Creating a seamless PR powerhouse for your business doesn't have to be costly or require a full-fledged team.

By organising your assets and being proactive with your outreach, you can manage public relations effectively and efficiently.

Here's a step-by-step guide to building your PR toolkit:

Create a PR/Media folder

First, centralise all of your PR assets in a shared and easily accessible location like Google Drive or Dropbox. This allows you to quickly share documents with media outlets or collaborators.

Here's how to structure it:

• High-res headshots: Professional images of yourself or key members of the team, optimised for media use.

• Press releases (PDF): Keep updated press releases organised by date and topic.

• High-res team images: Group photos of the team.

• Logos (PDF/Vector): High-quality versions of your logos in multiple formats.

• Fact sheets for thought leadership: Summaries of your expertise or key areas your company focuses on, positioning you as a thought leader.

• Product fact sheets: Include the recommended retail price (RRP), product specs, and where to purchase (with links).

Tip: Ensure all files are properly named (e.g., "Product_Factsheet_Oct_2024.pdf") and avoid generic file names like "Image_1.jpeg" or "PressRelease_Version1.pdf." This organisation will give your business a professional image.

2. Build a simple PR database

You don’t need fancy software—start with a simple spreadsheet (in Excel, Google Sheets, etc.) to manage your contacts. In your spreadsheet, you should include:

• Name

• Email Address

• Social Media Handles (optional)

• Publication or Media Outlet

• Title or Role (if available)

• Notes (e.g., topics of interest: health, beauty, technology, etc.)

Use your database to track outreach and follow-ups. It will serve as your personal press list and can be shared with your team as needed.

Where to Find Contacts:

• Use tools like PR Sauce (or similar) to get access to journalists and Creator (influencer) contact info.

• Research and gather details via LinkedIn, X, or other social platforms where journalists are active.

• Pay attention to what topics the contacts are interested in (trends, health, fashion, etc.) and note these for personalised pitching.

3. Stay proactive & reactive

Allocate time weekly for PR activities. You need to strike a balance between proactive and reactive strategies:

• Proactive PR: Set a few hours each week to focus on sending out press releases, pitching stories, or building relationships with journalists and influencers.

• Reactive PR: Be prepared to jump on relevant news trends or share any updates quickly when opportunities arise.

By setting aside time for PR each week, you can manage your outreach without feeling overwhelmed and ensure you’re ready to respond to media requests promptly.

4. Use free CRM tools for managing contacts (Optional)

While a spreadsheet works well for most businesses, if your contact list grows or you want to track more interactions, you can use a free CRM tool (like HubSpot or Zoho CRM) to manage relationships. These platforms often come with added features such as automated follow-ups, email tracking and organisation of communication history.

5. Stay organised & keep things updated

Maintaining a tidy PR system is crucial for staying on top of your game:

• Regularly update your press kit and media assets.

• Make sure your product fact sheets and images are up to date.

• Consistently refresh your contact database to ensure it remains accurate.

By following these steps, you’ll create a professional, organised, and effective PR powerhouse for your business—without the need for hefty costs or a dedicated team.