Introduction

In an oversaturated media landscape, guerrilla marketing and PR tactics offer a bold, cost-effective, and unconventional way to capture public attention. These strategies focus on high-impact, low-cost campaigns that leverage creativity, surprise, and virality to generate buzz. Whether through stunts, experiential activations, viral content, or grassroots movements, guerrilla marketing and PR have the power to disrupt industries and create unforgettable brand experiences.

This 5-day intensive training course will equip participants with the skills to plan, execute, and measure innovative PR and marketing campaigns that cut through the noise, spark conversations, and leave lasting impressions.

Objectives

By the end of this course, participants will:
✅ Understand the principles and psychology behind guerrilla marketing and PR.
✅ Learn how to develop cost-effective, high-impact campaigns.
✅ Master experiential marketing techniques that generate organic media coverage.
✅ Explore digital guerrilla tactics, including viral content, social media hacks, and influencer seeding.
✅ Gain expertise in handling risk management and crisis control for unconventional campaigns.
✅ Learn how to track and measure the success of guerrilla PR efforts.

Who Should Attend?

✔️ PR and marketing professionals looking to implement nontraditional tactics.
✔️ Entrepreneurs and startups seeking high-impact, low-budget marketing strategies.
✔️ Brand managers and creative teams aiming to create viral and experiential campaigns.
✔️ Advertising and communication specialists exploring disruptive branding.
✔️ Event planners and media professionals interested in public stunts and buzz-worthy activations.

5-Day Course Outline

Day 1: The Foundations of Guerrilla Marketing & PR

• What is Guerrilla Marketing?: Origins, evolution, and modern applications.
• Key Elements of Guerrilla PR: Creativity, surprise, and emotional triggers.
• Psychology Behind Guerrilla Tactics: How to provoke engagement and virality.
• The Difference Between Guerrilla PR and Traditional PR.
• Case Studies: Analyzing successful guerrilla PR campaigns (e.g., Red Bull Stratos Jump, The Blair Witch Project, IKEA’s Pop-Up Sleepover).
• Hands-on Activity: Brainstorm a guerrilla PR concept for a real-world brand.

Day 2: Planning & Executing Unconventional PR Stunts

• Types of Guerrilla PR Tactics:
  • Publicity stunts
  • Street marketing & flash mobs
  • Pop-up experiences
  • Culture hacking
  • Viral PR campaigns
• Legal and Ethical Considerations: Risks, permissions, and crisis management.
• Executing PR Stunts with Minimal Budget: Leveraging partnerships and grassroots support.
• Getting Media Attention for Guerrilla PR: How to pitch stunts and activations.
• Hands-on Activity: Design a PR stunt strategy and media plan.

Day 3: Digital Guerrilla Tactics – Viral PR & Social Media Disruption

• Going Viral: How to Create Shareable Content.
• Digital Guerrilla Strategies:
  • Meme marketing & culture jacking
  • Fake leaks & teaser campaigns
  • Interactive and participatory challenges
  • Social media “hijacking” and real-time marketing
• Harnessing Influencers and Micro-Influencers for Guerrilla PR.
• AI and Emerging Technologies in Guerrilla PR: Deepfakes, AR, and AI-driven campaigns.
• Hands-on Activity: Create a viral campaign concept and social media engagement plan.

Day 4: Experiential Guerrilla Marketing – Creating Immersive PR Activations

• Why Experiential Marketing Works: Creating emotional, sensory, and shareable experiences.
• Examples of Successful Experiential PR:
  • Taco Bell’s Las Vegas Wedding Campaign
  • Nike’s ‘Breaking2’ Marathon PR Stunt
  • WestJet’s Christmas Miracle PR Activation
• Blending Digital & Physical Engagements: Using AR, VR, and interactive installations.
• Measuring Experiential Marketing Success: KPIs beyond media impressions.
• Hands-on Activity: Develop an experiential guerrilla marketing concept for a brand.

Day 5: Crisis Management & Measuring Guerrilla PR Success

• The Risks of Guerrilla PR: Handling Backlash and Controversy.
• Crisis Communication Strategies for Unconventional Campaigns.
• How to Measure Guerrilla Marketing ROI: Media impact, engagement metrics, and brand sentiment.
• The Future of Guerrilla PR & Marketing:
  • AI-driven PR activations
  • The role of the Metaverse and virtual reality in guerrilla PR
  • Ethical considerations for future campaigns
• Final Project: Pitch a full guerrilla PR campaign with a strategic execution plan.