Media Relations Toolkit + Media List Tracker: The Complete PR System for Executives, Founders & Comms Teams

Media relations is one of the highest-leverage tools available to any organization, and most teams are winging it. This toolkit replaces guesswork with a complete, ready-to-use system: the same strategic approach top PR consultancies charge thousands to deliver, built for you to open and use today.

WHAT'S INSIDE

•     A complete media relations strategy framework: objectives, key messaging, audience mapping, story angles, and risk assessment

•     The Media List Tracker: a fully structured contact database with 23 tracking fields, color-coding, and a maintenance system

•     10 ready-to-adapt pitch templates, from first introduction to re-engagement and correction requests

•     A master press release template plus 10 scenario variants: launches, funding, crises, partnerships, and more

•     A full executive interview workbook: message maps, bridging techniques, and format-specific guidance for TV, radio, podcast, and print

•     Crisis media relations kit: holding statements, escalation matrix, spokesperson briefing template, and press conference checklist

•     Media monitoring and measurement dashboards, including an honest breakdown of what AVE can and cannot tell you

•     9 quality-control checklists to run before every launch, pitch, interview, and crisis moment

•     Bonus vault: 100 pitch subject lines, 50 story angle ideas, 30 relationship-building tips, a full glossary, AI prompts, and an annual planning calendar

WHO IT'S FOR

•     Founders and executives building a public profile without a large in-house team

•     In-house marketing and communications professionals expanding into media relations

•     Nonprofit and public sector teams working with limited budgets and high scrutiny

•     Agency account teams standardizing media relations across multiple clients

•     Students and early-career PR professionals building a practical foundation

FORMAT & DELIVERY

43 pages, delivered as an editable PDF formatted for both screen and print. Every tracker and template is yours to copy, customize, and use immediately.

This is the system we use ourselves, packaged for you to use in your own organization.