Well done on taking your first step towards doing your own PR.
It’s a skill you will never regret learning.
All the business owners we speak to that have gone through our kits tell us that they view their business differently once they get to grips with what makes a good story and how to get free media coverage.
It helps them understand not only what excites the media but also their customers; it helps them make better business decisions and plan well for the future.
In this kit, we will show you a number of different ways of getting your business into the media. Some ways will rely on you having a story or being able to create a story, however others don’t require you to have a story at all.
The idea is not to go out with all your media activities at the same time, but rather to space them out over the year to gain a bit of momentum and keep you in the media for longer.
Take a moment to read the PR Overview and once you’ve done that, we’ll ask you to fill in a Discovery Worksheet.
You can upgrade to Bronze, Silver or Gold at any point to get hands on guidance.
The first thing to do is read the overview.
This quickly explains the lay of the land.
Please download and complete this worksheet.
You only need to do this once this year.
Avg time to complete - 0 mins
Review your answers from the worksheet above to see if there is a story angle that stands out. If so, go to
Module 1 to learn more about how to craft your story and then follow the steps to the end.
If you don’t think you have a strong story angle, then move on to the modules that you think will work
for you and follow the steps.
You can always upgrade and we will help you work it all out.
A news story is essentially when you have something new to say like a new product launching,
a high profile staff member joining your company, new research to share, something topical or a quirky
angle. The key is your story must be new and interesting.
Product reviews work best for businesses with physical
products that can be sent to the media to trial.
They also work really well for things like apps, services and experiences and are a great way of building trust
in your products and brand.
There are two kinds of events - ones that the public can attend and ones that are invitation only. Both can result in media coverage if approached in the right way.
Many publications run gift guides in the lead up to special occasions like Christmas and Father’s Day. As with product reviews, these work better for physical products and for things
like services and experiences eg spa treatments,
paint-balling sessions, vouchers etc.
Positioning yourself as an expert is particularly effective if you have extensive experience in your field. Through giving your expert opinion on issues in your industry you build the credibility of you as a person and in turn your company and its products.
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