Start with Your Founder Story
Getting featured in the media can be a game-changer for small business owners. One good press hit can lead to increased visibility, website traffic, credibility, and sales. But if you are an entrepreneur who thinks PR is only for big companies with deep pockets, that is just not true. You don’t need a publicist or a fancy PR agency to get attention from the media, you just need a strategy. This guide breaks down how to get PR for your small business, including practical steps and resources that won’t break the bank.
Other Pitch Ideas
While your founder story is powerful, it shouldn’t be the only thing you pitch to the media. Journalists are always looking for fresh, timely, and relevant angles that go beyond personal narratives. To stand out, tie your expertise to seasonal trends, national news stories, or cultural moments that connect with your audience. For example, if you run a wellness brand, pitch tips for managing stress during the holidays or healthy habits for back-to-school season. Look ahead to national awareness months or industry-specific observances—like Women’s History Month, National Small Business Week, or Black Friday—to align your pitch with editorial calendars.
You can also pitch unique customer stories that demonstrate real-world impact, spotlight a product innovation, or offer expert advice on trending challenges within your industry. Journalists love practical content, so pitching “how-to” insights, myth-busting facts, or quick tips can also position you as a thought leader.
Keep an eye on editorial calendars of outlets you admire and regularly read what your target journalists are writing. Use those insights to craft pitches that meet their needs while amplifying your brand. The key is to stay relevant, informed, and flexible positioning yourself as a reliable source of value, not just self-promotion.
Building a Great Pitch
Now that you have your idea, you need to turn it into a pitch. A great PR pitch is short, specific, and timely. Start with the hook, what is the issue or problem? Why should the journalist care? Get to the point quickly; in the first 2-3 sentences, explain your pitch, why it matters to their audience, and why you are the right person to share this information. Add a call to action, such as offering an interview or an expert commentary. Keep it brief, no more than 3-4 short paragraphs.
Another strategy is to look for media opportunities from journalists who are actively seeking media experts. This can significantly boost your chances of being featured. The key is to be proactive and position yourself where journalists are already looking. Start by signing up for free services like Help a Reporter Out (HARO), Qwoted, and SourceBottle, where journalists post daily requests for expert quotes, insights, or story contributors. These platforms let you respond directly to reporters on tight deadlines—perfect for small business owners with a clear niche or opinion.
You can also follow relevant hashtags on X (formerly Twitter) like #journorequest or #PRrequest, where writers often crowdsource sources. Keep your bio, press kit, and key talking points ready so you can respond quickly and professionally. Build a polished media profile on LinkedIn and platforms like PressHook.com, where journalists often search for subject-matter experts by industry or story angle. If you’ve recently launched something newsworthy, consider writing a guest op-ed or thought leadership piece and pitching it to industry publications or local media. The more you show up with value and clarity, the more likely you are to become a go-to resource. Speed, relevance, and professionalism are your biggest assets when the media comes looking for expertise.
Build a Media Kit
Your media kit makes it easy for journalists to cover you. It should live on your website or in a shared folder like Google Drive or Dropbox. Include a one pager, short founder bio, high-res headshot(s) and logo, 2-3 product or brand photos, company background (launch story, mission, what you sell), notable milestones (funding, awards, corporate partnerships), include press mentions/media links from past interviews & coverage, and a testimonials page too (if you have them) and contact info for media inquiries. Make sure it’s easy to access and always up-to-date.
Don’t just pitch every journalist you can find. Build a curated list of journalists, editors, and bloggers who write about your industry or niche. To build your media list, search for similar stories in Google News, check bylines and follow reporters on LinkedIn or X, look at local news outlets, podcasts, and newsletters, and use tools like Muck Rack or Hunter.io to find email addresses. Start small. Even a list of 10-15 well-matched contacts is better than sending a generic pitch to 100 strangers.
Send the Pitch—Then Follow Up
Here’s the truth: Journalists are swamped. A good pitch can easily get lost. That’s why following up is not pushy—it’s professional. Wait 3-5 business days, then reply to your original email with a simple note: “Just checking in to see if this story might be a fit. Happy to send photos or additional info!” Keep it polite and never follow up more than twice.
Avoid These Common PR Mistakes
One of the most common PR mistakes small business owners make is mass pitching, sending the same generic email to a long list of journalists. This lazy approach rarely works. Journalists can immediately tell when a pitch is copied and pasted, and it signals that you are not professional.
Do your homework. Only pitch journalists or podcasters that are a fit for your pitch. Failing to do research on who you’re pitching wastes everyone’s time. Know what each journalist or podcast typically covers, and only pitch stories that match their focus.
Personalization is key: Use their name, mention a recent story they wrote, and explain why your pitch is relevant to their beat.
Make your media kit accessible: Another frequent mistake is having no media kit. If a journalist has to chase you down for images, product details, or a bio, chances are they’ll move on. Use a simple link and ensure its updated with high-quality photos and one-pager of company facts.
Don’t oversell or underdeliver: Make sure your pitch is honest, grounded, and backed with real value. Avoid vague buzzwords and be specific about what makes your business newsworthy.
Timing matters. Don’t pitch on Friday afternoons, holidays, or during major news events. Instead, align your pitch with seasonal trends or relevant headlines to increase your chances of getting covered.
If you’re launching a new product, opening a location, hosting an event, or winning an award, a press release is appropriate. It’s a formal, structured document that you can also post on your website or submit to distribution services. Think of it as a public announcement designed to grab attention from journalists, bloggers, and potential customers. It should be written in third-person, objective tone, include a supportive quote from your founder or leadership, and a short 50-75-word “about us” boilerplate with a website link at the bottom of the release.
Once written, post your press release on the News or Press section of your website to build SEO and credibility. You should also distribute it through an online press release service. These platforms help you reach Google News, media outlets, and industry-specific journalists. Additionally, share the press release in your email newsletter, across your social media channels, and directly with your curated media list. This increases the chances of getting picked up and driving meaningful visibility for your brand.
Basic Press Release Format:
- Headline that grabs attention
- Subhead with supporting detail
- First paragraph: who, what, where, when, why
- Second paragraph: founder quote or brand insight
- Third paragraph: more detail or context
- Boilerplate: about your company
- Media contact info
Once it’s written, distribute it using one of the platforms below.
Top 5 Press Release Services for Small Businesses
- PRWeb – Affordable and SEO-friendly. Great for online exposure. ($99–$349)
- EIN Presswire – Budget-friendly with Google News pickup. ($99+)
- EZNewswire.com –– Flexible pricing with SEO results ($149+)
- Newswire.com – Strong analytics and targeted distribution. ($300+)
- eReleases – National reach with writing support. ($299+)
And don’t forget: PressHook.com is a great low-cost platform for small businesses to connect with journalists and get featured in gift guides, product roundups, and expert articles.
Always Thank the Journalists Who Feature You
A thank-you goes a long way. Send a personal email expressing your appreciation. Share the article on social media and tag the writer and outlet. Consider mailing a handwritten note or a small gift. The key is sending the gift after the media coverage.
Back when I was a columnist for the New York Times, I featured an up-and-coming wine brand in my column. They reached out to my assistant and found out my favorite wine and sent me a case after the story ran. Let’s just say, I still drink that brand of wine today. Product samples are a great way to say thank you. Gratitude builds long-term relationships. When journalists know you’re easy to work with and appreciative, they’re more likely to come back to you for future stories.
Getting great PR is not about luck, it’s about consistency, clarity, and connection. You don’t need to be a PR pro to land coverage. Start with your story, do your homework, and show up with value. When you treat journalists like humans instead of megaphones, they respond. Your small business deserves to be seen. And now you have the tools to make it happen.