1/ Make sure your service or the product you want to promote is ready!
This may be stupid but this is your immediate priority before you even start to think about PR!You need to make sure your product is ready for public consumption!

2/ Be strongly aware of your market
Successful PR is all about reaching the right target with a message that is appropriate and meaningful to them. If you fail to know which is your audience, implementing the rest of your PR actions will be virtually useless.

3/ Learn and understand the Online Medias before contact them
While learning about your target audience, you will have to know as well what they read online. From that point, you will have to contact the Medias that suit to your target and develop strong relationships with them. You need to get an idea of the type of story you need to present to optimise your chance of coverage and boost online users to click on your story!