The Headington Rules for Guerilla P.R. (as learned from Michael Levine)

1. There are conditions of survival in a guerilla force: they include constant mobility and constant vigilance. - Che Guevara
2. A guerilla is a jungle fighter ... and knows his terrain better than his opponents, believes passionately in his cause, and is nearly impossible to defeat.  A guerilla publicist works in such a fashion. Agile, confident, dynamic, making do with far less than his desk-bound professional counterpart, the Guerilla is a model of compact efficiency.
3. Resourcefulness is next to godliness.
4. We can't all be Beethoven, but we can all make music.
5. Public relations is an art.  Like any art, there are rules of form, proven techniques, and standards of excellence.  But, overall, it's a mercurial enterprise, where instinct is as legitimate as convention.
6. Ultimately, the goal of any public relations campaign is to either reorient, or solidify, perception of a product, client, policy or event.
7. The public relations expert is as well versed in human nature as in editorial deadlines and sound bytes.
8. P.R. is gift-wrapping.  Whether delivered in fancy or plain paper, truth is truth, and the public ultimately comprehends it.  The trick is packaging the truth on your own terms.
9. The best ideas in Guerilla P.R. campaigns are often based on four fundamental principles: utility, juxtaposition, humor and image.
10. Your creativity will ensure intriguing and well-written press releases, can't miss magnet events (i.e., publicity stunts), effective marketing tools, and articulate verbal pitches to media representatives.
11. Uniqueness.  Singularity.  Distinction.  These words must form your Guerilla P.R. mantra.
12. Human beings are not worker ants.  Our individuality is what makes each of us irreplaceable.
13. One central overarching guideline when pitching the media (or dealing with anyone in business) is to employ the five F's--to be fast, fair, factual, frank and friendly.
14. Use vocabulary people are comfortable with.  The smartest people I know speak simply and plainly.
15. Act like your own client.  You must become their resident expert on whatever it is you do.  That means that anytime, anywhere, when asked to speak to the media--you're on call.
16. Put yourself on a mind improvement program.  Commit to reading several classics of literature each year, ... Cultivate your aesthetic self.  It'll make you more interesting.
17. Personal P.R. is a matter of controlling to the greatest extent possible the impression you make on others immediately around you.
18. In Guerilla P.R., flexibility is your strength. ... Keep the following additional concepts in mind: Tailor to Audience; Tailor to Outlet; and Tailor to Location.
19. Don't change who you are (when going on TV) Just withhold the negative traits while accentuating your strong points.  Observe TV personalities you admire.  They share one common quality: they're relaxed.
20. Guerilla P.R. means selling yourself as well as your project.

1. Never be boring.  Never!
2. Know your subject thoroughly.
3. Know the media you contact.  Read the paper, watch the newscast.
4. Cover your bases.
5. Don't just take "yes" for an answer.  Follow up, follow through.
6. Never feel satisfied.
7. Always maintain your composure.
8. Think several moves ahead.
9. Be persistent, but move on when you're convinced you're getting nowhere.
10. Remember, this isn't brain surgery.  Don't take yourself too seriously.  Have fun.