The document outlines various resources and tips for public relations (PR) professionals, including essentials for effective email pitches, ways to avoid spam, and habits of successful PR individuals. It also highlights key commandments for press releases, principles for running a successful PR agency, and do's and don'ts when pitching to media. Additionally, it provides advice for cultivating a successful PR career and insights that journalists wish PR professionals knew.

1. 9
PR
posters
For your
office walls

2. The posters
5 email pitch essentials
6 waysto avoid sending spam
6 tips for measuring PR social media
7 habits of highlysuccessfulPR people
8 things I wish journalists knew about PR
10 commandments of effective press releases
12 rules to run a successfull agency
13 do’s and don’ts when pitchingto the media
15 tips for a successful PR career

3. 5
email pitch
essentials
Michael Smart @michaelsmartpr
1.
Content that impacts your audience
2.
Why you’re contacting them
3.
A time element
4.
A simple yes or no call to action that’s easy to accept
5.
The most important thing a journalist can see in the
body of your pitch email is the END

4. 6
tips for measuring
PR social media
Paula Berg @paulaberg
1.
Mission Objectives
Goals first, creativity second
4.
Frequency Formats
Report for the future, not the past
2.
Strategic Planning
Develop measurable programs
5.
Tools
Test before you invest
3.
Metrics Benchmarking
First things first
6.
Analysis
Tools don’t manage themselves

5. 6
ways
to avoid
sending
Steve Goldstein @SGoldsteinAI
1.
2.
3.
Use your own company
email address
4.
5.
If you’re emailing a news
release, label it as such
Make your subject line
informative
6.
Avoid the use of all caps
Avoid common spam keywords and phrases: urgent,
great offer, free, amazing,..
Only send pitches and
releases when you have
real news to share.

6. Amanda Littlejohn
@amandamogul
1.
2.
3.
4.
7
Be proactive
5.
Think win-win
Seek first to understand,
then to be understood
Begin with the end in mind
Put first things first
habits of
highly
successful
PR people
6.
Synergize
7.
Sharpen the saw

7. Posters by
Prezly.com
Hundreds of PR teams use
Prezly newsrooms and CRM
tools to share stories.
5 more posters

8. 8
things I wish
journalists knew
about PR
Julia Sahin @Julia_Sahin
1.
We wish you would answer
our emails
6.
We care about our company
and our client’s reputation
2.
We want to know where we
can find you
7.
Our jobs suck as much as
yours do
3.
We get you
8.
4.
We’re not all bad
5.
We put a lot of effort into our
pitches
We love our jobs as much as
you love yours; otherwise,
neither of us would do it

9. 10
commandments
of effective
press releases
Mickie Kennedy @ereleases
1.
Thou shalt be newsworthy and
engaging
2.
Thou shalt not stuff keywords
3.
Thou shalt use links to provide
information not boost SEO
-
4.
Thou shalt write tightly and to
the point
5.
Thou shalt include visuals
6.
Thou shalt tell a story
7.
Thou shalt expand distribution
8.
Thou shalt make the press
release easy to share
9.
Thou shalt not use stale quotes
10.
Thou shalt focus on building
relationships

10. 12
rules to run a
successful PR agency
Lord Peter Chadlington @PChadlington
1. Everything is possible
7. PR people are ignorant. Read!
2. Clients are at the center of your
8. Think enough
business
3. Hire people smarter than you. on’t
D
employ people that don’t get digital.
4. Be tough about ourselves,
our colleagues clients
5. Keep business life separate
6. Learn about money numbers
9. Beware morality creep. Stay honest.
10. Manage expectations.
S
asisfaction = results - expectations
11. Get the small things right
12. Never give up

11. 13
do’s and don’ts
when pitching
to the media
Mikal E. Belicove @Belicove
1. Do reference someone else’s data to
back up your claims
2. Don’t tell me about another
publication’s coverage of your news
3. Do let me know who your
competitors are
4. Don’t give me the details of your
company Christmas party
5. Do give me plenty of lead time
6. Don’t rely on the shotgun approach
7. Do personalize your pitch
8. Don’t puff up your press release
9. Do keep in mind the
“Matthew Effect”
10. Don’t pitch me in public
11. Do consider my work load
12. Don’t nitpick when it comes to
corrections
13. Help me help you

12. 15
tips for a
successful
PR career
Dave Fleet @davefleet
1.
Be a sponge
9.
Learn to stay level-headed
2.
Stay on top of the news
10. Know
3.
Focus on details
11. Learn
4.
Learn to juggle
5.
Learn to write
6.
Embrace numbers
7.
Measure through the lifecycle
8.
Provide solutions
what you don’t know
the difference between
objectives, strategy and tactics
12. Become
a trusted advisor
13. Learn
from your mistakes
14. Think
outside your bubble
15. Understand
converged media

13. Visuals by
Prezly.com
Hundreds of PR teams use
Prezly newsrooms and CRM
tools to share stories.