By Denise D’Alessandro
Rick Frishman, a resident of Jericho, recently co-authored a book entitled Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars along with Jay Conrad Levinson and Jill Lublin. The book is available in bookstores now.
The new book helps publicity seekers meet the challenge of a new decade in marketing, media relations and promotions. Frishman explains that the book is for everyone – lawyers, doctors, small business owners and anyone selling products or services. “It has been called the new PR bible of the decade,” said Frishman.”Most people know about advertising – you pay for it. With publicity you pray for it.”
Frishman explains that the book gives people information on how to get on radio shows and other media outlets for free. It also tells people what to do and say once they have gotten that far. “There are more than 4,000 radio and television stations in America that interview more than 10,000 guests a day,” said Frishman. “In the book, we teach people how to use elbow grease instead of dollars to get on those shows.”
According to Frishman, to succeed in business, from any industry to entertainment, or to promote a political campaign, a social cause or an individual, the most productive and cost-effective way is through conducting a solid publicity campaign.
“Where does a non-profit struggling to solicit resources find financing for promotions?,” Frishman asked. “How does a first-time author with limited royalty checks advance his book with a PR campaign he can afford?” The answers for these groups and others, Frishman says, are in his new book.
“Guerrilla Publicity is for the individual or organization looking for wise advice and experienced-based counsel on how to promote anything without spending a lot,” said Jay Conrad Levinson, co-author of the book and father of guerrilla marketing. “Our book lays out an aggressive plan for learning how to build publicity campaigns from the inside out, zeroing in on a targeted market, and infusing a marketing plan with powerful publicity hooks.”
“To stay ahead of the competition, or just keep up, means that you have to be out there promoting on a regular basis,” said Frishman. “And unless you are able to afford hiring someone to promote you, just look to Guerrilla Publicity as a resourceful foundation for launching your own campaign – guerrilla style.”
Frishman has been the president of Planned Television Arts (PTA) since 1982. In 1993, PTA merged with Ruder Finn and Frishman serves as an executive vice president at Ruder Finn. He works with many of the top editors, agents and publishers in America.
He is also the co-author of the book Guerrilla Marketing for Writers which hit the bookstores at the end of 2000. “I hope that we wrote this book well enough that they don’t need me and my business anymore,” joked Frishman. “You can do it yourself.”
The 320-page book is available now at all bookstores and also on-line.