1. DIY Press Kit
If you are going to regularly solicit media, it is definitely worth it to invest in a quality Press
Kit. However, in the DIY stage, you can create a basic kit by having electronic versions of
the following easily accessible:
• Headshot
• Bio (short description of company)
• Product shot (if applicable, low resolution)
• Talking points/niche(s): areas of expertise
• Guts of a pitch about your company
From Lonoia Murphy:
Here are few PR tips...
If you're a pretty good writer, be sure to create a blogging site to help build exposure for
your business. Believe it or not, next to writing books and other developing other products,
it's another good way to build credibility (and increase visibility for your business).
• On your organization's website, be certain you have a news webpage. It shows
visitors your "business vibrance" and keeps fans in the loop.
• Using social media in your PR strategy? Take it one social medium at a time.
Research the tool (i.e., LinkedIn, Facebook, Twitter, etc.) that will benefit you most.
Consider where your target customers are... LinkedIn, Facebook, Twitter, etc.?
Learn, explore, and dive deep into one... Then, move on to the next... and so on.
• Use PR with advertising, marketing, and social media tools. (Yes, marketing is
different from PR.)
• Think outside the box. What are organizations outside of your industry doing to
increase exposure of their brand, products, or services? Just because something has
not been done in your industry yet doesn't mean it won't work... Try it out. (But, of
course, adjust the method or strategy to suit your needs.)
• Got a newspaper that you'd love to be featured in? Study them... What section would
fit your story? What journalist covers stories that fit your desired feature or topic?
This will help you narrow down a storyline to pitch to them... and they just may take
the bait!
• Keep trying... just because because a publication does not take your story or run
your press release, does not mean they have no interest in your story. It could be
that it's just not the right timing or another topic seemed more relevant or unique at
the time to the editor. The good thing is that, if you keep trying, they may just give
you a call later about your story or inquire about an interview on a topic that you
seem to be an expert in (based on your past press releases read by them).
From MaryBeth Reeves:
The sources to connect you with free PR opportunities:
HARO
Reporter Connection
Pitch Rate

2. The Questions you should answer in a press release or pitch:
1. What does your company do?
2. Why did you start the company?
3. Is it your company launch or a product or service you want to highlight?
4. What makes it different or unique?
5. What's the pricing and how is it available? (online only, retail outlets)
6. What makes you uniquely qualified to be successful with this company? (relevant
background or experience, awards etc)
7. Who is using/could use your product/service right now?
8. How will this product/service make their lives easier? (Why should they care? What
problems are solved and how?)
9. If you could make THREE points, about your company, product or service -what would it
be?
10. Do you have an approved customer testimonial you can use in this press release?