You will learn:

How to turn current events into a media extravaganza

How to make best use of skimpy PR staffs and budgets

How to spend only a half hour a day on publicity

Tips for using the same news release over and over again

How to create a stable of news release templates

Why you don’t want individual news releases to look different

How to do a nationwide, coast-to-coast media campaign for less than $10.

How to hold down the costs of news releases

The 2 primary jobs of your news release.

The basic format of a news release

Why your news release should never tell the whole story.

The one type of paper you should never use when printing your news release

The 4 news release rules you must never violate

Where to find killer headlines you can steal for your news releases

How to answer “the quiz” question that reporters will ask

2 alternatives to news releases the media love

The one type of non-profit story that is dangerous to pitch over and over again

Why you must learn how to tell a story

How to entice reporters to write a steady stream of stories about your non-profit

The best “slow news days” to pitch your story

The one week of the year when journalists are desperate for story ideas

Why asking for an embargo is useless

The one industry that’s wasting its publicity opportunities

Why you should ignore bad news about your non-profit

Why Paul hates printed media kits

How to piggyback off controversy

How building strong relations with the media helps with damage control

How to piggyback off PR from your home office

How to react when there’s bad news coming out of the home office

Ways to position your executives as experts

Why you shouldn’t take yourself too seriously

Tips for generating publicity for your fund-raisers

How Paul will use free publicity to raise $7 million for a non-profit dog ranch

Story ideas about non-profits that the media love