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Getting good PR is easier—and cheaper—than you think!
If you want to get media attention, you don’t need to spend a dime—and you definitely don’t have to pay someone to do the work for you. Here’s how to do it yourself.
In DIY Public Relations, PR and marketing expert Dan Shortridge lays out a roadmap for your local organization, small business, or nonprofit to tell its story and spread the word. If you don’t have a communications and marketing staff, if you’re just getting started in your PR career, or if you’ve just been told to “get us on the news,” this is the book to read.
Full of hands-on advice scaled to the local level, it draws on the author’s more than 20 years of experience in community journalism and state-level PR to show how to ace a media interview, organize a successful press event, and steer your organization through a crisis.
“Getting your news out there isn’t about making friends with reporters or having a giant list of contacts—it’s about having a good story and telling it in the most effective way possible,” says Shortridge, who’s helped advise nonprofits, small businesses, and government agencies. “You don’t need a lot of money—or any money—and you can do it all yourself with some simple tools and by following these techniques.”
Business owners, PR and marketing professionals and nonprofit leaders will share their insights and tips to maximize positive publicity. You’ll learn about how to research targeted media outlets, pick the best time for reaching out, handle all the tiny details with confidence, and write a news release so an editor will run your story without changing a word.
With field-tested advice on every page drawn from newsrooms and PR people from around the country, readers will get practical guidance on how to:
- Pitch a story and stick the landing for success
- Adapt one of 14 specific story angles perfect for local organizations
- Make those first connections with local reporters
- Use bridging statements to handle a tough question
- Write well and clearly using seven simple steps
- Avoid saying “no comment” even when you don’t want to comment
- Attract and take care of elected officials and other VIPs
- Define, research, and reach your audience
- Be consistent with your media outreach
- Build a crisis communications plan that will let you sleep at night
One key chapter focuses on repurposing materials for the media into content for annual reports, social media, website copy, and newsletters—showing how PR can fit seamlessly into an overall marketing plan. Another chapter contains 16 tried-and-true tips on what not to do when working with the media, including playing secretive games or falling for scams.
As a bonus, it features a toolkit with examples and templates for writing a hard news announcement, event preview, media advisory, calendar item, staff promotion or hiring news, and crisis statements. DIY Public Relations is your complete guide for media success.
“DIY Public Relations is a hands-on storytelling map—detailed, useful, and practical—with a focus on strong narratives and local knowledge. For small business owners, nonprofits, activists, and others looking for a media-tested guide to reach and engage real people and solve problems, this book has the answers. Dan doesn’t hold anything back—this is two decades of community journalism and PR expertise at your service.”—Beth Macy, New York Times bestselling author of Raising Lazarus, Dopesick, Truevine, and Factory Man; former reporter for the Roanoke Times
“Dan’s practical public relations tips provide long time media professionals and newbies great insight and effective ideas for their work. This guide gives examples of real life situations in the public relations field, including writing to your audience, creating relationships with media and dealing with crisis situations. If you’re looking for a good overview or refresher on the principles of PR, Dan’s book is a great place to begin.”—Jamie Farmen, community development coordinator and marketing manager, South Dakota Community Foundation
“If public relations were a car, Dan Shortridge has provided the keys for it that anyone can drive, provided they follow some simple, basic steps. Dan does a masterful job outlining those steps in his book, DIY Public Relations. You don’t need a high-profile, high priced PR firm to get your message out. Just read Dan’s book, follow the path he outlines, and enjoy the results whether your goal is to raise awareness, grow sales, increase donations, or meet new clients. This book tells you exactly how you do it.”—Ed Curlett, public affairs professional
“The trick to getting good public relations is simple: Have a great story, and tell it well. This book is an incredibly powerful tool to help nonprofits and small businesses identify their stories and tell them effectively so that journalists will be excited to share them. It’s a critical skill for nonprofit organizations’ public relations staff and executive directors, as well as small business owners and others who need to market themselves with limited resources.”—Allison Taylor Levine, MPA, APR
“DIY Public Relations is a thorough, easy-to-read presentation of strategies for getting the public to notice your organization, business, or whatever it is you want to promote. As a longtime newspaper journalist, I can attest Mr. Shortridge is spot on when he writes about the media, especially when he discusses ways of attracting the media’s attention in order to generate positive publicity for your cause. His frequent use of examples to drive home his points is very helpful. I’d recommend this book to anyone thinking about dipping their toes into the PR pool.”—Dave Perozek, metro editor, Northwest Arkansas Democrat-Gazette
“Dan Shortridge’s DIY Public Relations is a gem that is chock full of fundamental, essential advice on managing and leading public relations strategies. As a seasoned communication professional, Dan conveys a straightforward and commonsensical approach to PR. No matter if you are a veteran PR strategist or someone just getting into the business, Dan’s guidance provides a back-to-basics approach with a creative flair on how to tell your story effectively.”—Jim Smith, external affairs manager, Delmarva Power
“DIY Public Relations is an informative step-by-step manual filled with real-life examples to design and implement successful PR campaigns. What a gift for beginning publicists or anyone needing media attention for their business, project, or cause. As an experienced expert in the field, Dan takes his professional knowledge and breaks it down, making the path to success clear, practical and possible.”—Cathy Taylor, president, Cathy Taylor Public Relations
Chapter 1: Public Relations Isn’t Hard
Chapter 2: Figuring Out Your Audiences
Chapter 3: Identifying and Telling Your Story
Chapter 4: Reaching the Media
Chapter 5: Hammering Out the Details
Chapter 6: The Art of the Interview
Chapter 7: The Science of Events
Chapter 8: Curveballs: Navigating Crises and Other Problems
Chapter 9: Developing Other Content
Chapter 10: What Not to Do
Appendix: Toolkits and Templates