How to make guerrilla PR in Romania

“We had the background and I wanted to customize it a bit, which I could never do at Leo, where all things were strict, or at Realitatea where people are too much focused on news. I was very frustrated back then, and I realized that if I continue in this manner, I will end up playing Solitaire on good paycheck. I don’t want this in my life”, said Lavinia Udrea, managing partner Streetwise PR.

She became familiar with guerrilla PR and marketing, when she was corporate PR at Leo Burnett making the company’s intranet newsletter. She became interested in the field and bought all the books she found online on guerrilla PR and marketing. She enjoys the field, as it “gives you the opportunity to use your creative skills in public relations, beyond writing a press release. Everybody can write press releases”.

Guerrilla PR is an unconventional system of promotions that may vary from Internet campaigns to wall painting. The term guerrilla marketing was coined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.

Both guerrilla marketing and PR are frequently used in western countries, mostly in United States. The flagship example of guerrilla PR is, according to Lavinia Udrea the promotion of Blair Witch Project, a motion picture whose production cost only 35,000 dollars, promotion that led the film to box office heights of over 100 million US dollars.

Streetwise PR’s range of services includes guerrilla PR and marketing, (guerrilla streetwise, viral marketing, ambient marketing, buzz marketing, undercover marketing, mural graffiti), PR events, CSR activities, relation with the press, media monitoring, internal communication and celebrity PR.

The agency was launched with a “guerrilla-like investment – great impact, sufficient investment”. However, Udrea did not set an income target as high profits are not the primary objective of the company. I founded the agency to live by it. A founded it because I know there are interesting people, good brands for which I have ideas, “ Udrea added. The PR person says she would work only for clients she prefers, who are on the same page with her, regardless to the project’s value.

There are brands fitting to guerrilla PR, such as Radio Guerrilla, or Durex. This is the target segment of Streetwise. Another type of clients will be artists, cultural organizations, or non-profit organizations, which Udrea urges to support them out of passion, even pro bono.

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