This no-frills guide to public relations is everything you wish you learned in college about launching a PR career or adding new skills to your marketing position.

In an honest, boots-on-the-ground account of two decades working in PR, I’ll teach you how to work with bloggers, podcasters, and traditional media to gain press coverage, organic SEO, and better working relationships.

Ultimately, this guide serves as a tough-loving mentor for anyone trying to get ahead in PR or marketing.

PR 101

• PR’s Difference and Types of PR Roles

Forget Your Story

• Generating News Ideas and News Ideas That Will Actually Run

Your PR Toolbox

• The Press Release and Probably More Important Tools

Understanding the Media

• Media Etiquette and Media Exclusives
• Changing Rules for Differing Media
• Building Media Lists

Working with Print and Online

• Editorial Calendars, Contributed Articles and Blog Posts

Working with Television

• General TV News, Nighttime News and Morning Shows

Working with Radio and Podcasts

• General Radio News, Morning Shows and Special Segments and Podcasts

Operating Like a Newsroom

• Press Events and Photo/Video Opportunities
• Taking Photos/Video for the Media
• Press Conferences

PR Cheats

• Shotgunning Your Approach
• Press Release Distribution Services

Infusing Other Disciplines

• Search Engine Marketing (SEO) PR
• Social Media PR
• Content Marketing

Tying It All Together

• Building Your PR Plan
• PR Timelines and Tactics
• Selecting Audiences

Living the PR Lifestyle

• The Maximized Style
• Becoming a Writer
• Working with Others
• Crisis Prevention
• Media Relationships
• Reporting Your Results
• Discovering Your Story