PR guides for founders and small businesses

Plain-English guides to earned media, pitching journalists, newsjacking and getting in the news without a PR agency.

• How much does a PR agency cost?

  PR agency retainers commonly run US$5,000 a month or more. What you pay for, what to ask before you sign, and cheaper ways to get into the news.

• What is earned media?

  Earned media is coverage a journalist or editor chose to publish. What counts, how it differs from paid and owned media, and how to earn it.

• How to pitch a journalist

  How to pitch a journalist: pick the right person, write a subject line and first line that work, make one clear ask. A worked example included.

• How to get in the news

  How to get in the news without an agency: find a story to add to, pick the right journalist, pitch briefly, build a habit. Steps and mistakes to avoid.

• Newsjacking: how to do it well

  Newsjacking means tying your expertise to a story already in the news. How to do it well, when to skip, and mistakes to avoid.

• How to get mentioned in ChatGPT: does PR help AI search?

  Does PR help AI search? AI tools often draw on published sources, so trusted coverage can help. What to do and what nobody can honestly promise.