If you’re a small business owner who’s already taken the time to craft a compelling PR story and build a targeted media contact list, you’re already ahead of the game. The next crucial step is getting your story in front of the right journalists and securing the media coverage that will grow your customer base. While you might feel daunted by the process, pitching your PR story doesn’t have to be complicated, and with the right approach, it can deliver big results without the need for a hefty budget.
This guide is designed for small businesses who are ready to move beyond the preparation stage and focus on securing that all-important media exposure. You’ve done the hard work of defining what makes your business unique and gathering the right contacts – now it’s time to pitch. Whether you’re sending emails, connecting via social media, or attending local events, this guide will walk you through the best ways to capture journalists’ attention and get your story published.
Download and print the 'PR Story Pitching Checklist'. This way you can mark each task off as you follow each step of this guide.
With actionable steps, simple strategies, and an emphasis on minimal investment for maximum impact, this guide will give you the tools to effectively pitch your PR story. By the end, you’ll know exactly how to present your business in a way that resonates with journalists, leading to the kind of media coverage that drives customer growth and boosts your brand’s profile. Let’s dive in and secure the publicity your small business deserves.
Step 1: The Importance of Pitching for Small Business Growth
How Media Exposure Can Help Small Businesses Attract Customers
For a small business, securing media coverage can have a massive impact. It helps get your brand in front of new audiences, builds credibility, and can lead directly to customer growth. Unlike paid advertising, media exposure through articles, interviews, or blog features is trusted by the public because it’s seen as an independent recommendation. This kind of coverage can elevate your small business above the competition and attract customers who may not have heard of you otherwise.
For example, if you run a local bakery and a journalist from a food blog writes an article about your unique cakes, it could introduce your business to thousands of readers who love baked goods. These readers, many of whom are likely your target customers, may then visit your bakery or order online, increasing both your sales and customer base. Media exposure works because it turns journalists and bloggers into advocates for your business, spreading the word to people you might not reach on your own.
Why Pitching Is Essential for Raising Your Brand’s Profile
Pitching your PR story to journalists is how you create opportunities for this kind of valuable exposure. If you don’t pitch, you’re relying on luck for media attention – and for small businesses, luck isn’t a strategy. By proactively reaching out to the right journalists and bloggers, you increase your chances of being featured in publications or blogs that your target customers already follow and trust.
For instance, if you own a small clothing boutique and pitch your business to a fashion journalist, they might include your shop in a seasonal trend article. This immediately raises your brand’s profile and connects you with fashion-conscious customers. The key is finding the right journalists and bloggers whose audience overlaps with your target market. This guide will show you how to find those journalists, pitch effectively, and ultimately grow your small business through strategic media exposure.
Step 2: Personalising Your Pitch for Each Journalist
Tailoring Your Pitch to Fit Their Audience and Your Small Business
One of the most important steps in pitching is making sure your message is relevant to both the journalist and their audience. A generic pitch won’t stand out and is likely to be ignored. Instead, take the time to research each journalist’s style and focus, then tailor your pitch to show how your story fits into what they typically cover. For example, if you run a small organic skincare business and you’re pitching to a journalist who writes about sustainable beauty, focus on how your products are made with eco-friendly ingredients and have a low environmental impact.
Step-by-step action:
Research the journalist’s work: Look at the types of stories they write and their target audience. For example, check if they focus on small businesses, local stories, or industry-specific topics.
Match your pitch to their audience: Once you know what they typically cover, make sure your pitch clearly highlights why your small business is relevant to their readers. For example, if you run a local coffee shop and you're pitching to a food blogger who writes about artisanal products, emphasise your handcrafted blends and how you support local suppliers.
Referencing Their Previous Work to Build a Connection
Journalists receive dozens of pitches daily, so personalising yours will help it stand out. One simple but effective way to do this is by referencing their previous work. This shows that you’ve taken the time to get to know their style and interests. Mention an article they’ve written that’s relevant to your business and explain how your story connects to that topic. For example, if you see they’ve recently written about ethical fashion, and you run a small clothing boutique selling sustainable fabrics, mention their piece and explain how your business aligns with their interests.
Step-by-step action:
Find a relevant article: Search for a recent story the journalist has written that connects to your industry or values.
Mention it in your pitch: Start your email by saying something like, "I enjoyed your recent article on sustainable fashion trends. As a small business owner who also focuses on eco-friendly clothing, I thought you might be interested in my brand’s new line of organic cotton wear."
Avoiding Generic Pitches: Show Why Your Small Business Is Unique
Generic pitches are a quick way to lose a journalist’s attention. You need to show why your small business is special and why it’s worth covering. Think about what makes your story stand out – whether it’s your personal journey, the impact you’re making in your community, or the innovation behind your products. Highlight this uniqueness in your pitch. For example, if you’re a local bakery specialising in gluten-free cakes, share the story behind why you started the business and how you cater to a growing demand for dietary-specific products in your area.
Step-by-step action:
Identify your unique selling points (USPs): What sets your small business apart from others in your industry? This could be your story, your products, or your mission.
Incorporate your USPs in your pitch: When reaching out to a journalist, clearly highlight what makes your small business unique. For example, “As one of the few bakeries in the area that exclusively offers gluten-free options, we’ve built a loyal customer base by catering to those with specific dietary needs.”
By personalising your pitch, you’re not only showing that you’ve done your homework, but you’re also demonstrating why your story will resonate with both the journalist and their readers. This tailored approach makes it far more likely that your small business will be featured.
Step 3: Writing a Compelling Pitch Email
Creating an Attention-Grabbing Subject Line
Your email’s subject line is the first thing a journalist sees, so it needs to stand out in a crowded inbox. A great subject line is clear, concise, and gives the journalist a reason to open your email. Avoid vague phrases like "Story idea" or "Press release" – instead, be specific and highlight what’s newsworthy about your small business. For example, if you run a local coffee shop and are introducing a new ethically sourced coffee blend, a subject line like "Local Café Launches Ethical Coffee Line Supporting Fairtrade Farmers" is much more likely to catch attention.
Step-by-step action:
Be specific: Clearly state the focus of your pitch in the subject line.
Keep it brief: Aim for around 6-10 words – long subject lines can get cut off.
Use action words: Phrases like "launches," "introduces," or "celebrates" can help make your email sound timely and relevant.
Example subject lines: "Bristol Café Introduces 100% Eco-Friendly Packaging" or "Local Boutique Launches Sustainable Fashion Line for Autumn".
How to Keep Your Pitch Clear, Brief, and Relevant
Journalists are busy, so your pitch needs to get to the point quickly. In the opening lines of your email, introduce your business and why you’re reaching out. Avoid long-winded explanations – instead, focus on the most important details and why your story matters to their audience. Keep your email short, ideally no more than three short paragraphs. In the first paragraph, explain who you are and why your story is relevant. In the second, briefly describe your unique angle or product. In the final paragraph, offer to provide more information or arrange an interview.
Step-by-step action:
Start with a clear introduction: In the first sentence, introduce your small business and why you're pitching. For example, "I'm the owner of Green Earth Café, a Bristol-based coffee shop committed to sustainability."
Get to the point: Quickly explain why you're contacting them, such as, "We're launching a new ethically sourced coffee blend and think it would resonate with your audience who are passionate about sustainable living."
Finish with a clear call to action: Offer further details or an interview, e.g. "I'd be happy to provide more information or arrange a tasting session if you'd like to cover the launch."
Highlighting the Impact of Your Small Business on the Community or Industry
Journalists are more likely to cover stories that have a broader impact, so it’s important to show how your small business is making a difference, whether that’s in your local community or industry. Think about what makes your business relevant on a larger scale. Are you supporting local suppliers, driving innovation in your field, or offering something truly unique? Make sure to highlight this in your pitch. For instance, if you’re a local bakery using only locally sourced ingredients, mention how this supports local farmers and reduces your carbon footprint.
Step-by-step action:
Identify your impact: Think about how your small business positively affects your community or industry.
Incorporate this into your pitch: Mention the difference you’re making. For example, "We work with local farmers to source all our ingredients, helping to support small businesses and reduce our environmental impact."
Show relevance to the journalist’s audience: Explain why this story matters. For example, "With growing interest in sustainability, our new ethical coffee line speaks directly to consumers looking to make more conscious choices."
By writing a clear, concise, and relevant pitch email, with an attention-grabbing subject line and a focus on your business's impact, you significantly improve your chances of securing media coverage that can help grow your customer base.
Email Pitch Templates for Small Business Owners
Here are three easy-to-use email pitch templates tailored to different types of businesses and scenarios. Feel free to adjust these templates to suit your unique story and media outreach.
Template 1: Product Launch for Local Business
Subject Line: Local Bakery Launches Gluten-Free Cake Range for Health-Conscious Customers
Dear [Journalist’s Name],
I hope you’re well. My name is [Your Name], and I’m the owner of [Your Bakery Name], a family-run bakery in [Your Town/City] specialising in delicious, handmade treats.
We’re excited to announce the launch of our new gluten-free cake range, designed for customers with dietary restrictions who still want to enjoy indulgent bakes. With more people looking for health-conscious options, we believe our new range will resonate with your readers who value both taste and nutrition.
I’d love to share more details or invite you to try some samples. Please let me know if you’d be interested in covering this story.
Best regards,
[Your Name]
[Your Contact Information]
Template 2: Sustainable Initiative for a Local Retailer
Subject Line: Independent Boutique Launches Sustainable Fashion Line Supporting Local Artisans
Dear [Journalist’s Name],
I’m reaching out to introduce you to [Your Business Name], a local boutique in [Your Town/City] that focuses on eco-friendly, ethically sourced fashion. We’ve recently launched a new clothing line made entirely from sustainable materials and created in collaboration with local artisans.
With increasing consumer interest in sustainability and supporting local businesses, we believe this new collection offers something unique to your audience. Our goal is to promote responsible fashion while supporting the talented craftspeople in our community.
I’d love to provide more information or arrange a time for you to visit the shop and see the collection first-hand. Do let me know if this sounds like something you’d like to feature.
Warm regards,
[Your Name]
[Your Contact Information]
Template 3: Event Pitch for a Small Café or Restaurant
Subject Line: Green Earth Café Hosts Charity Event for Sustainable Farming Awareness
Hi [Journalist’s Name],
My name is [Your Name], and I’m the founder of Green Earth Café, a sustainable café in the heart of [Your Town/City]. We’re excited to announce that we’re hosting a charity event on [Event Date] to raise awareness about sustainable farming practices. All proceeds will go to [Charity Name], which supports local farmers in adopting eco-friendly techniques.
We believe this event will be of interest to your readers who care about sustainability and local community efforts. We’d love for you to join us or feature the event in your publication, helping to spread the word about this important cause.
I’d be happy to provide more details or arrange an interview. Thank you for considering this story!
Best regards,
[Your Name]
[Your Contact Information]
These templates offer clear, concise pitches that highlight your business’s unique value and relevance to a journalist’s audience. Adjust them to fit your small business and media list, and you'll be on your way to securing valuable coverage!
Step 4: Pitching Beyond the Traditional Email
Using Social Media (X (Twitter), LinkedIn) to Reach Journalists
Social media platforms like X (formerly Twitter) and LinkedIn can be powerful tools for connecting with journalists in a less formal setting than email. Many journalists use these platforms to share their latest work, opinions, and the kinds of stories they’re interested in covering. Engaging with them here can help you build a relationship before pitching your story directly.
Step-by-step action:
Follow relevant journalists on X and LinkedIn: Search for journalists who cover your industry and follow their profiles.
For example, if you run a small eco-friendly product business, look for journalists who write about sustainability.
Engage with their content: Comment thoughtfully on their posts or share their articles, adding a brief comment that shows you value their work.
For example, if they’ve written a piece on reducing plastic waste, you could comment: "Great insights! At [Your Business Name], we’ve been working hard to reduce packaging waste with our new zero-plastic range."
Reach out via direct message: After building rapport, you can reach out with a brief message. Keep it polite and respectful, offering your story in a concise format.
For example: "Hi [Journalist’s Name], I loved your recent article on sustainable packaging trends. I thought you might be interested in the launch of our zero-plastic product line at [Your Business Name]. Would you be open to chatting further?"
Connecting with Local Reporters Through Networking Events or Online Meetups
Journalists often attend networking events, conferences, and online meetups to find new story ideas and make connections. As a small business owner, attending these events – both in-person and virtually – can give you a valuable opportunity to meet the right journalists face-to-face or through live chats. These connections can often feel more personal than a cold email.
Step-by-step action:
Identify relevant local events: Look for local industry events, business expos, or networking groups that are attended by journalists.
For example, if you own a small food business, look for food and drink expos in your area.
Prepare a brief pitch: Before attending, make sure you have a clear, concise description of your business and why it would make a good story. Think of this as your “elevator pitch.”
For instance: "I run [Your Business Name], a café that exclusively serves locally sourced, organic meals. We’ve just launched a new community initiative to support local farmers."
Follow up after the event: If you meet a journalist at an event, send them a polite follow-up email or message on LinkedIn the next day. Reference your conversation and reiterate your pitch.
For example: "It was great meeting you at the local business expo yesterday. I’d love to share more details about our café’s new community initiative if you’re interested."
Engaging Journalists via Blogs, Forums, or Comments for Niche Publications
Niche blogs and online publications often have dedicated followings that align perfectly with your target market. Engaging with journalists or bloggers on their blogs or in forums where they’re active is another way to connect in a meaningful way. This approach works particularly well for industries where community interaction is key, such as fashion, food, or tech.
Step-by-step action:
Find niche blogs or forums in your industry:
For example, if you run a small vegan bakery, search for vegan lifestyle blogs or food forums where people discuss related topics.
Engage with the community: Leave thoughtful comments on articles or participate in discussions on forums.
For instance, if a blogger writes about vegan alternatives to traditional desserts, you could comment: "I run a small vegan bakery and found this article really useful. We’ve been experimenting with new plant-based ingredients for our cakes and it’s been a hit with our customers!"
Reach out to the blogger or forum moderator: After contributing to the conversation, you can contact the blogger directly or send a private message in the forum. Keep it brief and friendly.
For example: "I’ve been following your blog for a while and love your focus on plant-based foods. I thought you might be interested in our bakery’s new line of vegan pastries. Would you be open to featuring us?"
By pitching beyond traditional email methods, you can build stronger, more personal connections with journalists. These platforms and settings often provide a more informal space to get noticed and establish a relationship, ultimately increasing your chances of securing media coverage that will grow your small business.
Step 5: Timing Your Pitch to Maximise Media Interest
Best Times and Days to Pitch for Small Business Exposure
Timing is critical when it comes to pitching journalists, as sending your pitch at the wrong moment can result in it getting lost in a busy inbox. For small business owners, finding the optimal time to send your pitch can significantly increase your chances of getting a response. Journalists are often busiest early in the week, so avoid Mondays, when their inboxes are likely overloaded. Similarly, Fridays may not be ideal as they may be preparing for the weekend. Instead, aim to send your pitch between Tuesday and Thursday during mid-morning hours when journalists are more likely to check emails.
Step-by-step action:
Choose the right day: Aim to send your pitch on a Tuesday, Wednesday, or Thursday. These are typically the best days for journalists to review pitches.
Send mid-morning: The ideal time to send your pitch is between 10:00 am and 12:00 pm, when journalists have likely cleared their inboxes from the morning rush and are not yet overwhelmed with the day’s tasks.
Follow up smartly: If you don’t hear back after a few days, follow up with a polite email. Send it on a different day but within the same optimal time frame to increase the likelihood of a response.
For example, if you own a small fitness studio and want to pitch a local health journalist, try sending your email on a Wednesday at 11:00 am, when the journalist is likely to have a clear inbox and more time to review new stories.
Leveraging Current Events to Align Your Small Business with Newsworthy Trends
Journalists are always on the lookout for stories that tie into current events or broader trends, so aligning your pitch with something timely can significantly increase its appeal. Whether it’s a national event, a seasonal trend, or industry news, finding a relevant angle for your small business can give your pitch added value. For example, if you run a small homeware shop, pitching a story about sustainable décor right before Earth Day could increase your chances of getting featured, as sustainability will be a hot topic.
Step-by-step action:
Monitor relevant events and trends: Keep an eye on upcoming holidays, awareness days, or trending news that relates to your business. For example, if you own a small café, World Coffee Day would be a great moment to pitch a story about your ethical coffee sourcing.
Tie your pitch to the event: Clearly explain how your business is connected to the current event or trend. For example, "With World Mental Health Day approaching, we’re offering free wellness classes at our yoga studio to promote stress relief in the community."
Send your pitch a few days in advance: Journalists need time to prepare their articles, so make sure you pitch your story several days or even a week before the event or trend peaks.
For instance, if you run a small eco-friendly cleaning business, you might tie your pitch to growing concerns around household chemicals in the news, framing your story around how your business offers safer, greener alternatives just as the topic is being widely discussed.
By timing your pitch correctly and aligning it with newsworthy events, you give your small business a much better chance of securing media coverage that will attract new customers and boost your visibility.
Step 6: Following Up Without Being Overbearing
When to Follow Up and What to Include
After sending your initial pitch, it’s important to follow up if you haven’t heard back, but the key is doing so in a polite, professional manner. Journalists are busy and may have missed your email, so a well-timed, respectful follow-up can bring your story back to their attention without being pushy. A good rule of thumb is to wait 5 to 7 days before sending a follow-up email.
Step-by-step action:
Wait 5 to 7 days: Give the journalist enough time to review your pitch before following up.
For example, if you sent your original email on a Tuesday, aim to follow up the following Monday or Tuesday.
Keep it brief and polite: In your follow-up email, remind the journalist about your initial pitch without overwhelming them with too much information.
Something like: "Dear [Journalist’s Name], I just wanted to follow up on the email I sent last week regarding [Your Business Name] and our [product/initiative]. I’d love to know if this story might be of interest to you."
Offer additional information: If relevant, mention that you can provide further details or visuals, such as photos or customer testimonials, to make it easier for them to consider your story.
For example, if you run a small handmade jewellery business and pitched a story about your sustainable materials, a follow-up email could include a brief reminder of your eco-friendly practices and an offer to provide images of your latest collection.
How to Maintain Interest in Your Small Business Without Pressuring
It’s important to maintain a balance between staying on a journalist’s radar and being overly persistent. If your follow-up doesn’t get a response, don’t bombard them with further emails. Instead, focus on keeping your business visible by engaging with the journalist in other, more natural ways, such as on social media or through comments on relevant articles. This shows that you’re still active and interested, without putting pressure on them to respond immediately.
Step-by-step action:
Engage via social media: Follow the journalist on X (Twitter), LinkedIn, or Instagram. Engage with their posts by liking, commenting, or sharing their articles in a meaningful way.
For example, if they’ve written an article on small business growth, you might comment, "Really interesting piece! As a small business owner myself, I’ve found these tips invaluable."
Share relevant updates: If your business has a new launch, event, or success story, share this via your social media channels, tagging the journalist where appropriate.
For example, "We’ve just launched our new vegan skincare line! Thought you might find this interesting, [Journalist’s Name]."
Be patient and persistent (but not too much): If you don’t hear back after a couple of follow-ups, it’s okay to move on and pitch other journalists. However, keep the original contact on your list for future opportunities, as they may be interested in another story down the line.
For example, if you’ve pitched a local lifestyle journalist about your boutique’s new eco-friendly clothing line but haven’t received a response, you can maintain interest by sharing updates on your latest sustainable fashion initiatives or commenting on their articles about local businesses.
By following up thoughtfully and maintaining interest without being overbearing, you’ll build long-term relationships with journalists that can lead to valuable media coverage for your small business.
Step 7: Boosting Your Chances with Creative Pitches
Offering an Exclusive Story, Event, or Promotion to Spark Interest
One way to capture a journalist's attention and increase your chances of securing coverage is by offering something exclusive. Journalists are always looking for fresh, unique content that hasn’t been widely shared. By giving them early access to a story, event, or product launch, you make it easier for them to feature your business in a standout piece. For small business owners, this doesn’t have to be complex – simply offering a first look at a new product or the chance to cover an upcoming event can be enough to spark interest.
Step-by-step action:
Identify something exclusive you can offer: This could be an exclusive first look at your new product line, a behind-the-scenes tour of your business, or access to an upcoming event.
For example, if you run a small brewery, you could offer a journalist the chance to attend the launch of your new craft beer before it’s available to the public.
Mention exclusivity in your pitch: When sending your pitch, make sure to highlight that you are offering them something exclusive.
For instance: "I’d love to offer you an exclusive first look at our new sustainable clothing line, which will be launching next month."
Provide clear details and timing: Be specific about what you’re offering and when it will be available.
For example: "We’re hosting a launch event for our new product on [date], and we’d love for you to attend and cover it before it hits the market."
By offering something exclusive, you position your small business as a priority for journalists, increasing the chances they’ll choose to cover your story.
Highlighting a Giveaway, Collaboration, or Local Impact to Engage Journalists
Creative pitches often go beyond just talking about your business. Journalists are more likely to take an interest if there’s something exciting for their audience, such as a giveaway, collaboration with another brand, or a positive impact your small business is making in the local community. These angles give your pitch a broader appeal and make it more relevant to readers, while also showcasing the unique elements of your business.
Step-by-step action:
Create an engaging angle: Think about a unique event or promotion you can offer.
For example, if you run a small café, you might collaborate with a local bakery to host a “Free Coffee and Cake Day” to highlight your connection to other local businesses. Alternatively, you could offer a giveaway of a product that aligns with your business, such as eco-friendly reusable coffee cups.
Emphasise the value for the audience: In your pitch, focus on how this event or giveaway benefits the journalist’s readers.
For instance: "We’re collaborating with [Local Bakery Name] to host a Free Coffee and Cake Day in support of local food businesses. We think this would be a great opportunity for your readers to discover local, sustainable cafés and bakeries."
Highlight your community or industry impact: Journalists love stories with a local or wider industry impact. If your business is making a difference, make it part of your pitch.
For example: "Our café has pledged to only use locally sourced ingredients, supporting small-scale farmers and reducing our carbon footprint. We’d love to share how our business is contributing to the local economy and sustainability."
By boosting your chances with creative pitches that offer exclusivity, collaborations, or meaningful impact, you’ll stand out from the crowd and make it easier for journalists to say "yes" to covering your small business.
Conclusion: Securing Publicity to Grow Your Small Business
Successfully pitching your PR story can make a huge difference in the visibility and growth of your small business. While the process might seem intimidating at first, mastering the art of the pitch can lead to media exposure that elevates your brand and attracts new customers. The key is to stay focused on the value your business brings and to communicate this clearly to the right journalists in a way that speaks to their audience.
By tailoring your pitch, using creative outreach methods, and following up thoughtfully, you can build meaningful relationships with journalists and secure coverage that works in your favour. Remember, persistence and professionalism are crucial – not every pitch will land, but with each one, you improve your chances of success. Don’t be afraid to think outside the box and adapt your approach as you learn what resonates best with the media.
In summary, pitching your PR story is a powerful tool for any small business looking to grow its customer base through free publicity. With the practical tips and steps outlined in this guide, you can take control of your own PR and start seeing the benefits of increased media exposure. Stay committed, keep refining your pitch, and watch as your small business gains the attention it deserves.