Guerrilla PR 2.0: How You Can Wage an Effective Publicity Campaign Without Going Broke

The world is overflowing with opportunities for a determined publicist, enthuses public relations counselor Levine in this updated media relations classic. With an encouraging tone and a splash of humor, the author introduces readers to the PR pro's mindset (“There are two speeds in today's media world: fast and dead”) and describes every facet of a successful publicity campaign, stressing the skills readers need to develop—familiarity with available media outlets, the art of the pitch and networking, stellar written and oral skills and a broad perspective—that will get the attention of movers and shakers in print and electronic media. According to Levine, limited means are no bar in public relations as long as confidence, dynamism and, above all, moxie exist in abundance. Levine's theories are steeped in specifics, and readers will find his examples of highly successful campaigns (such as the launch of M.A.D.D.) and flops (remember New Coke?) instructive and entertaining, and his book a clear-eyed and clever bible for the enterprising grassroots publicist. (Aug.)