Launching a small business in today’s hyper-competitive marketplace can feel like shouting into a hurricane. Your idea may be brilliant. Your product may solve a real problem. But unless people know about it, none of that matters. This is where publicity—earned media—can make the difference between a quiet flop and a breakout success. And unlike paid advertising, it doesn’t require deep pockets. It requires strategy, hustle, and storytelling.
Publicity Is Not Optional—It’s Essential
Small business owners often overlook the power of publicity, confusing it with advertising or dismissing it as something only celebrities and large companies pursue. But publicity is not just for Apple product launches or red-carpet movie premieres. It’s one of the most accessible and cost-effective tools a small business owner has at their disposal.
Publicity means getting media coverage—earned attention in newspapers, online publications, podcasts, blogs, TV segments, or even viral social media shares. It lends credibility because it’s seen as third-party validation, unlike ads which the public inherently views with skepticism.
When done right, publicity can do five critical things for a new business:
- Establish credibility.
- Generate brand awareness.
- Drive traffic and sales.
- Differentiate from competitors.
- Create a snowball effect of more opportunities.
The David vs. Goliath Advantage
In an era dominated by social media ads and SEO wars, you might assume a huge marketing budget is the only way to gain visibility. But media coverage often levels the playing field between small players and corporate giants. A compelling founder story, an unusual product, or a local tie-in can be more newsworthy than another press release from a faceless conglomerate.
Consider companies like Warby Parker, Glossier, or Casper in their early stages. Much of their initial traction came not from massive ad campaigns, but from strategic media placements, founder interviews, product reviews, and viral word of mouth—all forms of publicity.
For local businesses, a feature in the city’s paper, a morning TV interview, or even a guest blog post on a niche site canflood your website or storefront with new interest.
Building a Publicity-Ready Business
Before you pitch anyone, your business has to be publicity-ready. That doesn’t mean perfect. But it does mean having certain foundational elements in place:
- Clear Brand Identity: What do you stand for? Who do you serve? What’s your tone of voice? This should be reflected in your website, social media, and materials.
- Strong Visuals: High-quality photos of your product, location, or team are essential for any media outlet.
- Founder’s Story: Journalists love human interest. Why did you start this business? What problem are you solving? How is your journey different?
- News Hooks: What makes your launch or story newsworthy? Is it tied to a trend, seasonal moment, community event, or unique innovation?
If you’re a baker launching a gluten-free cake shop because your child had allergies and nothing on the market tasted good—that’s a hook. If you’re a tech founder building a platform that helps seniors access telehealth, and you’re launching during Medicare enrollment season—that’s a timely angle.
Crafting a Killer Media Pitch
The heart of effective publicity lies in a strong pitch. And no, blasting a generic press release to 500 emails is not effective.
A great pitch is personal, brief, and tailored to the outlet or journalist. It usually includes:
- A subject line that sparks curiosity.
- A lead that outlines why this story matters now.
- A human angle that makes it relatable.
- A call to action offering an interview, exclusive, or product sample.
Here’s a sample pitch outline:
Subject: Local Dad Launches Tech Startup to Help Seniors Navigate Telehealth
Body:
Hi [Journalist Name],
I’m reaching out with a story idea I believe your readers at [Outlet Name] would love.
After struggling to help my elderly parents navigate their virtual doctor visits, I realized there was a need for a simpler, senior-friendly telehealth platform. That led me to launchCareBridge, a startup based here in [City] that simplifies theprocess for seniors and caregivers alike.
We’re launching this month, just in time for open enrollment, and I’d love to offer you an early look. I’m happy to set up a demo, share photos, or be interviewed.
Thanks for your time,
[Name]
[Contact Info]
Customize your pitch for each journalist. Show them you’ve read their work. Reference a recent story they’ve covered and explain why your business is a good fit for them.
Finding the Right Media Targets
You don’t need a Rolodex of national journalists to get started. Begin with these:
- Local News Outlets: Your hometown paper, radio stations, and regional magazines are often hungry for feel-good or community business stories.
- Industry Blogs and Podcasts: If you’re in the pet food industry, pitch Pet Age. If you’re launching a mental health app, find wellness bloggers and tech podcasts.
- Niche Influencers: Micro-influencers with 5k–50k engaged followers are often more accessible and canmove the needle faster than mainstream media.
Use tools like Hunter.io to find email addresses or simply reach out via social media with a quick DM introducing yourself and asking where to send a pitch.
Leveraging Publicity Once You Get It
Let’s say you land a write-up in a regional newspaper or get mentioned on a popular podcast. Now what?
Don’t let it be a one-and-done. Amplify the win:
- Share the link across all your social channels.
- Add a “Featured In” section to your homepage.
- Print it out and display it in your store.
- Use it in pitch decks or investor meetings.
- Repurpose it into blog posts or social ads.
Media builds momentum. Every feature is social proof you can use to get more.
Timing Your Publicity Push
Timing matters. Ideally, you begin outreach 3–4 weeks before your launch, giving journalists time to evaluate your story and schedule coverage. This means your branding, website, and key messaging should be locked in by then.
Capitalize on relevant dates: holidays, awareness months, seasonal changes, or product release cycles. If you’re launching a sunscreen for kids, plan for spring. If you’re introducing a new budgeting app, try January, when financial resolutions are top of mind.
The Publicity Snowball Effect
The beautiful thing about publicity is that it compounds. One mention often leads to another. A local blogger might get you noticed by a regional news outlet, which gets picked up by a national segment, which inspires a podcast invite—and so on.
This momentum not only boosts visibility but opens doors to partnerships, investment, and new customers.
Take Beardbrand, for example. Founder Eric Bandholz launched the business with a few YouTube videos and blog posts about grooming. He then landed coverage in The New York Times and Shark Tank. That media attention was therocket fuel that helped grow Beardbrand into a multimillion-dollar brand.
Common Pitfalls and How to Avoid Them
While publicity is powerful, it’s not magic. Avoid these mistakes:
- Being too promotional: Journalists don’t want to run ads. They want stories.
- Ignoring the audience: Make sure your pitch fits theoutlet’s readers or viewers.
- Not following up: People are busy. A gentle follow-up after a week is okay.
- Expecting instant results: Publicity is about planting seeds. Sometimes the fruit comes later.
The Long Game: Building Media Relationships
Good publicity is not about one-off hits. It’s about building relationships.
Support journalists by reading and sharing their work. Send them thank-you notes after coverage. Provide valuable insight or commentary, even if it’s not about your business. When they see you as a reliable source, you become part of their story toolkit.
Final Thoughts: Tell a Story Worth Telling
At its heart, publicity is about stories. People don’t connect to logos—they connect to narratives. If you can articulate your“why,” tap into timely relevance, and pitch it with authenticity, you don’t need a massive budget. You need a meaningful message.
In an age of noise, publicity cuts through. It offers legitimacy that ads can’t buy and reach that organic social media often can’t match.
If you’re launching a small business, don’t just focus on the product or the logo or the perfect tagline. Focus on the story. Then share that story with the right people. Because if no one knows you exist, you’re not in business. You’re just in hiding.
