How To Get PR For Your Small Business
Updated August 2021
Getting featured in online publications is something that any small business can achieve if they're willing to put in the work each month. We're going to cover how to pitch to online publications to get your brand featured.
Create your database
Firstly, you'll want to set up a spreadsheet to hold your PR database. We'd recommend a spreadsheet as it'll allow you to set up several fields that'll be important in keeping track of your outreach campaigns.
Next, create a list of the various niches and sub-niches around your business and find all of the publications that fall into those. Simply searching for blogs or news sites with the niche names in them will get the ball rolling.
You can then take a look at your competitors and see where they have been featured and note those publications down too.
In this database you'll want to collect the name of the email contact if possible (you might get hold of this after a reach out or two), the publication name, the email, the publication URL, the category and the social media handles of your contact and the publication.
Prime the 'targets'
Now that you have your database, you start to follow their content. Make sure you do pay attention to their posts as they'll give you clues as to the kind of content they write and share.
You should also start engaging with them and the publication to get on their radar before your first email lands.
Create your pitch
Before you send any emails, you need to spend time crafting your pitch. You can't simply let them know about your product or service, you need to provide them with an angle to write about.
On a regular basis, try to keep track of any relevant events, trends or news in your industry and see how your brand might relate to those. You might even be able to provide commentary on them. This is where your angle will come from.
Once you have found your angle, you need to write the proposition that'll catch the PR contact's eye. You need to highlight this unique piece of content and ensure that it is relevant to their publication.
Put together the toolkit
We've put together a whole guide on the toolkit you'll need to send your pitch but you'll want to ensure your outreach email contains EVERYTHING the contact needs in order to write the article without any further back and forth with you.
The PR Toolkit You Need
Once you have sent your pitch, note down the day you sent it on your database. If you haven't heard back in a week, send a kind follow up and switch up the phrasing of the pitch a little to see if it catches their attention.
Don't just resend the same email or a line asking them if they got your email.
A tip is to switch on your email open receipts to see if your contact has even opened your email. If they haven't by this point then you may send one more follow up with a different phrasing of the pitch.
If they have opened your previous emails, go back to the drawing board and find a new angle to reach out from.
The outreach strategy
You'll want to create a system to your outreach as you'll have a lot of emails and failed pitches to follow up on.
It's best to plan your campaigns in advance to ensure you have enough time to create your pitch and follow up ahead of an event or important date. If you have these planned out, you can get in with your PR contacts early.
Twitter is a great platform to find requests from journalists for commentary on their working pieces or brands to interview. Keep tabs on these hashtags for potential PR opportunities:
After securing coverage
Once you have secured coverage, record it in your database. Immediately you'll want to share it to your social platforms and ensure you tag the publication and author in a thank you.
Send them an email to thank them for the feature and offer your support in content in the future. Invite them to let you know if they need any commentary on any pieces in the future.
If the piece was a big success for you, consider sending a small gift as a thank you.
When you come to re-pitch ideas in the future, you can reference the previous article in your email to remind them of the connection and better help your chances of getting another feature.
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