Most owners assume press coverage is for companies with a PR budget. It isn’t. Editors, bloggers, podcasters and local reporters need a steady supply of stories, and a well-prepared small business is often easier to cover than a big one. Here’s a practical way to get started.
1. Find your angle before you pitch
“We’re a great bakery” isn’t a story. A story has something new, surprising or human in it. Ask yourself:
- Is there something unusual about how you started? A career change, a family recipe, a leap of faith?
- Are you doing something differently from everyone else in your industry?
- Is there a milestone coming up: an anniversary, a new location, a record month, a community project?
- Do you know something useful that other people would want to learn?
Write your angle in one sentence. If you can’t, keep working on it before you contact anyone.
2. Start local and specific
Neighbourhood papers, city blogs, local radio, community newsletters and industry publications are far more likely to say yes than national outlets, and they’re often read by exactly the customers you want. A feature in the right local outlet can do more for your business than a mention in a big one.
3. Make a simple press page
Add a short page to your website with:
- A 100-word description of your business
- A short owner bio
- Three to five good photos: you, your space, your product
- Your logo
- An email and phone number that someone actually answers
When an editor is on deadline, the business with photos ready to go gets the story.
4. Write a short, personal pitch
Keep your email under 150 words. Say who you are, what the story is, and why it matters to that outlet’s readers. Address the editor or writer by name, and mention something they’ve published recently so they know you read it. Offer photos and your availability for a quick call.
5. Follow up once, then move on
Editors are busy. A single polite follow-up a week later is normal. After that, pitch someone else. A “no” today is often a “yes” next season when your angle is fresher.
6. Be easy to interview
Answer questions directly. Share specific numbers and moments rather than slogans. Tell the truth about what was hard. The quotes that get published are the honest ones.
7. Apply to publications that want you
Some publications, including Featured North, exist specifically to interview small business owners. You can apply here; the basic interview is free.
Next: read the questions we ask every owner so you’re ready when the interview comes.
