How to get PR coverage for your small business
Great local press coverage can transform your small business.
You can reach thousands of people when you’re featured in regional newspapers, magazines and on radio and TV. People who need your services or products.
Do you lack the time, confidence or ideas to DIY? In this article I share my top three tips on how to get PR coverage for small businesses in Yorkshire - and beyond.
“Is it worth it? My competitor is already getting all the attention.”
Don’t worry if you’ve noticed other local businesses in your field in the press. That’s actually good news! It shows there’s already a place for you in the media.
Journalists need your stories
I used to be a regional and national newspaper journalist. As a freelance PR expert based in North Yorkshire, I’ve seen how it works from both sides.
Journalists need great content to fill their pages. And make themselves look good in front of their editors. But they’re emailed hundreds or even thousands of ‘PR pitches’ – as in story ideas - every day. And they don’t have time to read every pitch.
As a small business owner, you need to find strong story ideas to grab journalists’ attention. And pitch them in the right way.
“Won’t I need a PR agency to do this?”
There’s no need for an expensive retainer with a swanky agency. You can DIY the PR coverage your business deserves. Read on for where to find inspiration for killer content.
Charity fundraising
Are you, or is anyone in your team, planning a 10k run or sponsored swim for a local charity?
If you’re a small business owner, this type of fundraising story is a gentle way to dip your toe into the world of PR. It’s especially good at securing regional coverage.
A story in the local paper or on local radio can help to spread the word about what you’re doing. It helps the charity by highlighting their great work. And encourages others to donate.
In the run up to the event
Pitch a story with the key facts including:
• Who you are
• Why you’re fundraising
• Why the charity is important to your local community
• How people can get involved
• Details of the fundraising page on a website like JustGiving
After the event
Pitch a follow-up story, including:
• A quote thanking supporters
• The total amount you’ve raised
Don’t forget to take and send those all-important photos!
Leap of faith: Me during a recent charity abseil for Autism Angels at Brimham Rocks in North Yorkshire!
Top tip:
Set up a page on a website like JustGiving.
And include any details of your fundraising page in the email or press release you send to journalists.
Heart-warming case studies
Do you have satisfied customers who’d be happy to talk about how much they value your small business?
People love people stories. They’re very powerful. And much more effective, and cost effective, than advertising. Use them to really showcase what your business does.
How to make it memorable
A great case study needs to tell a compelling story. Think about what problems your customers needed solving. How did your business help them?
For example, let’s say you run a mobile earwax removal service. Your customers wanted to get their earwax removed quickly and affordably. But they struggled to leave the house. Perhaps they could no longer drive because their earwax meant they were unable to hear?
Thanks to your team’s fast and friendly service delivered at home, your customer was able to get behind the wheel again.
But there’s more…
You’ve helped give your case study their independence back. And this has ultimately improved their mental health. All because of your brilliant service! Now, isn’t that a useful story that deserves to be shared?
Top tips
Always get permission from the case study first. Also the customer featured usually need to be named and pictured.
When you email your case study to a journalist, send it as a ready-made ‘package’ of:
• The words
• A quote from the case study
• A photo of the case study
• Your business details
This makes the journalist’s life easier. Which means they’re much more likely to use your story.
And the winner is…
Being able to call yourself an ‘award-winning’ business helps you to stand out against the competition.
Entering awards is time-consuming. But it will pay off and should definitely be part of your PR strategy.
Read my advice on how to max your PR coverage by entering awards in my Awards blog.
Bonus tip: The power of awareness days
You’ve no doubt already noticed that there’s a national awareness day/week/month for pretty much everything.
Choosing one that’s relevant to your business is a quick and effective way to help your ideal clients find you.
Examples include:
• National Gardening Day (April)
• Mental Health Awareness Week (May)
• Menopause Awareness Month (October)
Quirky events like National Fish and Chip Day, on the first Friday in June, are the ideal opportunity to net some quality coverage.
Link your business to awareness days to build your PR confidence. This can secure strong press coverage which puts your business front of mind.
Tip: Head to AwarenessDays.com for ideas. But Google to check it’s the UK day, not the USA or international day, as they can sometimes vary.
See you on paper or on screen soon!
Shining a spotlight on your business can lead to fantastic new opportunities. Another bonus is that your social media following gets a boost. Before you know it, journalists will be knocking on your door asking for comments and stories!
Good luck with your PR coverage and getting your small business in the press. I’d love to hear from you if you’ve found these tips helpful.
Feel like you’ve hit a brick wall with your PR?
I love supporting small business owners. Why not grab a free 20-minute call with me to pick my brains? I’ll help you find great stories journalists will love. And no hard sell in sight. Just get in touch to set up a chat.
Become a DIY PR expert
If you’d like to learn how to do it yourself, why not sign up for my new DIY PR Course for Small Businesses? I share my 20+ years of knowledge from my journalism and PR career.
You’ll discover what makes a winning pitch, and easy ways to gain great press coverage. It’s online, on demand and affordable. Join the DIY PR Course waiting list.
• If you found this blog post useful, feel free to buy me a cuppa
About the author
A former national newspaper journalist, Linda specialises in raising the profile of small businesses in Yorkshire – and attracting new customers – by getting their stories in the press.
Linda’s affordable PR services range from press release writing to monthly retainers. She also trains businesses to DIY their PR.
Connect with her on LinkedIn
