Guerrilla PR

Author: (USA) Li Wenshen / Liu Zhijian
Publisher:
Publish Date: 2006-02-01
Features: Many people have great ideas, but few take the next step to turn these ideas into feasible business operations. Perhaps they don’t know what the next step is, or they discover that the so-called next step actually involves overcoming more than one obstacle. This book will help you determine what the next step is and guide you in overcoming potential obstacles. It will also guide you to use specific methods to publicize your product or service. Public relations are a neglected marketing tool, yet they are also low-cost, low-risk, high-efficiency, and easy to use (provided you understand it and know how to leverage it). Most people are unaware of the value of public relations to their business or how to achieve it. Guerrilla PR will point you in the right direction. What is the meaning of the term "guerrillas" in this context? Simply put, guerrillas are business operators who substitute time, effort, and imagination for money. Unlike traditional marketing strategies of large companies, guerrilla marketing serves small business owners who have dreams rather than substantial bankrolls. These guerrillas measure their performance in terms of profit, not sales: they prioritize building relationships over accumulating money. Guerrilla entrepreneurs understand that the process is also a goal, and they don’t need to act hastily.