Earned Media Attention and Expert Status

1. What Makes a Good Story?

1.1. Have real news

1.2. Be first

1.3. Be unique

1.4. Offer local angles on national stories

1.5. Capitalize your ties to a trend

1.6. Take advantage about stories overcoming adversity

1.7. Keep an eye out for people stories

1.8. Solve common problem then tell about it

1.9. Contrary to popular belief

2. PR Toolbox

2.1. The Pitch Letter

2.1.1. Don't waste a word

2.1.2. Customize it

2.1.3. Prove that it fits their readership

2.2. One page, one subject

2.3. Your publicity kit

2.3.1. Backgrounder

2.3.2. Your core message

2.3.3. Service descriptions

2.3.4. Process descriptions

2.3.5. Case studies

2.3.6. Founders

2.3.7. Your photos

3. The Media Interview

3.1. Set goals for the interview

3.2. Never wing it

3.3. Break the ice

3.4. Redirect

3.5. Don't panic

3.6. One last thing

3.7. Prepare a takeaway

4. Created for Service Nation Alliance members by Dave Rothacker

5. PR Defined

6. Why PR is So Powerful

6.1. More credible

6.2. Great return

6.3. Great brand building

6.4. Resells clients

6.5. Resells your staff

6.6. Automatic marketing content

7. 5 Step Small Business PR Plan

7.1. Listen

7.2. Network

7.3. Pitch curves

7.4. Release

7.5. Amplify

8. New Rules New Tools

8.1. Monitor in real time

8.2. Build relationships

8.3. Expand the base

8.4. Go direct