You’ve heard people talking about PR – “oooh you MUST use PR in your marketing” or “I’m going to outsource my PR” – but what does it actually MEAN?
PR stands for Public Relations. Which still doesn’t really explain much, does it? What it ACTUALLY means is getting featured in the media without paying for an advert. It’s an article about you, a quote from you, a feature on your business – in a newspaper, magazine, podcast, blog, or on TV or radio.
Why Bother With PR?
You get in front of new people. Not everyone who reads that magazine or listens to that podcast already knows about you. PR puts you in front of fresh eyes and ears.
It’s more believable than advertising. When a journalist or podcaster talks about you, it carries more weight than you talking about yourself. It’s an endorsement from a trusted source.
It’s usually free. You’re not paying for ad space – you’re earning coverage through having a good story or useful expertise.
Small features can lead to big ones. A mention in your local paper can catch the eye of a national journalist. It happens more often than you’d think.
How To Get Started With PR
Know who you’re targeting. Who do you want to get in front of? What do your ideal customers read, watch, and listen to? Make a list of your top 10 target publications, podcasts, or media outlets.
Find the right journalists. Check publication websites for contributor pages, search on LinkedIn, and follow relevant journalists on Twitter/X where many still look for sources. Use hashtags like #journorequest and #PRrequest to find live opportunities.
Sign up for HARO and Response Source. These free services send you daily emails listing exactly what journalists are looking for. If a request matches your expertise, you reply with a short pitch. Simple as that.
Build relationships, don’t spam. Follow journalists, engage with their content, share their articles, and be genuinely helpful. When they need an expert in your field, you’ll be top of mind.
Think about your story. What’s newsworthy about your business? A milestone, a new launch, an unusual backstory, a strong opinion on a trending topic? Journalists want STORIES, not sales pitches.
Don’t Forget Podcasts
In 2026, podcast guesting is one of the most powerful forms of PR for small businesses. Find podcasts your ideal customers listen to, pitch yourself as a guest, and share your expertise. You get 30-60 minutes of airtime to showcase your knowledge – that’s way more impactful than a tiny mention in a magazine. Search on Apple Podcasts or Spotify for shows in your niche and reach out via Instagram or email.
PR isn’t just for big corporations with fancy agencies. It’s for you, right now, with zero budget. All it takes is a good story, a bit of confidence, and the willingness to put yourself forward. Go on – make that list and start reaching out!