The Secret to Good Public Relations

By David Ronald

Publicity can come from anywhere and in many different forms.

It can be as simple as having a letter published in the editorial column of your local paper or as exciting as being invited to speak on CNN.

Publicity can be a game-change for a small business. Good publicity is one of the best ways to build your brand. Good publicity adds credibility to your message and helps you stand out from your competitors.

Achieving good publicity, however, is probably harder than you may think—it can take a huge amount of effort. Good publicity is typically the result of a carefully crafted and executed public relations strategy.

At a former company, I spearheaded a public relations campaign that positioned the company as a thought leader in the digital document space, resulting in coverage from top-tier outlets like Forbes and TechCrunch.

This increased brand visibility directly correlated with a 35% surge in inbound leads over nine months, reversing an 18-month decline. Additionally, by aligning our public relations efforts with key product launches, we amplified market impact and strengthened our competitive position.

In this blog post I will explore some of the secrets to a successful public relations strategy. 

Understand Your Audience

You need to understand your audience on a deep level in order to capture attention in public relations.

It's not just about knowing their demographics—it's about tapping into their interests, values, and the content that resonates with them. Just as you have diverse tastes and hobbies beyond your professional life, so does your audience.

Consider taking the time to identify the media they consume: What magazines are on their coffee tables? What TV shows, podcasts, or online channels are they loyal to?

Dive into these same platforms yourself. By immersing yourself in their world, you'll gain invaluable insights into the themes, language, and narratives that captivate them.

This investment of effort will help you craft messages and strategies that truly connect, turning your outreach into a meaningful conversation rather than just noise.

Create News

Familiarizing yourself with the publications and media your audience engages with allows you to identify the issues they care about and what grabs their attention.

By understanding what they consider newsworthy, you can align your publicity efforts with topics that matter most to them.

Anchor your messaging to current events and trends, and tailor your story pitches to resonate directly with your target audience.

For example, if your business specializes in home organization, consider crafting a story around “Clean Off Your Desk Day” to engage a professional audience. Alternatively, if your expertise is in workplace time-management strategies, you might connect with an at-home audience by sharing tips on completing lingering home improvement projects.

Don’t hesitate to think creatively and stretch the boundaries of your subject matter. The key is to generate news that captivates your audience’s interests, not just what appeals to you.

Send Out Press Releases

Press releases are a great way to alert the media to your news, and they can open the door for having your product or service featured or reviewed in key publications.

Stay attuned to breaking news, and when relevant, craft a press release that connects your business to the story. Pitch your expertise to newspapers, radio and television programs, and magazines, offering yourself as an authority to interview.

Tailor each press release to a specific reporter or editor to avoid it getting overlooked, and frame it with an angle that aligns with your target audience.

Plus, don’t underestimate the importance of including clear and accurate contact information, ensuring reporters can easily reach you for follow-up.

Schedule Briefings

It’s crucial to realize that a press release, by itself, is almost worthless.

A press release on its own holds little value because it often gets lost in the noise and rarely drives meaningful impact. Instead, treat a press release as a strategic tool to engage with key analysts and media contacts, using it as a gateway to initiate thoughtful conversations and build relationships that amplify your message.

Prepare carefully for your briefings. Identify three to five main points you want to communicate ahead of the meeting. These points act as your anchor, allowing you to steer the conversation back on track if it veers off course. Practice delivering these points in a clear, concise, and engaging manner so they resonate with the audience.

Bring your enthusiasm to the conversation and stay on topic but be flexible too and respectful of your audience’s agenda. They may not have room to highlight your product or service in the way you hope, but pushing too hard can be off-putting. Instead, make your request politely, framing it as a suggestion rather than a demand.

You can expect that your press release, if it is relevant and newsworthy, will be featured one way or another by journalists – either in full, or factored into a broader article.

At a minimum, your goal is to use briefings to create a positive impression for future opportunities for publicity.

Follow Up

Building strong relationships with media professionals doesn’t end with the first contact—it’s just the beginning.

Consistent, thoughtful follow-ups are key to maintaining these connections and increasing your chances for more exposure. Avoid pestering them with frequent 'Have you decided yet?' inquiries, which can come across as pushy.

Instead, follow up with purpose. Ask, for example, when the article is expected to publish or when the segment will air, and use the opportunity to share a relevant update or new information they might find valuable. Always reintroduce yourself briefly, as reporters and producers interact with countless people daily.

Don’t underestimate the power of a thank you note.

Sending a personalized note of appreciation after an article is published or a segment airs shows that you value their work and the effort they put into the story—this thoughtful gesture not only strengthens your relationship but also makes media professionals more likely to collaborate with you again in the future.

A sincere thank you goes a long way in fostering lasting partnerships

Avoid Creating Problems

Every reporter has a unique style, perspective, and set of priorities.

Understanding their needs and preferences is key to building strong media relationships. By tailoring your approach and making their job easier, you position yourself as a reliable source they’ll turn to repeatedly for quotes, insights, and interviews.

Take the time to ask about the other stories they’re working on and the various outlets they contribute to. Find out how you can assist them—whether it’s providing background information, suggesting angles, or connecting them with other experts.

Show genuine interest in their work by asking what topics they’d like to explore in the future. When you demonstrate care for their stories and their audience, you create a partnership where both of you will shine.

Study the publication or program they work for, as well as its competitors, so you can provide tailored insights and ideas that align with their goals.

By becoming an invaluable resource, you’ll not only secure more media opportunities but also help them produce outstanding content that benefits everyone involved

Develop a Media Kit

Prior to reaching out to media outlet create a good media kit. Think of it as your business’s resume—it showcases who you are, what you offer, and why your story matters.

A professional and thoughtfully crafted media kit not only makes a strong first impression but also provides journalists, producers, and hosts with everything they need to cover your story seamlessly.

Your media kit should include:

• A compelling short bio—Highlight your expertise, achievements, and what sets you apart.
• An overview of your product or service—Provide a concise, engaging summary that explains its value and relevance to the audience.
• Contact information—Make it easy for media professionals to reach you by including up-to-date email, phone numbers, and social media handles.
• Sample interview questions—Include a list of questions tailored to your topic that can guide an interview, helping the journalist or host prepare while steering the conversation to your strengths.
• Supporting materials—Consider adding high-quality images, press releases, testimonials, and fact sheets that add depth and credibility to your story.

Package all these elements in a professional, organized folder or a digital format, depending on the media outlet’s preference.

Deliver your media kit well in advance of any interview or pitch meeting—this will give media professionals time to review the materials and come prepared.

By providing a polished and comprehensive media kit, you demonstrate professionalism and make it easier for the media to say yes to featuring your story.

Summary

Running a successful publicity campaign takes effort, but it doesn’t have to feel overwhelming.

By understanding your audience’s interests and targeting publications and programs that align with their needs, you set the stage for maximum visibility. A professional approach, supported by a polished media kit, ensures you capture the attention of journalists and producers. 

Build strong relationships with media professionals, and you’ll become their go-to source for quotes and interviews. When you deliver a compelling, engaging interview and follow up with genuine enthusiasm, you leave a lasting impression.

Successful public relations can be a game-changer for your business, driving awareness and increasing your bottom line.

The best part? You don’t need to be a public relations expert to succeed. By following these strategies, you can amplify your media exposure, secure valuable press coverage, and enjoy the benefits of great publicity for your product or service.

Thanks for reading.

What do you think of this list? Leave a comment and let me know.