What PR Looks Like for Small Businesses: How to Pursue Media and How to Be Ready when You Land it

PR isn’t often on the radar for small businesses or entrepreneurs. A lot of people think you have to be a celebrity, or involved in a scandal of some kind to need public relations. Great news! PR is an option for any business or individual. If you’ve got a story to share and something valuable to offer an audience, you’re already PR-worthy. 

To get started in pursuing media coverage, hiring a publicist or a full-service PR firm is an option, but that can be pricey and usually comes with a hefty commitment. PR is something any one can pursue on their own with a strategy, patience and persistence. I work with clients to support them in that strategy piece, giving small businesses the tools, guidance, and confidence to land their own media hits at a steady, sustainable pace.

The first thing I emphasize is that getting PR takes time, consistency, and a bit of resilience. It’s not about perfection. It’s about relationships. But earning media coverage, pursuing collaborations and creating visibility for your brand is very achievable, when you’re prepared for it. 

If you want to be interviewed for a podcast, featured in your local paper, or land a guest spot on a panel, being “media ready” is less about having a perfect pitch and more about knowing your story and showing up consistently.

Here are some thoughts on what PR really looks like for small businesses and how you can start taking steps towards media coverage.

Know Your Story

PR isn’t just about getting featured. It’s about connecting with the right audience by sharing why what you do matters. Before you ever pitch yourself or say yes to an interview, you should be able to clearly and confidently articulate your brand story.

• What inspired you to start your business?
• What problem are you solving and who are you solving it for?
• What values guide how you show up?
• How is your approach unique? 

These answers are the heart of your PR strategy. The clearer you are on your story, the more confident and compelling you’ll be when the spotlight hits. When you share your story with friends or colleagues, listen to the questions they ask which will highlight the most interesting parts of what you’re sharing.

Focus on Relationships 

PR isn’t just pitching stories and shooting off emails into a void and hoping something sticks. It’s about building real relationships with real people.

Journalists, editors, and influencers are curious, creative, and often overloaded. So it pays off to do your homework and get to know a bit about them before you reach out. Follow their work, engage with their social channels, reply to their posts with genuine comments, and share their stories when they resonate with you. It’s not about flattery, it’s about connection. When you get to know a journalist you’ll have a better idea of the type of story they tell and you can pitch them appropriately, which they’ll appreciate. When the time comes to send the story idea, they may recognize your name, or be familiar with your brand already and remember you as someone familiar.

Lead With Value and Stick to the Point 

No one wants a 400 word sales pitch disguised as a story. 

When you’re writing your pitch, prepping for media opportunities, or a podcast interview, shift your mindset from “how do I sell?” to “what value can I offer?”

Ask yourself:

• How does my story help the audience?
• What lessons or takeaways can I offer?
• How can I position my experience to solve a problem they care about?

PR is not about sales (although they’re a nice side effect.) It’s about connection, building trust and gaining visibility.

Think Local (and Niche)

Don’t underestimate the power of small, local wins.

Your city’s newspaper, neighborhood magazine, or even a hyper-specific industry blog can be exactly the right place to start. These outlets are often looking for fresh, local, relevant stories and your small business could be just the thing.

Small features build your credibility. They create momentum. They give you great content to share across your platforms and they help build confidence and the portfolio to pursue bigger opportunities.

Be Consistent, Not Perfect

Visibility takes time and thick skin. Rejection (or silence) is a normal part of PR. It’s rarely personal. Inboxes are overflowing, deadlines are tight, and even the best pitches can get missed. As we mentioned, journalists are humans too. 

The people who succeed in PR aren’t always the most polished. They’re the ones who are consistent, persistent, and polite. 

Keep telling your story. Keep pitching. Keep connecting. Every post, every email reply that says it’s not a good fit right now, and every small win adds up. You will find your interviews, your features and your collaborations. Reading this post, you’re already on track to be a brand people trust and want to talk about.

Public relations for small businesses isn’t about getting lucky or having a viral moment. It’s about showing up with a clear, engaging story, building relationships, and being ready when your pitch lands. Know your story. Know your value. Be brave and make connections. Believe you’re an authentic, thoughtful, interesting brand the media wants to feature. If you’d like support defining your story angle and advice on where to pitch and how, let’s chat! Book a PR Power Hour and let’s get a strategy in place.

Have you met Jenn yet?!

Jenn Wint (she/her) is a PR strategist, speaker, writer, and founder of WINT Communications, where she helps small businesses tell big stories. With a passion for local voices and meaningful connections, Jenn works alongside entrepreneurs to craft PR strategies that get them noticed by the media, their communities, and the audiences that matter. She is the author of Josie’s Busy Calendar, a self-care story for kids and a contributor to two anthologies. Follow her @jenn_wint or visit wintcommunications.com.