I think the first thing you can do is actually reflect on what you've already got. For example, if you've got a website that maybe has a blog on it, or you've got content that's posted on your website, start to have a look through that and see if any of it is interesting or maybe PR worthy, or if it isn't, could you tweak any of it into a story?
Depending on what you do, could you sort of offer some sort of expert opinion that maybe a journalist would be interested in, and if you can, you kind of have a base for something that you could PR if you will, and push out into the industry,
If you can use that as onsite content to push out to journalists and sort of start to drive legs and drive awareness of you as a brand.
That's a really nice way to start because you're not actually spending money on creating it or creating anything new. You're just using what you already have, and maybe giving it a tweak.
Answered by: Alex Hickson