Essential PR information

The truth about journalists

When you understand how journalists work, it’s easier to get them interested in your business’s stories

Different kinds of media outlets explained

Understand what different media outlets are after, and it’ll be easier to make story suggestions to them

About public relations and free publicity

Find out the basics about PR and free publicity, including the five questions journalists always ask

The 5 unbreakable rules of free publicity

If you want to get valuable free publicity for your business, there are 5 unbreakable rules you must follow

1. Know your target audience and deliver to it

2. Find a hook to catch attention

3. Position yourself as an expert

4. Give journalists what they want and need, when they want and need it

5. Be creative

Passing the So What? test

Journalists will ignore your story suggestion unless they can instantly see it is relevant to their audience

Publicity tools explained

Press releases

Factfiles

Publicity stunts

Surveys

Media interviews

Media photos and photocalls

Press conferences

Media contacts

Media monitoring

Media crisis management

When your business could be damaged by negative publicity, there are a number of simple steps to take

Free publicity versus advertising

Why free publicity has more credibility than paid-for advertising

Glossary of PR terms

Hold your own in any conversation with the media with these handy explanations