Cameron Freeman | 416-533-6024

Internet Strategist, Managerial Anthropologist, Rogue Archivist

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  • About Cameron R. Freeman
  • Socio-Cultural Anthropology
    • The Applied Anthropology Group
    • Anthropology of Culture
      • Population Control and the Colonization of Women’s Bodies in a Neo-Liberal World
      • Marketing Feminine Hygiene in a Capitalist Consumer Driven Society
      • Israeli Personhood and the Politics of Reproductive Technologies
      • The cultural biography of the Verner’s Pattern prismatic compass
      • Kinship, Kin Cues and the Fulfillment of Institutional Aims
    • Anthropology of Religion: General
      • Anthropology of Indigenous Peoples
      • A Comparison of Schleiermacher’s Inner Religious Sanctuary and the External Domain of Robert Orsi’s Religious World
      • Religion: The promise of an afterlife
      • Spiritual Interventions: Inside A.A.’s Fundamentalist Healing Program of Faith With Works
    • Medical Anthropology
      • Book Review: Reproducing Jews: A Cultural Account of Assisted Conception in Israel by Susan Kahn
      • Illness Narratives and the Construction of Self and Healing
      • Collaborative partnering with traditional healers for improved access to ARVs in rural Malawi
      • Ayurvedic Ethics and Modern Medical Ethics
    • Anthropology of Religion: Hindu Tradition
      • Constructing and Deconstructing the Bonds of Modern Guruship in the Cult of Sai Baba
      • Maintaining the Guru’s Hegemonic Influence Over Devotees
      • Christianity in British Colonial India and the Crystallization of Modern Hindu Religious Identities
      • The Dynamics of Bhakti in the Guru-Shishya Relationship
      • A Film Critique of Robert Gardner’s Video Ethnography: Forest of Bliss
      • To Love Siva is to Know Siva: Reflections on Ciruttontar—the Little Devotee
    • Anthropology of Religion: Asian Traditions
      • A Precis of Thomas A Wilson’s Sacrifice and the Imperial Cult of Confucius
      • A working definition of the Chinese term ‘wuwei’ (nonaction, doing nothing)
      • Chinese Popular Religion
      • Shang Divination: A Theocratic Stage for Emerging Chinese Religious Thought and Practice
    • Anthropology of Indigenous Peoples
      • Settler Colonialism and Eliminating the Native
      • Identity, Social Invisibility, Institutional Structures of Violence and the Mortality of Aboriginal Women
      • Define or be defined: Constructing indigenous identities for health and well being
      • Recovering Native Identities: From a traumatic ruptured past to a locally driven pan-Native spiritual present for holistic health and well being
      • The Legacy of Colonial Intrusions and Native Women’s Health
    • Anthropology of Religion: Judeo-Christian Tradition
      • Scribes, Prophets, & Temple Priests: The process of establishing and maintaining Judean boundaries through the canonization of scripture.
      • Honour and Shame and the Qualifications of the Overseer (bishop) in Timothy 3:1-7
      • The successful transmission of Paul’s expectations for a centrifugal missionary tradition in the early Christian Church
      • A hypothesis for the original oral version of the Parable of the Sower
      • Jesus and First Century Jewish Purity Laws
      • Who were the post-Wycliffe Lollards, what did they practice and what became of their movement?
      • Holiness Snake-handling: A Context for Pentecostal Epistemology
  • Principia Discordia
    • Contemporary Archaeology
      • WW1 Verners pattern MKVII military marching compass
      • Antique gramophone lovers beware of crap-o-phones and franken-phones
      • Come into my parlor for afternoon tea and listen to my “authentic” Victor Victrola
    • Confessions of A Cult Leader: My Lifestream Seminar Experience
      • Confessions of a Cult Leader or How I learned to get the best of life running a personal development seminar company.
      • Confessions of A Cult Leader: Thursday Evening of the Lifestream Basic Seminar
      • Confessions of A Cult Leader: Friday Evening of the Lifestream Basic Seminar
      • Confessions of A Cult Leader: Saturday Morning of the Lifestream Basic Seminar
      • Confessions of A Cult Leader: Saturday Afternoon of the Lifestream Basic Seminar
      • Confessions of A Cult Leader: Saturday Evening of the Lifestream Basic Seminar
      • Confessions of A Cult Leader: Sunday of the Lifestream Basic
      • Excerpt: The pit: a group encounter defiled, by Gene Church and Conrad DCarnes. (Out of Print)
      • Courage
      • Please Hear What I’m NOT Saying
      • Love is NOT enough! – A Handout at the Lifestream Basic Seminar
      • The girl I used to know – A Handout at the Lifestream Basic Seminar
      • The Penalty of Leadership – A Handout at the Lifestream Basic Seminar
      • The Little Boy who put the world back together: A story by Jim Quinn, Founder of the Lifestream Basic Seminar
      • Clarifying questions – Asked throughout the Lifestream Basic Seminar
      • Guiseppe – A story by Jim Quinn, Founder of the Lifestream Basic Seminar
      • Mexican Crabs – A story by Jim Quinn, Founder of the Lifestream Basic Seminar
    • Charles Haanel: The Master Key System
      • Part One: The Master Key System by Charles Haanel
      • Part Two: The Master Key System by Charles Haanel
      • Part Three: The Master Key System by Charles Haanel
      • Part Four: The Master Key System by Charles Haanel
      • Part Five: The Master Key System by Charles Haanel
      • Part Six: The Master Key System by Charles Haanel
      • Part Seven: The Master Key System by Charles Haanel
      • Part Eight: The Master Key System by Charles Haanel
      • Part Nine: The Master Key System by Charles Haanel
      • Part Ten: The Master Key System by Charles Haanel
      • Part Eleven: The Master Key System by Charles Haanel
      • Part Twelve: The Master Key System by Charles Haanel
      • Part Thirteen: The Master Key System by Charles Haanel
      • Part Fourteen: The Master Key System by Charles Haanel
      • Part Fifteen: The Master Key System by Charles Haanel
      • Part Sixteen: The Master Key System by Charles Haanel
      • Part Seventeen: The Master Key System by Charles Haanel
      • Part Eighteen: The Master Key System by Charles Haanel
      • Part Nineteen: The Master Key System by Charles Haanel
      • Part Twenty: The Master Key System by Charles Haanel
      • Part Twenty-One: The Master Key System by Charles Haanel
      • Part Twenty-Two: The Master Key System by Charles Haanel
      • Part Twenty-Three: The Master Key System by Charles Haanel
      • Part Twenty-Four: The Master Key System by Charles Haanel
  • Presentations
    • Rules For Results
    • Media Skills Training
      • Case Study: Guerrilla tactics for maximizing the results of your media campaign
    • Keynote & Workshop Accolades
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Case Study: Guerrilla tactics for maximizing the results of your media campaign

Media and public relations is much like front-line sales. It requires strategy and persistent follow-through to be successful. Here is a breakdown of a media campaign to illustrate five guerrilla tactics for garnering media coverage.

Guerrilla Tactic 1: Clearly define your objectives

Cancable Inc., a technology provider, was launching an emergency computer help service, The Computer Care Association (CCA). LOOFAH Communications was approached to facilitate needed media exposure. The initial launch would take place in Kingston, Ontario, home to more than 12,000 small offices/home offices, 75 per cent of which have one or more computers. Media objectives included:

  • Create awareness of CCA as the Canadian Auto Club for small office/home office computer users
  • Brand CCA membership as Worry Free computing
  • Achieve a higher profile with existing clients and prospective new customers.
  • Recognition of Cancable as one of the largest mobile forces of computer experts in Canada with a reputation for delivering friendly, responsive onsite computer solutions

Guerrilla Tactic 2: Tell a compelling news story

No reporter or editor wants to be a vehicle for flogging your product or service. Reporters and editors want stories that are news worthy and of interest to their reading, listening, and viewing audience. A Kingston area Technology Fair was planned and scheduled making the CCA Launch story more news worthy. The theme was Technology made simple in the office of the future: Kingston Tech Fair showcases the ‘Worry-Free Computing’ Workplace. It hit the right chord with the media and Kingston area small office/home office owners.

Guerrilla Tactic 3: Target the appropriate media, then follow-up and follow-through.

Sixteen Kingston area radio, TV, newspapers and community publications were targeted to receive media kits that included background info, media release, and sample CCA membership. To maximize the likelihood of getting media coverage, we follow-uped by phone with reporters and editors. Similar to a sales call, connecting to the right reporter or editor made the difference as to whether the story would be picked up or lost in the news shuffle. In our phone calls we not only confirmed receipt of the media kits, but also presented the merits of the story and how it would appeal to their audience. The results? Several interviews with newspaper, radio, and TV were arranged with the President of Canacable Inc.

Guerrilla Tactic 4: Train your spokespeople

A well-trained spokesperson is crucial to ensuring that your key message points are received and broadcasted to your prospective audience the way you intend them to be read or heard. Coaching your spokesperson on media skills, for good news and bad, is an invaluable investment. It’s important that your spokesperson know the basics:

  • Understand contemporary media
  • Maximize opportunities in working with the media
  • Minimize the risks in working with the media
  • Control the media interviews

What kind of results can you expect?

Numerous calls to each of the Kingston media contacts helped create a receptive atmosphere and a keen interest in the Computer Care Association story. Several print, radio and television media relationships were established resulting in 4 interviews on radio and television reaching more than 90,000 people.

The Kingston Business Journal ran a two-page spread with the headline, Worry-free computing come to Kingston.

On the front page below the fold, The Kingston Whig Standard, ran the headline, Program like auto club membership for computers. with a sub-headline, If you’re suffering from a PC headache or need a computer solution to a pressing business matter, fast relief is just a phone call away.

Guerrilla Tactic 5: Reprint media coverage

Reprinting your media coverage:

  • Creates excellent 3rd party credibility
  • Reinforces your sales collaterals
  • Adds weight to the media kit
  • Facilitates increased enthusiasm in the office workplace

This guerrilla approach to media relations garnered a lot of media coverage and helped increased public awareness of the Computer Care Association in the Kingston area. Our strategy also laid the media ground-work and strategy for a series of successful public launches and membership drives across Canada for the Computer Care Association.

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