6.1 Guerrilla PR Framework
| Principle | Application |
|---|---|
| Speed | Rapid response to breaking news and competitor events |
| Surprise | Unexpected angles that capture attention |
| Leverage | Use third parties (media, analysts, advocates) to amplify |
| Timing | Align PR with strategic milestones and competitor vulnerabilities |
| Authenticity | Ground messaging in real stories and results |
| Persistence | Consistent narrative reinforcement across channels |
SOP-PR-001Guerrilla Public Relations Program
- Newsroom setup — Establish rapid response capability. Develop media contact database. Create press kit.
- Story development — Identify newsworthy angles. Frame in context of industry trends. Develop pitch angles.
- Media relationships — Build relationships with key journalists. Understand each reporter's beat. Provide value.
- Narrative control — Consistent messaging framework. Train spokespeople. Monitor coverage. Correct inaccuracies.
- Crisis communications — Develop crisis plan. Prepare holding statements. Establish rapid approval process.
- Competitor PR exploitation — Monitor competitor news. Prepare rapid response. Develop "compare and contrast" pitches.
Templates: Press Release (PR-T1), Media Pitch (PR-T2), Spokesperson Briefing (PR-T3), Crisis Plan (PR-T4)
6.2 Narrative Warfare
| Narrative Layer | Content | Strategic Function |
|---|---|---|
| Core Narrative | Who we are, why we exist, what we believe | Brand identity and differentiation |
| Market Narrative | How we see the market, what customers need | Shape customer expectations |
| Competitive Narrative | How we compare, why we're better | Win competitive comparisons |
| Proof Narrative | Evidence, results, testimonials | Build credibility and trust |
| Vision Narrative | Where the market is going, our role | Thought leadership, influence |
| Advocacy Narrative | What should change, why it matters | Policy influence, coalition building |
SOP-PR-002Narrative Warfare Program
- Narrative audit — Document current market narratives. Identify competitor narratives. Assess narrative control.
- Narrative development — Develop core narrative (irresistible, ownable, defensible). Create supporting narratives.
- Narrative deployment — Embed in all communications. Train stakeholders. Create reinforcement calendar.
- Competitor narrative disruption — Identify competitor vulnerabilities. Develop counter-narratives. Plant questions.
- Narrative measurement — Track adoption in media. Measure impact on perception. Adjust based on feedback.
Templates: Narrative Architecture (PR-T5), Deployment Calendar (PR-T6), Measurement Dashboard (PR-T7)
6.3 Media Training and Spokesperson Program
SOP-PR-003Media Training and Spokesperson Program
- Spokesperson identification — Identify primary and secondary spokespeople. Match to topics and audiences.
- Message development — Develop key messages for each spokesperson. Create message maps. Develop bridging phrases.
- Training program — Initial media training. Refresher training annually. Scenario-specific preparation.
- Interview preparation — Brief before each interview. Provide background on journalist. Review key messages.
- Post-interview debrief — Review performance. Identify message penetration. Document lessons.
Templates: Spokesperson Briefing (PR-T8), Key Message (PR-T9), Interview Prep (PR-T10)