1. Media Kit: Clients need a media kit – or they often need their current materials rewritten – because this content is the principal tool reporters reference for stories and interviews. A media kit must capture the essence of a product or service, distinguishing a company from its competitors while expressing the "brand mythology" that will interest consumers. Reporters frequently ask for a media kit when writing a story about a particular company; and a media kit (as an actual physical folder) is a necessity when meeting journalists at a trade show or press conference or other event. Reporters want these materials because they neither have the time nor inclination to uncover this information (biographies of key executives and background about a company) on their own. A successful press campaign starts with a well-crafted media kit, written by professionals who know what reporters want.

2. Press List: A press list is an essential component of any successful PR campaign. Clients need to know which reporters (and areas of coverage) to target, because it is difficult if not impossible to contact reporters without this preparation. A press list allows a client to initiate a relationship with a reporter who will become a trusted resource; and that same reporter will then call upon a client for interviews and/or commentary. These relationships are often the reason behind a company's frequent media exposure and a competitor's inability to draw attention from reporters.

3. Editorial Calendars: The same proprietary software that PR professionals use to create a press list is available for streamlining the way clients assemble or access editorial calendars for an array of publications. These calendars allow clients to have a chance to contact reporters well before competitors do the same. Many of these calendars provide an overview of planned stories for the next 6 to 12 months, which thus enables clients to position themselves for maximum coverage with enough flexibility to send photos or collateral materials without sudden deadlines.

4. Pitch Letters: Pitch letters are often the first way journalists learn about a particular company, product or service. Writing these materials is an art form, inasmuch as reporters look for certain things and a very specific style of writing. With an effective pitch letter, clients will be able to more easily garner attention and persuade reporters to write the types of stories that have the most positive impact.

5. Press Releases: The quickest way to elevate a client's profile on Yahoo News and Goggle News is through a series of newsworthy press releases. Creating news is a necessity! That way, reporters can verify a company's activity and release of relevant information.

6. Social Media/Outreach to Bloggers: Outreach to bloggers is critical, because clients can establish a powerful presence for their services among the large number of people who have sites that can publicize their brand for them. This sort of exposure gives clients an immediate form of positive publicity, establishing the groundwork for even more press in the near future.

7. Reporter Queries: PR professionals receive daily queries from reporters about various stories. These relationships can also benefit clients, since PR professionals can match a specific client with a specific reporter for a positive article, column or TV segment. These queries often introduce clients to reporters, building goodwill and proving (to reporters) that clients are informative and helpful.

8. General Pitches: Talking to reporters is something a successful PR professional does each day. By talking to reporters – and building on existing relationships – clients can determine the efficacy of a particular story idea or the individual interests of a targeted reporter. This exercise is an investment in time, which yields long-term results because clients will have a better idea concerning the style, structure and importance of pitching print, radio, online and TV media.