This is the first step in successful public relations. Outline and define your business. You cannot inform others of what you do until you fully understand it yourself. Before speaking to the media, compose a concise paragraph that describes what products and services you provide in a way that a fifth grader could understand. This is generally referred to as your elevator pitch.  Don’t get too detailed because many writers will only need the information relevant to their particular story. This will be greatly appreciated and grant you more likelihood of publication – and your facts will be right!