On today's show, I have the brilliant journalist Emma Sheppard. Emma has written for a wide range of media throughout her career and has spent the last few years covering the small business and startup world for The Guardian Business to Business section. If anyone has the inside track on what it takes to get your business in the national media it's Emma! From a company using tech to revolutionise funeral services to the home coworking movement, Emma has covered more startup stories than most.  Emma tells me why she loves businesses who do their own PR and why it is possible to get coverage without a PR agency. There's her '3 email rule' for pitching  - which you don't want to fall foul of - and her advice on how to stand out from the 200 emails she receives a day. If you're a small business wondering how to write a press release that will get noticed by a journalist this is the show for you! And her top tip? Help her do her job by providing case studies that the media love. If you follow Emma's advice your PR success is guaranteed! Enjoy this chat with Emma. Al.