DIY Public Relations

DIY Public Relations

Telling Your Story on a Zero-Dollar Budget

Dan Shortridge


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Key selling points:

  • Proven, easy-to-implement PR and marketing strategies for entrepreneurs, small businesses, nonprofits, and anyone who needs to build brand awareness and tell a compelling story.
  • Real-life solutions and success stories from a wide range of industries guide the reader through what works . . . and how to avoid common missteps.
  • Detailed, step-by-step guidance for successful market research, media campaigns, press events, and messaging in print, online, over social media, and on TV, radio, and podcasts.
  • No-nonsense strategies for dealing quickly and effectively with any unexpected negative publicity, media crisis, or other setback.
  • Includes a complete, ready-to-implement media toolkit of templates and examples for creating news releases, social media posts, calendar items, and crisis responses.


  • Small business, entrepreneurs, and anyone looking to market their good or services without a marketing budget
  • Nonprofits, schools, and local service organizations
  • Self-publishers


Dan Shortridge:

Dan Shortridge is a communications and marketing consultant with more than 20 years of experience in the trenches of local public relations and daily newspaper journalism. He has worked for state and local government agencies, helping support private businesses and regional nonprofit organizations, and as an agency consultant. He’s also managed communications and marketing for a countywide school district. 

Before moving into public relations, Shortridge worked for 11 years as a reporter, copy editor, and designer at newspapers in Delaware, Maryland, and Ohio. A national award-winning reporter, he was part of a team that won a national Sigma Delta Chi award for Public Service Journalism from the Society of Professional Journalists and was an Ochberg Fellow with the Dart Center for Journalism and Trauma. His writing on crisis communications, social media marketing, and recruitment marketing have been published in national B2B magazines and statewide business publications. Shortridge is also the co-author of several local-interest travel and history books. He resides in Delaware. His website is