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Guerrilla P.R. Wired
Waging a Successful Publicity Campaign Online, Offline, and Everywhere in Between

Levine, Michael
Publisher:  Hodder Headline Plc, London, United Kingdom
Year Published:  2007   First Published:  2003
Pages:  207pp   Price:  $25.95   ISBN:  0-07-141956-X

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Levine heads a monster PR firm in Hollywood (Levine Communications Office). In 1993, he published Guerilla PR for the pre-Internet world. This revision, with a new title, is practical, with street wisdom, and written in a gung-ho style, directed at small companies who cannot afford a PR firm and do all their own marketing. It is almost solely devoted to the Internet, with tips and advice on promoting oneself, what to put on a home page, how to create one's own marketing campaign, how to get people to look at one's website and keep them there, how to use a website to get coverage in publications or TV. It is all low cost: all one needs is one's own time. And it is all in the "buzz". Chapters are devoted to email, bulletin boards, chat rooms, contests, damage control, spin doctors, ezines, follow-ups, gatekeepers, graphics, information overload, working with journalists, website planning. The book appears to be extremely useful for small associations as well.

Some interesting facts: he gives the example of the movie, Blair Witch Project, which had an Internet site that garnered millions of hits before the movie was even distributed.

What I don't like about this resource: not really "guerilla" as in underground, lefties, alternative press. Just for low-rent companies.

What I do like about this resource: the appendices have lists of US media outlets, with addresses, phone numbers, websites, but no personal names. CP manages to get included here.

Quality-to-Price Ratio: 90.

[Review by Dean Tudor]

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