The document discusses the three key elements needed for effective public relations: 1) The Jab: Identifying your target audience through demographic and psychographic profiling to understand who they are. 2) The Cross: Developing a clear and compelling core message or story that is simple and speaks to what is important to your audience. 3) The Uppercut: Choosing the right media outlets that your target audience consumes and building relationships with key reporters and influencers to spread your message.