This document discusses do-it-yourself (DIY) public relations. It defines PR as communicating messages to the right audience at the right time to build reputation and manage relationships with media. PR aims to gain free editorial coverage rather than sell products directly like advertising. The benefits of PR include wide reach, education, credibility and image building while downsides include lack of message control. Six tips for DIY media relations are developing a strategy, identifying audiences, creating a media list, crafting newsworthy stories, preparing press releases, and pitching to media. DIY PR ideas include releases, events, stunts, and social media campaigns.