Free 8-Part PR Training

Build a PR Campaign Designed to Earn Real Media Coverage

Most businesses have more newsworthy material than they realize. The challenge is knowing what to look for—and how to turn it into a campaign journalists can use.

  • Find stronger story ideas inside your business and industry.
  • Create quotes, opinions, and data reporters can build on.
  • Use breaking news and local media opportunities effectively.

Based on what I’ve learned from distributing more than 10,000 press releases each year.

Mickie Kennedy, founder of eReleases
Mickie Kennedy Founder of eReleases and your guide through the eight-part master class.

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Your Eight-Step PR Campaign Plan

Each lesson gives you one practical way to make your business more useful and interesting to journalists.

  1. Own Your Story — Look beyond routine company milestones and uncover the stronger story behind them.
  2. Research Your Industry — Find gaps, blind spots, and useful angles your competitors have overlooked.
  3. Quote Me on It — Create memorable quotes that sound like a person rather than a brochure.
  4. Be the Friendly Jerk — Use a contrarian point of view without becoming an industry pariah.
  5. Count on Me — Turn surveys, rankings, lists, and existing data into material the media can use.
  6. Newsjacking — Join breaking conversations quickly without forcing an awkward connection.
  7. Become a Local Media Darling — Build relationships and become a reliable source in your own market.
  8. Invest in Your PR — Create a repeatable campaign instead of waiting for one lucky media hit.

Built From Real Press Release Results

Practical PR Lessons, Not Marketing Theory

I founded eReleases in 1998 to make effective PR accessible to small businesses. This training comes from seeing thousands of real press releases—which stories journalists ignore, which ones earn attention, and why.

Complete video Eight daily lessons Slides and notes PDF book
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7 Tips for Better Self-Promotion

Home » PR Fuel » 7 Tips for Better Self-Promotion

Self-promotion … Some people do it naturally. Others despise it. Either way, getting it right is crucial to growing your business. Here are 7 essential tips to get you started on the right foot:

  1. Zero in on your target market. This seems obvious, but you’d be surprised how many people get this wrong. Step one is to identify your target market. Who is best suited to use your product or service? Once you figure that out, only market yourself to them. Self-promoting to anyone else is a waste of everyone’s time.
  2. Be confident but not overbearing. Getting number two right requires you to tread a fine line. First of all, you don’t want to come across as a pushy salesman who is full of himself. On the other hand, you need to be confident in what you’re offering or no one will take you seriously. It takes practice to walk this tightrope without falling on your face!
  3. Don’t interrupt. You don’t want someone interrupting your family time do you? Be sensitive to your listening audience’s time. If they’re busy — then they’re busy. You aren’t going to sell yourself to them if all they want to do is get back to eating dinner with their family. Remember, they’re doing you a favor by listening to you in the first place.
  4. Get to the point. It’s easy to ramble on and on. But the more you ramble, the less chance you have of the party on the other end being receptive to what you have to say. In fact, the more words that come out of your mouth, the more likely your promotional message is getting muddled in the process.
  5. Put your service into everyday speak. Have you ever come across a company website where you read the homepage and you have no clue what the heck they actually do? Remember, all of that industry jargon that you use — your customers probably don’t. If you’re a lawyer, you aren’t speaking to other lawyers. You’re speaking to those who will need your service. Adjust your language accordingly.
  6. What makes you different? Why should someone listen to you when there are a million other people offering something similar? You need to come up with your own Unique Sales Proposition (USP) and present it clearly to your target customer. Otherwise, your self-promotion will fall flat and they’ll just go with whoever else they know offers a similar service.
  7. Call to action. Think of your potential clients as sheep (and we mean that in the nicest way possible). They need to be told what to do. Your self-promotional spiel will mean little if the other party is left wondering what to do next. Instruct them!

Remember, all businesses rely on a certain degree of self-promotion. Learn how to do so effectively and watch your company grow.

This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: https://www.ereleases.com/free-offer/pr-checklist/

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