PR for Small Businesses: The Complete Guide to Getting Media Coverage Without Breaking the Bank

In this blog, we’re sharing everything you need to know about PR for small businesses!

Getting your small business featured in the press might seem like something only big companies with huge budgets can achieve. But here’s the truth: you don’t need a massive PR agency or thousands of pounds to secure valuable media coverage.

With the right approach, timing, and a bit of know-how, you can get journalists talking about your business and build that all-important credibility.

Let’s dive in 👇

What is PR and Why Does Your Small Business Need It?

PR stands for Public Relations and it’s essentially how you get people talking about your business in the press.

Unlike paid advertisement, when done correctly, PR can be free advertising for you and your business.

The key is to find interesting stories that fit the current news cycle (more on this later!)

If you’re struggling to get your business seen but have a great story, this could be a great strategy for your business 😊

Debunking Common PR Myths

• You need an agency to get PR – Not necessarily! With the right tools, you can do your own PR
• PR is just about press releases – Nope! There are other creative ways to get into the media
• You need to be famous to get PR – Wrong again! Journalists love fresh faces and interesting stories – you don’t have to be famous!
• It’s all about quantity – It’s quality over quantity every day – targeted pitches beat a scatter gun approach every time

How to Get Started

1. Define Your Unique Story

What makes your business different? Maybe you have innovative workplace policies, an inspiring founding story, or you’re solving a problem in a new way. Get clear on your unique selling proposition (USP) so that you can start building your story.

2. Prepare Your Assets

A great PR toolkit looks like:

• High-quality photos: Founder headshots and product images (white/transparent backgrounds for products, lifestyle shots for context)
• Company description: Keep it concise and include relevant links
• Fact sheet: A one-page overview including key team members, company background, awards, funding raised, and links to your photo library

3. Build Your Media List

Research who’s writing about businesses like yours. Look at your competitors and see which journalists have covered them – they’re more likely to be interested in your story too! Start building relationships with these journalists by following their work and understanding what makes them tick.

4. Start Small

You might land The Times on your first attempt – but it’s okay if you don’t! Like most things in life, starting small is the best strategy.

Try this instead:

• Local press: Regional journalists love local business success stories
• Podcasts: Great for telling your full story without editorial cuts
• Trade publications: Industry-specific publications are often easier entry points
• Online publications: These generally have shorter lead times than print and can still have big impact!

Image Credit: The Guardian

Crafting the Perfect Pitch

1. Subject Line

This is crucial – it needs to grab attention immediately. Ensure you include your USP and relevance/context to help the journalist understand your pitch – fast!

• “New female-founded skincare brand tackling adult acne which 1 in X women suffer from”
• “The £10 sleep spray that sold out in 48 hours”

2. Opening with Context

Why is this story relevant right now? Is there a trend, cultural awareness day, or news event you can connect to?

💡 Find key awareness days here.

3. Your Story

Introduce yourself and your business in 1-2 sentences, highlighting what’s unique. Link to your fact sheet for more details.

4. The Hook

What’s the angle? Why should they care about this story today?

Keep email pitches to 2-3 short paragraphs, and always include links to images and additional information. Make the journalist’s job as easy as possible!

Timing is Everything: The PR Calendar

Understanding media timelines is crucial to nailing your PR.

Christmas planning starts in July – yes, really! Big seasonal campaigns need 3-6 months lead time for glossy magazines, while online publications start 2-6 weeks ahead, and newspapers/radio/TV can work with 1-7 days’ notice.

Key seasonal opportunities include:

• January: Wellness, dry January, New Year, new you themes
• March: International Women’s Day (perfect for female founders)
• June: Pride, school holidays
• Throughout the year: Various awareness days and cultural moments

Always check that journalists are actually writing about awareness days by searching Google News before pitching around them.

Free Tools to Supercharge Your PR Efforts

PR for small businesses can be made easier with these tools:

• Google Alerts: Set up alerts for your company name and relevant industry topics
• Google Trends: Identify rising search trends you can comment on
• Editorial newsletters: Services like Editorial (around £12/month) send daily opportunities where journalists need expert comments
• Social media: Follow journalists on Twitter/X and LinkedIn to see what they’re working on

Image Credit: Google News Initiative

Making PR Work Harder for Your Business

Press coverage doesn’t stop with publication – make the most of the opportunities you’re landing!

• SEO Benefits: Getting backlinks and blog posts from trusted media sites can significantly improve your search engine rankings.

• Social Media: Share your coverage across your social media channels. It’s great content for your business and helps you build trust with your audience.

• Email Marketing: Likewise, press coverage works well in your newsletters!

• Business Development: Investors, retailers, and potential partners all look at press coverage when evaluating businesses.

• Website Optimisation: With the press you’re getting, you’ll be driving potential customers to your website! So make sure it’s in tip top condition ready to receive those visitors. (Check out our blog on how to avoid these 12 common website mistakes!)

Conclusion

PR for small businesses doesn’t have to be complicated or expensive. With the tools and tips shared in this blog, you’re ready to start getting press coverage for your business!

If you’d like support with your PR strategy, why not contact our PR mentors?

Our mentoring is free to access and means you can get personalised support to nail your PR!

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