Earned media and pr for small teams: get press without a big budget

Why earned media can punch above its weight

Press coverage carries a kind of trust that paid promotion rarely reaches. A short mention in the right outlet can introduce you to buyers who would never search for you, and it can boost the performance of your website, your social posts, and your sales decks. You do not need a big agency to see results. You need one clear story, the right targets, and a kind, focused pitch.

Think of PR as relationship building, not blasting. Journalists and creators are busy and under pressure. Make their work easier with a useful angle, clean assets, and fast, honest replies.

What journalists need from you

Reporters and editors look for stories that are timely, relevant to their beat, and easy to verify. Give them clarity in the subject line, a crisp one paragraph summary, and links to assets they can use without chasing you for basics.

• Timeliness: connect your story to something happening now, for example a seasonal moment, a regulation change, a trend in your sector.
  
  
• Relevance: target people who actually cover your topic. Show that you read their work by referencing a recent piece naturally.
  
  
• Verification: include a short data point, a named customer quote where allowed, and a founder quote that adds human colour.
  
  
• Speed: reply quickly to follow up questions, keep phone and email handy on pitch days.
  
  

Shape a story that earns attention

Strong PR angles are specific, human, and timely. Avoid vague claims. Tie your story to a clear problem and a change that matters to the audience of the outlet you are pitching.

• Data led: a small original dataset, for example 200 customer responses, that reveals a shift in behaviour or a pattern worth noting.
  
  
• People led: a human story that shows how a buyer, a partner, or a local community benefited from your work.
  
  
• Product or policy led: a launch, a milestone, or a response to a change in rules that affects your buyers right now.
  
  
• Local angle: something specific to your city or region can land faster than a national story, then snowball outward.
  
  

Assemble a simple press kit

Make it easy for a reporter to cover you without back and forth. Host assets on a single page on your site that loads quickly on mobile.

• Boilerplate: a short paragraph that explains who you help, the outcome you deliver, and basic facts like year founded and location.
  
  
• Founder bios and quotes: 80 to 100 words per person, plus one or two pre approved quotes in plain language.
  
  
• Images: headshots, product shots, and one or two context photos. Offer both landscape and square, compressed for web, with alt text.
  
  
• Logos: light and dark versions in PNG and SVG, with simple usage notes.
  
  
• Factsheet: three to five bullets with numbers that matter, for example customers served, regions covered, or key milestones.
  
  
• Contact: a direct email and phone for press enquiries, not a generic inbox.
  
  

Build a lean media list

You do not need hundreds of contacts. Start with ten to twenty names who cover your exact topic or region. Note their beat, recent articles, and any pitching preferences they have shared publicly.

• Start close to home: local outlets, trade press, and niche newsletters often respond fastest.
  
  
• Go niche before broad: a specialist writer who cares about your space can open doors to larger publications later.
  
  
• Track details: keep a simple sheet with name, outlet, beat, last article you read, email, and notes on tone.
  
  

Write a pitch that gets replies

Keep it short, specific, and friendly. Prove you have done your homework, then get to the point. Close with a clear question that invites a yes or a no, not a vague ask.

• Subject line: outcome and relevance in one line, for example Local data on [topic] shows [stat], available today.
  
  
• Opener: one sentence that references the writer’s recent piece and why your angle fits their beat.
  
  
• Body: three lines, what changed, who it affects, the data or story, and the resource you can share.
  
  
• Assets: link to the press kit, offer a founder quote, a named customer quote if permitted, and images.
  
  
• Close: ask a specific question, for example Would you like to see the dataset and a short call with the founder this week.
  
  

Pitch templates you can adapt

Template A, data story

1. Subject, Local data on [topic] shows [stat], available today.
   
   
2. Hello [name], I enjoyed your recent piece on [related topic]. We have new data from [number] [buyers or users] that shows [finding].
   
   
3. If this is useful for your readers, I can share the dataset, a short summary, and a quote from [founder]. Images and a factsheet are in our press kit here, [link].
   
   
4. Would you like a quick call or the dataset by email today.
   
   

Template B, human story

1. Subject, How [person or team] solved [problem] in [place].
   
   
2. Hello [name], I saw your story on [related topic]. A customer in [city] achieved [result] after [one change].
   
   
3. We can share a named quote with permission, a photo, and a short step by step of how it worked, plus founder context on why this matters now.
   
   
4. Happy to send details or set up a quick call this week.
   
   

Template C, timely reaction

1. Subject, What [rule or trend] means for [audience] this quarter.
   
   
2. Hello [name], given your coverage of [topic], would a short expert view help, three practical implications and a named customer perspective.
   
   
3. I can share a quote and a short explainer today, plus images from our press kit.
   
   
4. Would this be useful for your piece this week.
   
   

Decide on timing, exclusives, and embargos

Be clear and fair. If you offer an exclusive, give a short window, for example 24 hours, then open to others. If you use an embargo, state the date and time clearly and stick to it. Avoid over engineering. Clarity builds trust.

Run day of outreach smoothly

The day you pitch, keep your calendar light, your phone nearby, and your assets ready. Fast, helpful replies can be the difference between a mention and no story.

• Be reachable: reply within minutes where possible, offer a quick call, and follow through on promises.
  
  
• Share clean assets: send links that work without logins, keep image filenames tidy and descriptive.
  
  
• Be flexible: if a writer needs a small change to a quote for clarity, work together to keep the meaning and improve readability.
  
  

After coverage, turn attention into outcomes

Coverage is the start, not the end. Share the piece across your channels and make it easy for interested readers to take the next step.

• Website: add a short In the press section with logos and links near your forms, include accessible alt text.
  
  
• Social: post a thank you to the writer and outlet, tag them, and add a short story line about why the piece matters to your customers.
  
  
• Sales: include the coverage in proposal decks and follow ups where relevant.
  
  
• Email: add a short note with the link and a one line summary in your next digest or welcome series.
  
  

Measure what matters

Avoid counting every view. Track signals that show you are reaching the right people and that coverage is helping them decide.

• Quality of outlets: whether the audience matches your buyers, not just the size of the publication.
  
  
• Referral traffic: clicks from coverage to a matching landing page and what those visitors do next.
  
  
• Assisted outcomes: deals or sign ups that reference the article in conversations or that rise after coverage goes live.
  
  
• Search lift: more branded searches and links to your site in the weeks that follow.
  
  

Examples from the field

• Local services: a renovation firm shares before and after images from a community project with a local journalist. The piece lands on a Saturday, calls increase the following week, and the case becomes a cornerstone for future pitches.
  
  
• SaaS startup: the team runs a small survey on a timely topic and offers the dataset with a short founder view. Trade press picks it up, then a national outlet references the trade piece. Demos rise and partner invites follow.
  
  
• Online retail: a boutique creates a seasonal fit guide and pitches a style editor with images and a short story from a customer. The Sunday feature sparks search lift and newsletter sign ups.
  
  

Troubleshooting if pitches are not landing

• No replies: the angle may be too broad or not timely. Narrow the story, add a data point or a human example, and retarget a smaller outlet first.
  
  
• Nice responses, no coverage: ask what would make it useful for their audience and adjust. Offer an exclusive for a tight window.
  
  
• Rejections: thank the writer and keep the door open. People remember gracious replies. Pitch again when you have a better fit.
  
  

Light governance

Keep quotes accurate, respect off the record agreements, and avoid sharing customer details without permission. When in doubt, anonymise and focus on the lesson.

FAQs

Do you need a PR agency to start? No. A clear angle, a simple press kit, and a kind pitch to a small list will take you far. Add specialist help later if bandwidth or ambition grows.

How often should you pitch? Once per quarter is enough for most teams. Focus on strong stories, not volume.

What if you have no news? Create a data cut from your product or run a small survey, then share a useful finding with context and quotes.

Next steps

Pick one angle, draft a one paragraph pitch, and build a simple press kit page. Create a list of ten writers who cover your topic, then send five tailored pitches this week. Keep the tone human and the assets clean. Small, steady effort will compound into relationships and coverage.