1. Introduction to PR

2. Developing a media mindset

2.1 What are you afraid of?

2.2 Overcoming your fears

2.3 Think like a journalist

3. How to research and target the media

3.1 Different types of media

3.2 Target the right media

3.3 Finding the media

3.4 Finding journalists

3.5 Create your own media list

4. Finding the stories in your brand

4.1 The importance of stories

4.2 Your customers' stories

4.3 Your personal story

4.4 Collaborator stories

5. How to pitch

5.1 Do your research

5.2 Research publications

5.3 Research blogs and online magazines

5.4 Research radio, TV and podcasts

5.5 Research and connect with journalists

5.6 Coming up with hooks and angles

5.7 Trends hooks

5.8 Newsjacking

5.9 Other common hooks

5.10 Pitching journalists

5.11 Pitch examples

5.12 Follow-ups

6. Writing and sending media releases

6.1 What is a media release?

6.2 How to write a media release

6.3 Media release examples

6.4 When to send a media release vs sending a pitch

6.5 Media release distribution services

6.6 Task: write your media release

7. Creating an online 'media room' or press kit

7.1 What is a media room?

7.2 The main two things to include in your media room

7.3 More things to include in your media room

7.4 Media room design and layout

7.5 Task: create your media room

8. How to find and respond to journalist requests

8.1 What are call-out services?

8.2 HARO (Help A Reporter Out)

8.3 Source Bottle

8.4 Journorequests

8.5 How to respond to call-outs