Public Relations Toolkit

The longest media relations text on this list, written for organizations that need coverage but have no press office. Covers building relationships with journalists from the ground up.

Sarah Silver

Explains what PR covers beyond press releases and crisis management, then gets practical about understanding the media, pitching journalists and media training. Includes sample scenarios and templates.

MWUA

Draws the line between media relations and PR, then covers story angles, pitching, preparing a spokesperson and tracking coverage. Short, well designed and straight to the point.

Roopco

The most recently updated guide here, covering the media landscape, the key newsroom roles and how to work with each of them. Strong visual design with tools and templates for advocacy work.

Terrance Hamm

Shows how a public institution earns media attention and turns it into community support. The examples are drawn from libraries but the tactics transfer to any organization with a local audience.

American Library Association