In the re-release of Guerrilla P.R.
(Collins), the bible of public relations, author Michael Levine offers a strategy for publicity that starts with three words: "Uniqueness. Singularity. Distinction. These words must form your Guerrilla P.R.
mantra. What's different about your nightclub act? Why should I buy your doughnuts? What are you offering that people want? This is not meant to antagonize. Self-examination should invigorate."