Complete Guide to Public Relations

Every successful PR campaign starts with a clear narrative. Your brand narrative is the core story that explains who you are, what you do, and why it matters. This isn't a tagline — it's the foundation every press release, pitch, and interview builds upon.

Start by answering three questions: What problem does your brand solve? What makes your approach unique? Why should anyone care right now? Document your answers into a one-page messaging framework with a primary narrative (2-3 sentences), three supporting key messages, and proof points for each message.

A targeted media list is your most valuable PR asset. Rather than blasting every journalist, identify the specific reporters, editors, and outlets that cover your industry and reach your audience.

Start with 50-75 contacts across three tiers: Tier 1 (10-15 top national outlets), Tier 2 (20-30 industry-specific publications), and Tier 3 (20-30 regional and niche blogs). For each contact, note their beat, recent articles they've written, and their preferred pitch method (email, social media, etc.).

A press release is a formal announcement document that tells your story in a format journalists expect. The structure matters: headline, dateline, lead paragraph (who/what/when/where/why), supporting details, quote from a spokesperson, boilerplate about your company, and media contact information.

Your headline should be specific and newsworthy, not promotional. Compare "Company X Launches Revolutionary Product" (bad) versus "New AI Tool Reduces Invoice Processing Time by 73% for Small Businesses" (good). Lead with the news value, not the marketing angle.

The pitch email is what actually gets journalists to open your press release. A great pitch is personalized, concise, and answers the journalist's unspoken question: "Why should my readers care about this?"

Structure your pitch in three parts: a personalized opener referencing the journalist's recent work (1-2 sentences), the news hook explaining what's happening and why it's timely (2-3 sentences), and the ask — whether they'd like the full release, an interview, or data/assets. Keep the total pitch under 150 words.

Begin outreach by giving your Tier 1 contacts exclusive access or early notice. This creates urgency and builds goodwill. After exclusivity windows close (typically 24-48 hours), expand to Tier 2 and Tier 3 simultaneously.

Track every interaction in a spreadsheet: date sent, journalist name, outlet, response status, and follow-up date. Follow up once after 3-5 business days if you haven't heard back. Never follow up more than twice on the same pitch — no response is a response.

When a journalist responds positively, be ready. Prepare a brief document with your three key messages, supporting statistics, and answers to tough questions. Practice delivering sound bites — memorable 10-15 second statements that capture your message.

During interviews, bridge from any question back to your key messages using transitions like "What's really important here is..." or "The bigger picture is..." Always have specific examples and data ready to support your claims.

Set up Google Alerts for your brand name, spokesperson names, and key campaign terms. When coverage appears, amplify it immediately: share on social media, add to your website press page, include in email newsletters, and send to your sales team for use in conversations.

Always thank the journalist who wrote the piece with a brief, genuine email. Don't ask for changes or corrections unless there's a factual error. Building goodwill ensures they'll cover you again.

Track both quantitative and qualitative metrics. Quantitative measures include: number of placements, estimated reach/impressions, website traffic from PR sources, domain authority of covering outlets, and leads generated from coverage.

Qualitative measures include: message accuracy in coverage, sentiment (positive/neutral/negative), quality of outlets achieved, and spokesperson quote usage. Use these metrics to build a monthly PR report. For help understanding what these metrics should look like, see our PR pricing guide.

Every organization needs a crisis plan before a crisis hits. Your plan should include: a crisis response team (who's involved), a decision-making chain (who approves statements), pre-drafted holding statements for common scenarios, media spokesperson designation, and social media monitoring protocols.

In a crisis, speed matters but accuracy matters more. Acknowledge the situation quickly ("We're aware and investigating"), then take time to get the full picture before making detailed statements. Never speculate, never blame, and never say "no comment" — it always sounds guilty.

Sustainable PR isn't about one big press hit — it's about consistent presence. Build a content calendar with monthly themes, quarterly campaigns, and annual tentpole moments. Develop thought leadership by pitching op-eds and contributing expert commentary on industry trends.

As your program matures, expand into adjacent channels: podcast appearances, conference speaking, award nominations, and analyst briefings. Each touchpoint reinforces your brand narrative and compounds over time. Review and refine your strategy quarterly based on what's working.