{"id":4135,"date":"2023-12-18T07:14:00","date_gmt":"2023-12-18T07:14:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=4135"},"modified":"2025-05-28T12:50:04","modified_gmt":"2025-05-28T12:50:04","slug":"public-relations-beginners-ebook","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/public-relations-beginners-ebook\/","title":{"rendered":"Public Relations for Beginners: A Guide to PR"},"content":{"rendered":"\n<p>Everybody knows that some kind of <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\">PR outreach<\/a> is a must, but in a world of limitless choice it\u2019s perfectly understandable if you\u2019re stuck at \u201c<em>Where do I start?\u201d<\/em><\/p>\n\n\n\n<p>There are tons of PR techniques for increasing your reach. Some are more effective than others, but the goal is always the same \u2014 managing impressions of your brand with the help of media partners.<\/p>\n\n\n\n<p>Many of those charged with the task of spreading the word about something follow a familiar path. A social media blitz, the most massive email marketing campaign this world has ever seen, killer paid ad campaigns. Sound familiar? But, too often, the method that can outperform all of those is the one that many are afraid to try \u2014<strong> connecting with the right audience with a powerful media-based public relations strategy.&nbsp;<\/strong><\/p>\n\n\n\n<p>Forget about being the next in line to fill social media profiles and search results full of more unwanted ads and see what you can accomplish by going directly to established media platforms that can deliver just the audience you\u2019re looking for. <\/p>\n\n\n\n<p>Instead, <strong>dive into the world of public relations with a crash course on PR basics for business owners and marketers<\/strong>, along with a look at the benefits the right PR plan can have on your business.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#definition\">Public relations 101: What is PR<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#benefitss\">What good PR should do for you<\/a><\/strong><\/li>\n\n\n\n<li><a href=\"#start\"><strong>Getting started in public relations - beginner\u2019s guide&nbsp;<\/strong><\/a><\/li>\n\n\n\n<li><strong><a href=\"#guidelines\">Media relations guidelines - do\u2019s &amp; don\u2019ts&nbsp;&nbsp;<\/a><\/strong><\/li>\n<\/ul>\n\n\n\r\n    <!-- Styles for newsletter -->\r\n\r\n    <!-- Start of Oxygen Template -->\r\n    <div class=\"newsletter-in-article\" style=\"background-color: #FFF6E9;\">\r\n        <!-- Image -->\r\n        <div class=\"newsletter-content-row\">\r\n            <img decoding=\"async\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/12\/newsletter-2.png\" \r\n                 alt=\"Newsletter Illustration\" \r\n                 style=\"max-width: 400px; flex-grow: 0; flex-shrink: 0; max-height: 140px;\" \/>\r\n\r\n            <!-- Content Stack -->\r\n            <div class=\"newsletter-content\">\r\n                <p class=\"eyebrew mobile-m-paragraph-3-bold paragraph-5-bold\">\r\n                    PR Trends 2025\r\n                <\/p>\r\n                <h2 class=\"newsletter-box-heading\">\r\n                    Get our ultimate guide to <span>what\u2019s next in PR<\/span> with expert-backed tips                <\/h2>\r\n            <\/div>\r\n        <\/div>\r\n        <!-- HubSpot Form -->\r\n        <div class=\"newsletter-form\" style=\"padding-top: 2rem; margin-left: auto;\">\r\n            \n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"4db12ce0-ee71-476f-ad12-201a171fa408\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792149861000-5848523008\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792149861000-5848523008\"><\/div>        <\/div>\r\n    <\/div>\r\n    <!-- End of Oxygen Template -->\r\n\r\n    \n\n\n\n<h2 class=\"wp-block-heading\" id=\"definition\"><strong>Public relations 101: What is PR<\/strong><\/h2>\n\n\n\n<p class=\"purplebox\"><strong>Public relations<\/strong> is the process of establishing strategic communication relationships across different media channels in order to promote the positive perception of your company with the relevant audiences and get additional coverage from those channels.<\/p>\n\n\n\n<p>An established <a href=\"https:\/\/prowly.com\/magazine\/pr-strategy\/\">PR strategy<\/a> defines every way in which a company positions itself on the global stage and communicates with all the stakeholders - your current and prospective customers, journalists, influencers and anyone else who\u2019s important to your organization.&nbsp;<\/p>\n\n\n\n<p>Sound a lot like branding or marketing? Yes, there is a lot of crossover between these terms but there\u2019s more to it. While branding puts the main emphasis on how your business \u201clooks &amp; feels\u201d (its <a href=\"https:\/\/prowly.com\/magazine\/brand-identity-how-to-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">visual identity<\/a>, marketing materials, UX\/UI designs, etc.) and marketing is selling a product, PR focuses purely on<em> impressions and perceptions<\/em>. <strong>It also goes a step further and actively engages media in an attempt to reach the audiences that follow various media channels<\/strong>.&nbsp;<\/p>\n\n\n\n<p>In the words of Kirk Hazlett, a Fellow at the Public Relations Society of America:&nbsp;<\/p>\n\n\n\n<p class=\"sideline\"><em>PR is a dating service. PR introduces you or your product or service to those publics that are most likely to be interested. If it\u2019s a good match, a relationship develops. Public relations is focusing on your customer, current or potential, and knowing what you want him or her to know or do as a result of the information you have provided.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"benefits\"><br><strong>What good PR should do for you<\/strong><\/h2>\n\n\n\n<p>While all public relations efforts are dedicated to creating and supporting the positive image of your company, there are many additional objectives you can pursue with a well-developed PR strategy.&nbsp;<\/p>\n\n\n\n<p>Among all the benefits a good PR plan can bring to your business, there are certain<strong> key functions of public relation<\/strong>s you need to be aware of. In particular, a strong public relations strategy should help you to:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>learn and react to a particular audience\u2019s opinion about your brand<\/li>\n\n\n\n<li>actively implement strategies that improve your brand image<\/li>\n\n\n\n<li>seek and maintain positive relationships with investors, journalists, clients, etc.&nbsp;<\/li>\n\n\n\n<li>manage your online presence and the appearance of your business&nbsp;<\/li>\n\n\n\n<li>promote your company across various media channels&nbsp;<\/li>\n\n\n\n<li>mitigate the impact of a crisis on your brand\u2019s reputation&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>As you can see, PR can be a flexible term, and it covers a lot of bases. The important takeaway here is that it is about the general management of how you are perceived and the ability to actively engage with those in a position to improve that perception.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>P.S. A good PR strategy can also help make your brand (almost) crisis-proof. Curious how brands handle real-world PR crises? Explore these <a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">16 PR crisis management examples<\/a> to see what works\u2014and what doesn't.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"start\"><br><strong>Getting started in public relations - beginner\u2019s guide<\/strong><\/h2>\n\n\n\n<p>Public relations teams serve many different purposes and there are various types of PR activities, each addressing its own specific goals. These, in a way, are the checkpoints for your public relations roadmap,<strong> the most important elements of the basic PR plan<\/strong> you need to keep in mind while you\u2019re trying to figure out <a href=\"https:\/\/prowly.com\/magazine\/digital-pr-playbook\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to do digital<\/a><a href=\"https:\/\/prowly.com\/magazine\/digital-pr-playbook\/\"> PR<\/a>.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s look into each of them one by one, providing a clear overview of each aspect of public relations, its purpose, and some of the ways it could be implemented into a basic PR plan.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Media relations<\/strong><\/h3>\n\n\n\n<p>Chances are, this is exactly what you\u2019re thinking about when hearing the term \u201cpublic relations\u201d. And yet, <a href=\"https:\/\/prowly.com\/magazine\/make-the-most-of-prowly\/\">media relations management<\/a> is just one of the main stepping stones on your way towards a proper PR strategy.&nbsp;<\/p>\n\n\n\n<p>Here, your main goal is to <strong>build positive relations with bloggers, journalists and influencers<\/strong> in order to <a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\">get yourself media coverage for free<\/a> (or close enough to it). It\u2019s always good to have someone who speaks to large audiences on your behalf, and that\u2019s exactly what media relations are all about.&nbsp;<\/p>\n\n\n\n<p>In the digital era, establishing and maintaining media relations for PR purposes mainly involves <a href=\"https:\/\/prowly.com\/magazine\/how-to-write-press-release-guide\/\">writing press releases<\/a> and other communications, pitching the media, organizing and participating in different interviews, attending special events, etc.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>Getting mainstream coverage is a lot more difficult than you think it is. Instead of shooting for the biggest media platform you can find, think about reaching out to the one most likely to be interested in your message. In an age when everything ends up online anyway, there\u2019s nothing wrong with smaller, local platforms.<\/p>\n\n\n\n<p><br><strong>Further reading &amp; resources on media relations management:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prowly.com\/magazine\/how-to-build-media-relations\/\">How to Improve Media Relations \u2013 Best &amp; Worst Practices<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\">How to Do PR Outreach (w\/ Expert Tips, Tools &amp; Examples)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/media-relations-tools\/\">Best Media Relations Tools: The 2021 List<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\">How to Get Media Coverage for Your Business in 2023 (w\/ Expert Tips)<\/a><\/li>\n<\/ul>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"5c971391-ffff-46c9-b680-a3f2b2ab950d\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792149861000-1037770948\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792149861000-1037770948\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Employee relations<\/strong><\/h3>\n\n\n\n<p>When you\u2019re learning how to do digital PR, it\u2019s easy to fall into the novice error and focus on the clients and the clients alone. In reality, public relations are much more complicated than that. For starters, you need to make sure that your PR plan never omits your own employees, both current and the potential ones.&nbsp;<\/p>\n\n\n\n<p>Think of it as<em> internal <\/em>PR.&nbsp;<\/p>\n\n\n\n<p>First of all, your very own staff might be the strongest team of brand ambassadors you\u2019ll ever need. At the same time, an unhappy employee is very likely to spread the harshest criticism.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why it\u2019s crucial for the companies to invest in <a href=\"https:\/\/prowly.com\/magazine\/employer-branding-pr\/\">employer branding<\/a> and internal PR &amp; communications to ensure your team members feel appreciated, heard, and respected.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<\/strong> Remember that employer branding isn\u2019t just about interacting with potential employees. Lots of people who have no plans to ever work for you, including many in the media and other opinion-influencing positions, will see your outreach too. Remember that more than just your target market is paying attention.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Community management<\/strong><\/h3>\n\n\n\n<p>Another important audience to keep in mind is your local community. After all, if you own an offline business, you\u2019d most probably like to have a community spirit around it. That\u2019s exactly what this type of PR is all about.&nbsp;<\/p>\n\n\n\n<p>With community management, you ensure to <strong>communicate where your business stands on some of the crucial local issues<\/strong>, how it is perceived by the neighbors, whether it makes a social commitment or not. In the long run, investing in positive community relations can provide you with new loyal brand ambassadors, a strong boost in ethical reputation for your company, more recruits in the future, and more.&nbsp;<\/p>\n\n\n\n<p>Here, it\u2019s not enough to <em>say<\/em> what your company\u2019s behind - you need to really <em>show <\/em>it. Make sure you participate in local events sharing your expertise, time or at least donating some profits towards a worthy cause.<\/p>\n\n\n\n<p>Highlight your good deeds online (having ongoing relations with the media from the previous point wouldn\u2019t hurt here as well). Organize community events, and don\u2019t be afraid to stand up for your ideas. You\u2019ll be sure to get your share of supporters in no time!&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<em> <\/em><\/strong>Keep an eye on the calendar of local events and make taking part where you can a priority. The cost \/ benefit calculation is often very favorable in terms of what you can get out of being an active member of your local community.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Social &amp; corporate responsibility<\/strong><\/h3>\n\n\n\n<p>Corporate and social responsibility (CSR) of a brand is among the first things everyone searches for in digital PR. While this form of public relations is very similar to community management, here a <strong>focus on ethics and philanthropy<\/strong> demonstrates your commitment to a cause.&nbsp;<\/p>\n\n\n\n<p>Do you have a cause connected to your business? Great, as long as it\u2019s aligned with your target audience\u2019s values.&nbsp;<\/p>\n\n\n\n<p>Has your business been associated with unethical business practices and poor employee culture? Not only are these problems you need to fix just because it\u2019s the right thing to do, but you\u2019ve also handed your competition a hammer to hit you with.&nbsp;<\/p>\n\n\n\n<p>On the other hand, did you host a fundraiser for a charity? Donate something to a local event? Don\u2019t forget to write about it anywhere you can or, better yet, get someone else to write about you.&nbsp;<\/p>\n\n\n\n<p>Emphasize the good and try to minimize the damage of the bad via social sharing and positive reinforcement.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>You might be aware of just how important CSR has become to a growing segment of consumers. Don\u2019t let this fly under your radar \u2014 if you don\u2019t have content on the topic of your brand\u2019s involvement with CSR, make it one of your top priorities.<\/p>\n\n\n\n<p><br><strong>Further reading &amp; resources on CSR:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prowly.com\/magazine\/why-csr-is-essential-in-2019\/\">Why Corporate Social Responsibility is Essential<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/corporate-social-responsibility-in-the-age-of-covid-19\/\">Corporate Social Responsibility in the Age of Coronavirus (COVID-19)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/key-steps-in-managing-csr\/\">6 Key Steps In Managing Corporate Social Responsibility<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/how-prowly-can-help-communicate-your-csr-activities\/\">How Prowly Can Help Communicate Your CSR Activities<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Crisis management<\/strong><\/h3>\n\n\n\n<p>Life happens, and that means unforeseen problems <em>will <\/em>show up in your office one day. When a crisis hits and things are moving at the speed of the internet, managing and, if needed, correcting the <a href=\"https:\/\/prowly.com\/magazine\/reach-vs-impressions\/\" target=\"_blank\" rel=\"noreferrer noopener\">impressions<\/a> that are created is hard.&nbsp;<\/p>\n\n\n\n<p>That\u2019s when you need a good PR specialist right there in the eye of the storm ready to back your business up with some bulletproof <a href=\"https:\/\/prowly.com\/magazine\/crisis-press-release-examples\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/crisis-press-release-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">crisis management techniques<\/a>, contacts to help get your message out in a hurry and the ability to steer the conversation in the direction you want.&nbsp;<\/p>\n\n\n\n<p>While there\u2019s no way to be prepared for everything that gets thrown at you, the point is that your PR team is appointed as the go-to leaders in dealing with managing a crisis. When the problem hits and your reputation is on the line, there\u2019s no time for meetings to decide who\u2019s going to be in charge of your response \u2014 your PR should be ready to go to work in difficult circumstances at a moment\u2019s notice.<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>Too often, <a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management\/\">crisis management<\/a> is one of those things that gets delayed or forgotten about until there\u2019s a crisis. Don\u2019t get caught off-guard \u2014 start working on a \u201cWhat if?\u201d plan, so you have something to work with immediately when someone hits the panic button.<\/p>\n\n\n\n<p><br><strong>Further reading &amp; resources on crisis management:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prowly.com\/magazine\/protect-brand-image-and-reputation\/\">3 Proactive Ways to Protect Your Brand Image and Reputation<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/brand-reputation-crisis\/\">How to Recover from a Reputation Crisis and Rebuild Your Brand<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/crisis-communication-plan\/\">How to Create a Crisis Communication Plan (Updated for COVID-19)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/brand-protection-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why is Brand Protection Important in PR? Useful Tips and Strategies<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Marketing &amp; communications<\/strong><\/h3>\n\n\n\n<p>It\u2019s pretty easy to forget about other important forms of communication while you\u2019re searching for the most effective ways to do digital PR, like traditional marketing. Chances are, your business is already engaged in numerous marketing campaigns, so it\u2019s your job to make sure those are well-managed as well.&nbsp;<\/p>\n\n\n\n<p>When talking about public relations, a particularly essential aspect of marketing is social media. In a way, this is the easiest way for you to talk directly to all the stakeholders. So make sure to <strong>apply each of the basic PR plan principles discussed above to your SM strategy<\/strong> as well.&nbsp;<\/p>\n\n\n\n<p>Reply to comments and reviews (especially the negative ones), engage in online social movements and challenges, collaborate with other brands from your area to improve community relations, and don\u2019t be afraid to try new things!&nbsp;<\/p>\n\n\n\n<p>Every touchpoint where your brand gets a chance for exposure is another opportunity to shape opinions on what you\u2019re all about.&nbsp;<br>But most importantly, <strong>make sure your marketing and PR teams are on the same page<\/strong>. Pulling in opposite directions will get you nowhere.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>Typically, marketing and PR aren\u2019t handled by the same staff. Much will depend on the setup of your organization but one thing is true no matter what \u2014 some kind of alignment between these two spokes of the same wheel is a must. Working completely independently will result in confusing messaging and confused consumers.<\/p>\n\n\n\n<p><br><strong>Further reading &amp; resources on marketing:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/prowly.com\/magazine\/pr-content-marketing-experts\/\">Why PR Teams Should Take Their Cue from Content Marketing Experts<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/content-marketing-and-pr\/\">6 Killer Ways to Amplify Content Marketing Results With Solid PR<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/prowly.com\/magazine\/prowly-link-building\/\">How to Use Prowly to Step Up Your PR Link Building Game<\/a><strong>&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"guidelines\"><br><strong>Media relations guidelines - do\u2019s &amp; don\u2019ts&nbsp;&nbsp;<\/strong><\/h2>\n\n\n\n<p>Let\u2019s finish with some takeaways on both the positive and negative sides. Here are 5 Do\u2019s and 5 Don\u2019ts to keep in mind, all focused on the media relations aspect of PR.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Top 5 do\u2019s&nbsp;<\/strong><\/h3>\n\n\n\n<p><strong>\u2705 DO <\/strong><a href=\"https:\/\/prowly.com\/magazine\/media-list-building\/\"><strong>create a contact list<\/strong><\/a><strong> full of journalists and others in the media<\/strong> who are somehow aligned with your message in a way that makes them more likely to be interested. This means cultivating contacts that cover your industry, have recently written about something very similar, are in the same geographic location, work for a platform that\u2019s focused on the same field, etc. Just because someone has a huge audience or you happen to like them personally or whatever doesn\u2019t mean they're a good match for whatever you have to share.&nbsp;<\/p>\n\n\n\n<p>\u2705 <strong>DO make your pitch focused on what\u2019s in it for <\/strong><strong><em>them<\/em><\/strong><strong>.<\/strong> It\u2019s obvious that you\u2019re trying to get some kind of media coverage but how will your media contact benefit from this? Look at the pitch from their perspective and think of their interests.&nbsp;<\/p>\n\n\n\n<p><strong>\u2705 DO <\/strong><a href=\"https:\/\/prowly.com\/magazine\/media-pitch-follow-up\/\"><strong>follow up on your initial pitch<\/strong><\/a><strong>.<\/strong> This means having a tool that gives you some analytical insights into which recipients opened your mail, clicked on a link, etc. Take advantage of these signs of interest with a follow-up message that moves the conversation forward.&nbsp;<\/p>\n\n\n\n<p>\u2705 <strong>DO consider using <\/strong><a href=\"https:\/\/prowly.com\/magazine\/outreach-email-templates\/\"><strong>ready templates for your pitch<\/strong><\/a> if you\u2019re just starting out or not confident about your writing skills. Templates make it easy to simply add the relevant details and still sound professional. Careful - you still need some personalization for every pitch (more on this in a second).&nbsp;<\/p>\n\n\n\n<p>\u2705 <strong>DO be patient after your pitch is sent.<\/strong> Your audience isn\u2019t nearly as excited about your <a href=\"https:\/\/prowly.com\/magazine\/pr-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR campaign<\/a> as you are and need more time to get around to it and consider their response. It\u2019s hard to specify the amount of time you should wait, but it\u2019s almost certainly a bit longer than the amount of time you <em>want <\/em>to wait before following up.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Top 5 don\u2019ts<\/strong><\/h3>\n\n\n\n<p>\u26d4<strong> DON\u2019T assume that everyone (or anyone\u2026) will be interested in your message and instantly jump at the chance to write about you.<\/strong> The truth is that gaining media coverage is hard and results from the careful cultivation of both your contacts and the way you make your pitch. Of course, we want you to be optimistic but also realistic about this aspect of PR.&nbsp;<\/p>\n\n\n\n<p>\u26d4 <strong>DON\u2019T send the same pitch to everyone<\/strong>. Who wants to get a perfect copy of the same thing that everyone else got? Make it clear that you\u2019ve spent some time getting to know someone and the work they\u2019ve done with references to past contacts, their recent posts, etc.&nbsp;<\/p>\n\n\n\n<p>\u26d4 <strong>DON\u2019T reach out to a particular journalist more than three times in a single campaign.<\/strong> The first pitch, a follow-up and a final message regretting that you couldn\u2019t connect are enough. Don\u2019t bombard anyone with repeated emails on the same topic.&nbsp;<\/p>\n\n\n\n<p><strong>\u26d4 DON\u2019T confuse the message you\u2019re trying to spread with something that is truly newsworthy. <\/strong>Journalists know what meets this definition and if you repeatedly fail to gain interest in a media pitch, this is likely the explanation for why.&nbsp;<\/p>\n\n\n\n<p>\u26d4<strong> DON\u2019T make media contacts search for additional information about you, your brand, etc. <\/strong>Make background info and anything else they might need easily available to them so the entire task of covering you is easier. <a href=\"https:\/\/prowly.com\/magazine\/tips-tricks-for-how-to-build-a-better-online-newsroom\/\">Online newsrooms<\/a> are especially helpful here.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ready-to-get-started-in-pr\"><br><strong>Ready to get started in PR?<\/strong><\/h2>\n\n\n\n<p>Getting started in PR isn\u2019t as hard as you might think. You don\u2019t have to sit down for an interview with a famous media outlet or regularly appear on network television to engage in PR. As you can see from our list, there are many, smaller ways to take care of your public image and the way your brand or company is seen.&nbsp;<\/p>\n\n\n\n<p>It\u2019s likely that you\u2019re already involved in at least one thing on our list to some degree, so expanding your PR work is simply a matter of growing into new roles and turning to new opportunities to manage the way the public perceives you.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re doing anything to make that perception as favorable as possible, you\u2019re already active in PR so there\u2019s no need to think of yourself as a beginner. Use the experience you\u2019ve gained so far for insights into what area you can move to next in your quest to influence the impression your brand makes on everyone who interacts with you.&nbsp;<br><\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792149861000-1315291741\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792149861000-1315291741\"><\/div>\n\n\n\n<p><br><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by Dayne Topkin<\/span><\/em><br><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every penny spent on marketing should generate revenue. PR is no different. Here are some fundamentals you should remember about when forming a successful strategy for your business<\/p>\n","protected":false},"author":230,"featured_media":17771,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[90,44],"class_list":["post-4135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning","tag-ebook","tag-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Public Relations for Beginners: A Guide to PR<\/title>\n<meta name=\"description\" content=\"Getting started in public relations isn\u2019t as hard as you might think. 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