Using Publicity As A Creative Guerilla Marketing device

Coverage is an important and frequently disregarded tool of creative selling; plus a more cost-effective method of achieving the target audience than marketing. Using the inherent third-party certification of the press suggested in every content history, a reports or feature content in a very magazine, newspaper, or on TV or stereo, is a much more credibly-perceived marketing communications message compared to an ad or commercial. Publicists less frequently are favored with difficult news tales.

They are more often given the job of acquiring “softer” news and show stories on-air or perhaps in print. Here are several techniques including creative conceptualization along with application – what I call CREATIVE GUERRILLA FORMATTING – and they also work effectively when carefully thought-through and created.