'Guerrilla Publicity' trivializes the strategic role of public relations. (Bookmark).

What is a guerrilla? "In a nutshell, guerrillas are business operators who substitute time, energy and imagination for money. Most guerrillas don't use publicity because they think it's too expensive, too complicated, too time consuming, and that it requires special expertise, staff and resources," wrote the authors of 'Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars."

Ouch! What a way to trivialize a PR professional's career.

When "Guerrilla Marketing" was first published in 1983, its edgy approach helped it shoot to the top of bestseller lists. No one could have predicted that the Guerrilla books would be as popular as the infamous "Dummies Guide" collection. The initial book offered breakthrough advice for small businesses and has since yielded more than 28 widely acclaimed books with author Jay Conrad Levinson's recognizable name and signature guerrilla concepts. Today, Levinson's books appear in 37 languages and are required in many MBA programs worldwide. The good news is that if these books already are being used in MBA programs globally, then perhaps public relations may finally get the airtime and credibility it deserves. The bad news is that, according to Levinson, anyone can do PR.

Joining Levinson in his recent endeavor are Rick Frishman, a previous collaborator who is president of Planned Television Arts and executive vice president of Ruder*Finn, and Jill Lublin (Insider's Edge to Powerful Publicity), CEO of the strategic consulting and public relations firm Promising Promotion. The co-authors map out 33 chapters with two appendixes--sample materials and a resource directory--that brand typical PR programs.

Sometimes referred to as the PR bible of the decade, "Guerrilla Publicity" does more than outline sure-fire tactics of the profession. It's actually a blueprint of publicity devices and services many PR agencies offer. Those who work in PR will find most of this old news or, at best, a to-do list of tactics and strategies culled from an in-progress publicity campaign.

The book could prove useful to the entry-level practitioner who knows little or nothing about the art of publicity and, perhaps, to the strategic communicator in search of a much-needed crash course in PR 101. Although this work touches on every aspect of a publicity campaign, patience and a highlighter are crucial for extracting the meat. For example, one chapter outlines 15 things the media hate and then explains in its Guerrilla Intelligence box that (whisper)--they love receiving free food. Do they love singing telegrams, too?

Or how about this "Guerrilla Tactic" from the authors: "Become a walking advertisement by wearing T-shirts, sweatshirts, or other apparel that advertises your product or service."

The problem with the premise of this book is that it undermines the strategic focus of public relations. Today's PR professionals have moved away from the sleazy stereotypes of the dot-coin heyday. If designing a media kit (one of the main tactics of a media campaign) falls as one of the line items within the table of contents of "Guerrilla Publicity," how is PR ever going to be considered strategic?

Not all of the tactics will make readers shake their heads in disappointment or disbelief. Some in the profession may actually find this book a useful reference to keep on the shelf.

The authors do an exceptional job in chapter 28, titled "Research the Information Superhighway." It provides web addresses for trade associations, U.S. government agencies, financial information sites, business school sites, discussion groups, newspapers and magazines, media directories and distribution services.

With tips ranging from how to make friends in the media to how to use the Internet to publicize a product, some of the most inane ideas presented just may work. But the oversimplification of the profession written into the core of this volume damages the credibility of the PR profession.