Imagine being able to see exactly what stories journalists are working on, so you could jump in and offer your expert opinion. Imagine knowing when they need a case study or a real business example, so you could put yourself forward. Sounds amazing, right?
Well, you can. And it doesn’t cost a penny.
Journalists Are Looking For YOU
Here’s what most small business owners don’t realise: journalists and editors are constantly looking for real businesses to feature, quote, and include in their stories. They don’t just want big corporations – they want authentic, interesting, relatable business owners. That’s YOU.
The trick is knowing where to find these opportunities and how to put yourself forward without being pushy.
Where To Find PR Opportunities
There are some brilliant (free!) tools that connect journalists with businesses like yours:
Response Source / HARO (Help A Reporter Out) – Sign up for free and you’ll get daily emails listing exactly what journalists are looking for. If a request matches your expertise, you reply with a short pitch. It’s that simple. I’ve seen women get featured in national magazines, newspapers, and websites through these services.
Twitter/X – Many journalists still use Twitter to find sources. Search hashtags like #journorequest and #PRrequest to find real-time callouts from editors and reporters looking for exactly your type of business.
LinkedIn – More and more journalists are using LinkedIn to find expert contributors. Follow journalists in your industry, engage with their content, and build a genuine relationship. When they need a quote or a case study, you’ll be top of mind.
Instagram – Smaller publications, bloggers, and podcasters often put callouts in their Instagram Stories looking for businesses to feature. Follow the accounts of publications you’d love to be in and keep your eyes peeled.
How To Build Relationships With Journalists
You can’t just jump into someone’s DMs and demand a feature (wouldn’t that be nice though?). You need to build a relationship first, just like you would with a potential customer.
Start by making a list of 5-10 publications you’d love to be featured in. Find the journalists who cover your area – check the publication’s website or LinkedIn. Then start engaging with their work. Share their articles, comment on their posts, reply when they ask for help. Be genuine and helpful, not salesy.
When you DO pitch, keep it short, relevant, and focused on what’s in it for THEIR readers. Journalists get hundreds of pitches – make yours stand out by being specific and offering a unique angle.
Start Local, Think Big
Don’t go straight for the national press (although never say never!). Start with local newspapers, regional magazines, trade publications, and podcasts in your niche. These are much more likely to feature you and they’re brilliant for building credibility. Once you’ve got a few features under your belt, you can use them as social proof when you pitch to bigger outlets.
PR doesn’t have to be expensive or complicated. It just takes a bit of effort, a good story, and the confidence to put yourself forward. So go on – make that list and start building those relationships. Your future magazine feature is waiting!