Must Have Four: An understanding of how the media works – and persistence.
You need to have a basic understanding of how the media works to achieve publicity success. A knowledge of deadlines and the sort of pressures different media are under. A reporter preparing an hourly radio news bulletin, for example, will work differently to the journalist on a monthly glossy magazine.
You can download an online course, or read a book, to get a fast insight into how the media works. My 'DIY PR Kit' is a cost-effective way to get started; it includes lots of templates and advice!
Persistence and patience are vital. Doing your own publicity and PR means you need to think of PR opportunities and news angles for your business, and be prepared to pitch them. The rewards are many. So give it a go!