The document outlines 10 steps for consumer PR professionals to get more and better media coverage for their clients. The steps include addressing a clear pain point, tying stories to breaking news and events, using catchy subject lines, pitching seasonal gift guides and national days/months, creating expert tips and top 5 lists, building relationships with reporters, leveraging contacts across different accounts, mastering media contact lists, and following up proactively with reporters by phone when email fails to generate a response. The overall goal is to prepare thoroughly for opportunities by thoroughly researching reporters and trends, crafting compelling pitches, and following up actively to increase the chances of securing positive PR coverage.