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Tables of Contents for Guerrilla Publicity
Chapter/Section Title
Page #
Page Count
Introduction
xiii
Put Yourself on the Map
1
10
Introduce Yourself with a Sound Bite
11
8
Build Your Campaign from the Inside Out
19
4
Build Relationships to Build Empires
23
6
Eat, Sleep, and Breathe Publicity
29
4
Build Your Marketing Plan Around Publicity
33
8
Zero In on Your Market---Save Time, Money, and Aggravation
41
6
Come from the Heart
47
4
Press Releases: Grab 'Em Fast and Don't Let Go
51
6
Media Lists: Play the Numbers Game
57
8
Follow Up, Follow Up, Follow Up
65
12
Media Kits---Guerrilla Style
77
10
Fifteen Things the Media Hates
87
6
Fifteen Things the Media Loves
93
6
Find Your Uniqueness and Capitalize On It
99
12
Promote Early, Forcefully, and Fast
111
4
Always Be Too Prepared for an Interview
115
10
Keep Up to Date!
125
4
Think ``Headlines''
129
6
Participate in Special Events
135
6
Get Others to Spread the Word
141
6
Make Friends in the Media
147
6
Design a Seminar
153
8
Get Published
161
8
Prepare for the Unpleasant
169
8
Crisis Control---Confront Disasters and Turn Them Around
177
4
Grow Your Business with a Web Site
181
16
Research the Information Superhighway
197
6
Join Internet Communities
203
6
Online Publicity Strategies
209
8
In Praise of E-Mail
217
8
Growing Pains---How to Hire the Right PR People
225
8
Summing Up
233
4
Appendix A: Sample Materials
237
48
Appendix B: Resource Directory
285
8
Index
293