The first step is writing a positioning statement outlining why you are different from the competition. Next up, list all your objectives and your target audience. Once that is complete you need to identify your target media. Make a complete list of appropriate TV, newspaper, radio and online outlets. Now comes the important part: you need to develop your story angles. Keeping the particular media outlet in mind, sit down with a group and brainstorm some ideas. Example: if you’re a clothes store, you could donate clothes to a charity. Once these ideas are formed, you need to pitch. This can be done via mail or email. Remember to include a catchy press release with your pitch.