PR for small businesses
PR for small business: getting local and trade press without an agency
Small business PR is usually done by the owner, in between everything else. The good news is that local and trade journalists want small business stories: new openings, local jobs, community involvement and owners with expertise. A short list, one clear story and a friendly follow-up will beat an expensive retainer for most small firms.
Story angles that work for small businesses
Journalists do not cover companies, they cover stories. These are the angles that most often earn small businesses coverage:
- Openings, expansions and anniversaries with a local angle
- The owner as an expert on a topic in the news
- Community involvement such as sponsorships, charity and local hiring
- Customer stories that show the business solving a local problem
How to run small businesses PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered small businesses recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with the figure: revenue, deal size, growth or headcount.
- Offer the CEO or CFO for an interview. Business desks rarely quote PR staff.
Mistakes to avoid
- Starting with national press instead of local and trade outlets.
- Pitching an advert disguised as news.
Who covers small businesses
InsightFuse lists 3,630 journalists, editors and producers whose role or outlet points to small businesses coverage, across 96 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Media Televisi Indonesia, PT ( Metro TV )
- Metroland Media Group
- Caxton Community Newspapers
- The Kansas City Star
- Community Impact Newspaper
- Metro
- Metro.Co.Uk
- Apple
- Tribun Network - Group of Regional Newspaper Kompas Gramedia
- City of Toronto
- Thesmartlocal.Com
- Studio City
| Country | Journalists |
|---|---|
| United States | 1,805 |
| United Kingdom | 294 |
| Canada | 193 |
| India | 142 |
| Australia | 126 |
| South Africa | 123 |
| Indonesia | 111 |
| France | 45 |
| Role | Journalists |
|---|---|
| Editors | 1,073 |
| Producers | 600 |
| Writers | 559 |
| Reporters | 472 |
| Journalists | 301 |
| News editors | 125 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
How can a small business get free PR?
Identify local reporters and trade writers who cover businesses like yours, pitch one clear news story with a local angle, and offer the owner for interview.
Is PR worth it for a small business?
Yes, when it is focused. A few well-placed local or trade stories build trust, help search visibility and cost only time when you do it yourself.
Get started
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