Getting good PR is easier--and cheaper--than you think!
If you want to get media attention, you don't need to spend a dime--and
you definitely don't have to pay someone to do the work for you. Here's
how to do it yourself.
In DIY Public Relations, PR and marketing expert Dan Shortridge
lays out a roadmap for your local organization, small business, or
nonprofit to tell its story and spread the word. If you don't have a
communications and marketing staff, if you're just getting started in
your PR career, or if you've just been told to "get us on the news,"
this is the book to read.
Full of hands-on advice scaled to the local level, it draws on the
author's more than 20 years of experience in community journalism and
state-level PR to show how to ace a media interview, organize a
successful press event, and steer your organization through a crisis.
"Getting your news out there isn't about making friends with reporters
or having a giant list of contacts--it's about having a good story and
telling it in the most effective way possible," says Shortridge, who's
helped advise nonprofits, small businesses, and government agencies.
"You don't need a lot of money--or any money--and you can do it all
yourself with some simple tools and by following these techniques."
Business owners, PR and marketing professionals and nonprofit leaders
will share their insights and tips to maximize positive publicity.
You'll learn about how to research targeted media outlets, pick the best
time for reaching out, handle all the tiny details with confidence, and
write a news release so an editor will run your story without changing a
word.
With field-tested advice on every page drawn from newsrooms and PR
people from around the country, readers will get practical guidance on
how to:
- Pitch a story and stick the landing for success
- Adapt one of 14 specific story angles perfect for local organizations
- Make those first connections with local reporters
- Use bridging statements to handle a tough question
- Write well and clearly using seven simple steps
- Avoid saying "no comment" even when you don't want to comment
- Attract and take care of elected officials and other VIPs
- Define, research, and reach your audience
- Be consistent with your media outreach
- Build a crisis communications plan that will let you sleep at night
One key chapter focuses on repurposing materials for the media into
content for annual reports, social media, website copy, and
newsletters--showing how PR can fit seamlessly into an overall marketing
plan. Another chapter contains 16 tried-and-true tips on what not to do
when working with the media, including playing secretive games or
falling for scams.
As a bonus, it features a toolkit with examples and templates for
writing a hard news announcement, event preview, media advisory,
calendar item, staff promotion or hiring news, and crisis statements.
DIY Public Relations is your complete guide for media success.
