Famous Last Words: Doing Your Own PR
If you care about a Web presence, said the Network Solutions folks, one technique is to send at least one information-heavy news release of 250 words or more per month. One a week is better. Be sure to include keywords and hyperlinks. Follow the rules of SEO/SEM and in three to six months, you, too, will be a player. Think of it! The high-tech, complex business of taming search engines starts with the lowly press release.
On a personal note, let me say I wrote my first press release that was picked up by newspapers at age 15, when I was an apprentice at the Ivoryton Connecticut summer theater, and I have been writing them on and off for the past 60 years. Levine's book alerted me to several things, I am embarrassed to say, that I have been doing wrong.
"Guerilla PR 2.0" is loaded with war stories of great campaigns, short-burst "Tips & Traps," checklists and perhaps the two most important lines in the book:
There are two speeds in modern PR-fast and dead.
If you are faced with a crisis (e.g., the media are all over your tail for some alleged misconduct, impropriety, or misstatement), your first duty is to respond immediately. Do not delay in dealing with the problem.
In other words, the cover-up will get you into more trouble than the original misdeed.