I'll be giving the talk twice - once on the 17th in Dubuque and once on the 18th in Davenport.
If you can't make it - here's a brief description of what I'll be discussing. Of course, if you think there are other tactics that are worth discussing, leave me a comment below!
In today’s media landscape, getting great press for a client takes more than sending out a press release or staging a publicity stunt, it takes true guerilla techniques: nimble thinking, unexpected execution, and a willingness to try something that’s never been done before. The one thing that’s not required? A PR firm. This is do-it-yourself PR at its finest, and it’s available to anyone, anywhere at any time.
Guerrilla PR 101: What is guerrilla PR, where did it come from, and why does it matter? To begin the session we’ll examine the differences between traditional and guerrilla PR tactics, and explore why these tactics grab the attention of both the press and consumers where traditional PR often fails. Finally, we’ll examine how access to new technologies has expanded the role of guerrilla PR in unexpected ways.
- Guerrilla Tactic #1: Perception = Reality:
Professional uniforms confer authority, designer labels create value. What impact do consumer perceptions have on your client’s product or service, and what can you do about it? In this portion of the session we’ll examine case studies of guerrilla PR tactics that made headlines – for better or for worse – in terms of consumer perceptions.
- Guerrilla Tactic #2: Tease | Twist | Tell:
PR is about storytelling – but a story tends to be more interesting when it’s broken up into small pieces, or when there’s an unexpected twist. Using teases and twists before revealing the whole story helps generate and maintain both press and public interest in exciting ways. In this portion of the session we’ll examine case studies that illustrate how partitioning a PR message into distinct parts can change its impact.
- Guerrilla Tactic #3: New is News:
To make news, you have to create something new. Traditional publicity “stunts” are designed to capitalize on this fact, and are valuable when they do so successfully. When they backfire, though, they can sometimes do more harm than good. In this portion of the session we’ll examine publicity stunts that achieved their objectives – and some that didn’t – to clarify how to create the kind of news headlines that will benefit, rather than damage, a client’s PR efforts.