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DIY PR: ShapiroPR's Complete Guide to Getting Publicity Without a Publicist

Updated: 10 hours ago


Introduction


In today's competitive marketplace, publicity can be the difference between a successful product launch and one that falls flat. While professional publicists undoubtedly bring value, many entrepreneurs, small business owners, and creators lack the budget to hire one. The good news? With dedication, strategy, and persistence, you can create visibility in the media and achieve meaningful results.


Pair of hands opening book pages

This comprehensive guide from ShapiroPR will walk you through proven DIY PR methods that can help increase the visibility of your products and services without the expense of hiring a PR professional.


Before diving into tactics, it's important to understand what public relations means in today's media landscape:


  • Traditional PR: Securing coverage in newspapers, magazines, TV, and radio

  • Digital PR: Gaining visibility through online publications, blogs, podcasts, and social media

  • Influencer Relations: Partnering with relevant influencers who can amplify your message

  • Community Building: Creating direct relationships with your audience that generate word-of-mouth publicity


The most effective PR strategies leverage multiple channels to create a cohesive narrative around your brand, product, or service.


Strategy 1: Create a Compelling Media Kit

A professional media kit serves as your PR foundation. It provides journalists and content creators with everything they need to cover your story.



  1. Craft a compelling company/product narrative 

    • Write a concise, engaging 1-2 paragraph company overview

    • Develop a clear mission statement that captures your "why"

    • Create an origin story that humanizes your brand

  2. Prepare key press materials 

    • Write 2-3 ready-to-use press releases about your product/service

    • Create a detailed fact sheet with specifications, pricing, and availability dates

    • Include high-resolution product images and relevant videos (ensure these are professionally shot)

    • Prepare a founder/leadership biography with professional headshots

  3. Compile media validation 

    • Include any previous press coverage you've received

    • Feature customer testimonials and reviews

    • Add relevant industry awards or recognition

  4. Package everything professionally 

    • Create both digital (website, press page) and downloadable versions (PDF)

    • Use consistent branding throughout all materials

    • Make contact information prominently visible


Pro tip: Store your media kit in an easily accessible online location and keep it updated as your product or company evolves.


Strategy 2: Build Your Media Contact List

Successful PR depends on reaching the right journalists and content creators who cover your industry.


Steps to build a targeted media list:


  1. Identify relevant media outlets. 

    • Research publications, blogs, podcasts, and YouTube channels that cover your industry

    • Focus on niche outlets that reach your specific target audience

    • Don't overlook trade publications, which often have less competition for coverage

  2. Find the right contacts 

    • Look for journalists who have written about similar products or companies

    • Search for writers who cover the specific beat related to your industry

    • Use tools like Twitter lists, LinkedIn, or media databases to identify relevant contacts

  3. Organize your contacts systematically 

    • Create a spreadsheet with contact name, outlet, email, social handles, and relevant notes.

    • Track their recent articles to understand their interests and angles

    • Note any personal connections or mutual contacts you might have

  4. Follow and engage before pitching 

    • Follow journalists on social media and engage meaningfully with their content.

    • Comment on their articles with thoughtful insights (not promotional comments)

    • Share their work when relevant to build goodwill.


Pro tip: Quality trumps quantity. A targeted list of 20-30 highly relevant contacts is more valuable than a generic list of hundreds.


Strategy 3: Craft Newsworthy Angles and Pitches

Journalists receive dozens or even hundreds of pitches daily. To stand out, you need to craft compelling, newsworthy angles.


woman seated at a laptop


  1. Identify your unique news angles 

    • What problem does your product uniquely solve?

    • Do you have interesting proprietary data or research to share?

    • Is there a compelling founder story or unusual business approach?

    • Are you disrupting an industry or challenging conventional wisdom?

    • Does your product tie into current trends or news events?

  2. Match angles to specific outlets 

    • Customize each pitch for the publication and journalist

    • Reference their previous related coverage to show you've done your homework

    • Explain specifically why their audience would care about your story

  3. Structure your pitch email effectively 

    • Use a concise, attention-grabbing subject line (avoid clickbait or all caps)

    • Keep the email brief (150-200 words maximum)

    • Start with a personalized greeting that shows familiarity with their work

    • Lead with your strongest news angle in the first paragraph

    • Include essential details, but save the full story for follow-up

    • End with a clear call to action (interview availability, product sample offer, etc.)

  4. Follow up strategically 

    • Wait 3-5 business days before following up

    • Add new information or a different angle in your follow-up

    • Limit yourself to 2-3 follow-ups per pitch

    • Be respectful of journalists' time and decisions


Pro tip: Timing matters. Research editorial calendars and pitch seasonal stories 2-3 months in advance. For breaking news tie-ins, respond quickly (within hours) with your expert perspective.


Strategy 4: Create Compelling Press Releases

Despite claims that "the press release is dead," a well-crafted release remains a valuable PR tool, especially for significant announcements.



  1. Choose genuinely newsworthy topics 

    • Product launches or major updates

    • Significant partnerships or client acquisitions

    • Funding announcements or major growth milestones

    • Industry awards or recognition

    • New research or data reports

  2. Follow the proper press release format 

    • Include release date and contact information at the top

    • Write an attention-grabbing headline that clearly states the news

    • Place the most important information in the first paragraph (who, what, where, when, why)

    • Add a compelling quote from company leadership or relevant stakeholders

    • Include supporting details in subsequent paragraphs

    • End with a standardized company boilerplate

  3. Optimize for digital distribution 

    • Include relevant keywords for SEO

    • Add multimedia elements when possible (images, videos, infographics)

    • Include social media handles and hashtags

    • Add links to relevant landing pages or additional resources

  4. Distribute strategically 

    • Send directly to your media contacts when appropriate

    • Consider using free distribution services for broader reach

    • Post on your website's press page

    • Share across your social media channels


Pro tip: Don't issue press releases for minor updates. Save them for truly newsworthy announcements to maintain credibility with media contacts.


Strategy 5: Build Relationships with Journalists and Influencers

PR is fundamentally about relationships. Building authentic connections with media professionals can lead to ongoing coverage opportunities.


Steps to build media relationships:


  1. Start with genuine engagement 

    • Follow journalists on social media and engage meaningfully with their content.

    • Share their articles with thoughtful comments (not just "Great article!")

    • Provide helpful information or sources even when it doesn't directly benefit you

    • Attend industry events where the media might be present

  2. Position yourself as a reliable resource 

    • Respond promptly to journalists' inquiries

    • Provide accurate, factual information without excessive spin

    • Respect deadlines and format requirements

    • Make introductions to other experts when appropriate

  3. Stay top of mind without being pushy 

    • Share occasional updates about your industry (not just your company)

    • Congratulate journalists on their achievements or excellent articles

    • Connect them with story ideas even when you're not involved

  4. Nurture relationships over time 

    • Maintain contact even when you don't need immediate coverage

    • Remember personal details and professional interests

    • Respect boundaries and communication preferences


Pro tip: Quality relationships with 5-10 key journalists in your industry can provide more consistent coverage than cold pitching hundreds of random contacts.


Strategy 6: Create Shareable Content and Data

Original research, reports, and unique content can attract media attention while positioning you as an industry thought leader.



  1. Develop original research or data 

    • Conduct industry surveys or analyze your customer data

    • Identify surprising trends or counterintuitive findings

    • Present data in easy-to-understand formats

    • Create a narrative around what your findings mean for the industry

  2. Package your content professionally 

    • Create visually appealing reports or white papers

    • Develop shareable infographics highlighting key statistics

    • Prepare both detailed reports and simplified summaries

    • Include expert commentary on the findings

  3. Distribute strategically 

    • Create a dedicated landing page for the content

    • Issue a press release announcing the findings

    • Pitch the research to relevant industry publications

    • Share key findings on social media with engaging visuals

    • Host a webinar or virtual event to discuss the results

  4. Make it easy for others to share 

    • Create pre-written social media posts with your findings

    • Develop embeddable graphics with attribution built in

    • Provide clear guidelines for how others can use your research


Pro tip: Annual industry reports that track changes over time can become anticipated media events that generate coverage year after year.


Strategy 7: Utilize Social Media for PR Opportunities


Social platforms aren't just for marketing—they're increasingly essential PR channels where journalists discover stories and sources.



  1. Optimize your profiles for media discovery 

    • Complete all profile sections with media-friendly information

    • Pin important announcements or press mentions

    • Include media contact information in your bio

    • Use relevant industry keywords and hashtags

  2. Monitor for relevant conversations 

    • Set up alerts for industry keywords and trends

    • Follow journalists and publications in your space

    • Join industry-specific groups and chats

    • Watch for journalist requests using hashtags like # journalistrequest or #PRrequest

  3. Create shareable, media-friendly content 

    • Share original data and insights regularly

    • Comment thoughtfully on industry news

    • Create visual content that tells your story

    • Develop thread formats that showcase your expertise

  4. Engage strategically with media and influencers 

    • Respond to journalists’ questions in your field

    • Share and comment on their articles

    • Tag them appropriately when sharing relevant content

    • Avoid overly promotional approaches


Pro tip: X remains particularly valuable for media relationships, while LinkedIn is increasingly important for B2B thought leadership, which can lead to press opportunities.


Strategy 8: Create and Promote Compelling Brand Stories


Storytelling is the heart of effective PR. Developing narratives that resonate emotionally can significantly increase your coverage potential.


Steps to develop your brand storytelling:


  1. Identify your core narratives 

    • Your founder's journey and motivation

    • Customer transformation stories

    • Your company's mission and impact

    • Challenges overcome and lessons learned

    • Your unique approach or methodology

  2. Structure stories for media appeal 

    • Focus on human elements, not just business metrics

    • Identify the conflict, challenge, or problem solved

    • Highlight unexpected aspects or surprising turns

    • Include specific details and sensory elements

    • Ensure stories reflect your brand values

  3. Package stories in multiple formats 

    • Create long-form case studies

    • Develop short-form social media narratives

    • Capture video testimonials and stories

    • Create visual timelines or story illustrations

  4. Pitch stories to appropriate outlets 

    • Match story angles to publication interests

    • Consider exclusive offers for major stories

    • Provide ready-to-use formats for easier publication

    • Include quotes from multiple perspectives


Pro tip: Collect stories continuously from customers, employees, and partners. Build a "story bank" from which you can draw for various PR opportunities.


Strategy 9: Host or Participate in Events


Speaker holding microphone in front of an audience

Whether physical or virtual, events create natural publicity opportunities and media touchpoints.


Steps to leverage events for PR:


  1. Create your own newsworthy events 

    • Host industry workshops or educational webinars

    • Organize panel discussions with industry experts

    • Launch products with special virtual or in-person events

    • Create annual award programs recognizing industry achievements

  2. Leverage existing industry events 

    • Submit speaking proposals for conferences

    • Sponsor relevant industry gatherings

    • Organize satellite events around major conferences

    • Arrange media interviews during industry events

  3. Prepare media materials for events 

    • Create event-specific press releases

    • Develop visual assets for easy media use

    • Prepare speaker one-sheets and talking points

    • Set up a virtual media room for important events

  4. Maximize post-event coverage 

    • Share recordings, transcripts, and key takeaways

    • Create recap blog posts or summary reports

    • Follow up with the attending media with additional info

    • Leverage event content for ongoing PR pitches


Pro tip: Even small, well-executed virtual events can generate significant coverage if they provide genuine value and include noteworthy participants.



Positioning yourself or key team members as thought leaders creates ongoing media opportunities and builds credibility.


Steps to establish thought leadership:


  1. Define your area of expertise 

    • Identify specific niches where you have unique insights

    • Determine what perspectives are missing in your industry

    • Focus on topics with both current relevance and staying power

    • Consider what contrarian or fresh viewpoints you can offer

  2. Create a consistent content calendar 

    • Develop regular blog posts on your expertise

    • Write guest articles for industry publications

    • Create video content sharing insights and analysis

    • Start a podcast or be a guest on relevant shows

  3. Pursue speaking opportunities 

    • Submit proposals to industry conferences

    • Offer to speak at local business events

    • Host your own webinars and virtual events

    • Create short-form thought leadership videos

  4. Share insights with the media 

    • Offer trend analysis and predictions to journalists

    • Provide expert commentary on industry news

    • Create "state of the industry" reports

    • Share proprietary data with the media first


Pro tip: Effective thought leadership focuses on providing genuine value to the audience, not promoting your products. The PR value comes from the credibility and visibility you build.


Strategy 11: Implement a Customer Advocacy Program


Happy customers can become your most powerful PR assets, providing authentic testimonials and helping spread your message.


Steps to build a customer advocacy program:


  1. Identify your most enthusiastic customers 

    • Look for customers who have already provided positive feedback

    • Focus on those who have seen significant results

    • Consider customers who are articulate and have relevant platforms

    • Prioritize customers in interesting or high-profile industries

  2. Create structured advocacy opportunities 

    • Develop case studies featuring their success stories

    • Invite them for interviews or podcast appearances

    • Feature them in your content and social media

    • Connect them with media for third-party validation

  3. Make it easy for advocates to share 

    • Provide templates for social sharing

    • Create visual assets they can use

    • Draft sample language that they can customize

    • Offer clear guidelines on what they can share

  4. Recognize and reward advocates 

    • Provide early access to new features

    • Create exclusive advocate communities

    • Offer speaking opportunities at your events

    • Promote their businesses when appropriate


Pro tip: One enthusiastic customer sharing their authentic experience can be more persuasive than dozens of company-issued press releases.


Strategy 12: Monitor and Respond to PR Opportunities


Being ready to jump on relevant news and trends can create timely PR wins.


Steps to implement effective monitoring:


  1. Set up comprehensive monitoring systems 

    • Create Google Alerts for your brand and key industry terms

    • Use social listening tools to track relevant conversations

    • Follow industry hashtags and trending topics

  2. Develop rapid response capabilities 

    • Create templates for common response types

    • Establish an approval process for quick turnarounds

    • Prepare spokesperson availability for media opportunities

    • Have basic media assets ready to customize

  3. Practice newsjacking appropriately 

    • Identify relevant news trends quickly

    • Develop a unique angle or perspective

    • Reach out to journalists covering the story

    • Offer expert commentary or additional context

  4. Track and measure results 

    • Monitor coverage resulting from your efforts

    • Analyze which approaches generate the best results

    • Adjust strategies based on response rates

    • Build on successful placements for follow-up opportunities


Pro tip: Being among the first to provide valuable commentary on breaking industry news can establish you as a go-to source for future stories.


Strategy 13: Leverage Awards and Recognition Programs


Industry awards can generate publicity and build credibility for your brand or products.


Steps to use awards for PR:


  1. Research relevant award opportunities 

    • Identify industry-specific awards and recognition programs

    • Look for product, company, and individual award categories

    • Consider both prestigious and niche recognition opportunities

    • Research requirements, deadlines, and past winners

  2. Prepare strategic submissions 

    • Align submissions with your PR messaging

    • Provide concrete data and results

    • Include compelling customer testimonials

    • Follow submission guidelines precisely

  3. Maximize award publicity 

    • Issue press releases for nominations and wins

    • Create a dedicated website and social media content

    • Add award logos to your website and marketing materials

    • Share the news with customers and partners

  4. Leverage recognition for ongoing PR 

    • Reference awards in future media pitches

    • Include award mentions in executive bios

    • Use recognition to support thought leadership positioning

    • Connect with other award winners for collaboration


Pro tip: Even if you don't win, being shortlisted for prestigious awards can provide PR value and is worth highlighting in your communications.


Strategy 14: Build a DIY PR Measurement System


Tracking the impact of your PR efforts helps you refine your approach and demonstrate value.


Steps to measure PR success:


People working at a white board

  1. Establish clear PR objectives 

    • Define specific, measurable goals for your PR efforts

    • Determine which metrics matter most for your business

    • Set realistic benchmarks based on your industry

    • Create timeframes for achieving different objectives

  2. Track key PR metrics 

    • Media mentions and coverage (quantity and quality)

    • Message pull-through in coverage

    • Website traffic from PR activities

    • Social engagement with PR content

    • Lead generation attributed to PR efforts

  3. Implement measurement tools 

    • Set up Google Analytics goals for PR traffic

    • Use media monitoring services for coverage tracking

    • Create UTM parameters for PR-related links

    • Develop surveys to measure awareness changes

  4. Analyze and optimize regularly 

    • Review metrics monthly to identify trends

    • Compare results across different PR strategies

    • Double down on approaches that generate results

    • Adjust messaging based on what resonates


Pro tip: Focus on quality over quantity in your measurement. One in-depth feature article in a relevant publication can be worth more than dozens of brief mentions.


Conclusion: Building Your DIY PR Flywheel


Effective PR doesn't happen overnight—it results from consistent, strategic efforts that build momentum over time. As you implement these strategies, you'll develop valuable skills, relationships, and assets that enhance each subsequent PR effort.


Start with a solid media kit, a targeted media list, and compelling story angles. Then, expand your efforts as you gain traction and confidence. Be patient and persistent—some of your most valuable media relationships and coverage opportunities may take months to develop.


Remember that authentic, value-driven PR is most effective in today's media landscape. Focus on providing genuine value to journalists and their audiences, rather than simply promoting your products. When you become a trusted resource, the publicity will follow naturally.


Finally, don't be discouraged by initial rejection or silence. Even seasoned PR professionals face numerous "nos" before securing meaningful coverage. Learn from each interaction, refine your approach, and keep building your DIY PR program one step at a time.

With strategic planning and consistent effort, you can successfully generate meaningful publicity for your products and services—no publicist required.


Bonus: PR Resources for DIY Practitioners


  • PR Monitoring Tools 

    • Google Alerts (free)

    • Mention (freemium)

    • Talkwalker Alerts (free)

    • Brand24 (paid with a trial)

  • Press Release Distribution 

    • PRLog (free)

    • PR.com (free and paid options)

    • NewswireToday

    • EIN Presswire (affordable paid option)

  • PR Templates and Examples 

    • Press release templates

    • Pitch email examples

    • Media kit samples

    • Follow-up script templates


Remember, the most valuable PR resource is a genuine story told authentically to the right audience. Focus on that foundation; these tools will help amplify your message effectively.


From reading this guide, it's clear that securing media placements and driving brand visibility is time-intensive and basically a full-time job. You may discover that it will help to invest in PR services, particularly Shapiro PR, boutique PR, as a way to free up the time and bandwidth needed to grow your business.


In that case, feel free to reach out to ShapiroPR anytime!


Kelila Shapiro

ShapiroPR

P: 323-951-9300



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