DIY PR for Small Businesses: How to Get Press Coverage Without a Big Budget

When you hear the term "PR," do you picture swanky agencies, glitzy launch parties, and big brands splashing cash for magazine features?

Most small business owners assume press coverage is out of reach without a hefty budget. But here’s the truth: PR is not just for the big players.

In fact, journalists are actively looking for real, relatable stories and that’s where small businesses can shine.

In a recent episode of The Growth Addicts Podcast, I sat down with PR coach Jane Griffin to bust some of the biggest myths around getting press and let me tell you, it was an absolute eye-opener.

Whether you're a one-woman show, a side-hustling parent, or a service-based solopreneur, this blog is packed with takeaways to help you get your business seen in the media- without spending a penny.

PR Isn’t About Size—It’s About Story

One of the biggest takeaways from my chat with Jane? The size of your business doesn’t matter. It’s all in the story and the pitch.

Jane made it clear: Journalists WANT to feature small businesses.

Why? Because their audiences are hungry for inspiring, down-to-earth stories. It’s no longer just about corporate success or celebrity launches- it’s about you:

• The mum launching her business during maternity leave

• The maker celebrating five years in business

• The coach pivoting after burnout

• The baker who turned a local recipe into a national best-seller

These are the human stories that connect- and that’s what the press is after.

What Makes a Strong Story?

So, what counts as a "PR-worthy" story? According to Jane, it's often the moments you overlook- the things you think are just “part of the job.”

Here are a few angles that can make for a great press feature:

• Milestones: business anniversaries, hitting a sales goal, launching a new offer

• Personal journeys: pivots, career changes, or challenges you’ve overcome

• Local interest: if you’re doing something first in your area, collaborating with your community, or supporting a cause

• Timely topics: something that ties into current events or awareness months

  
  

In short? If your clients find it interesting, chances are the media will too.

DIY PR: How to Pitch Like a Pro

Here are Jane’s top DIY PR tips to help you land coverage- even if you’ve never written a press release in your life:

1. Find the Right Journalists

Don’t blanket email every publication. Be targeted.

👉 Look for journalists who cover your niche or local area.

Search by-lines in articles, check Twitter/X and LinkedIn bios, and start making a list of relevant contacts.

Tip from Jane: Local journalists are especially open to stories from small businesses, they're constantly looking for community-driven news.

2. Craft a Compelling Pitch

No waffle, no jargon. Just real talk.

Structure your email like this:

• Hook: Start with a clear subject line (e.g. "Local Mum Launches Eco Gift Business in Time for Mother’s Day")

• What: Share the story, keep it short, snappy, and human

• Why now: Tie it into a timely hook if possible

• Who you are: A quick intro, a line or two about your business

• Contact details & images: Make it easy for them to follow up

Remember, journalists don’t have time to dig through your website. Spell it out for them.

3. Be Newsworthy, Not Salesy

This is a biggie. Your pitch shouldn’t sound like an ad it should feel like a story.

Ask yourself: Why would this matter to the reader? What’s the hook?

It Works: Real-Life Example from Amanda

I’ve used these exact strategies to get press coverage for The Growth Addicts Podcast and our Get Seen Get Sales mentor group even without a PR team.

Here’s how I did it:

• I pitched to a national newspaper when the podcast hit a top 30 spot in the Apple charts, sharing how it aimed to support small business owners across the UK.

• I included a simple press release, a high-res photo, and a personal story about why I started the podcast

• That day the feature was published in The Scotsman —and that press buzz drove new listens and newsletter signups

No agency. No spend. Just a pitch that told a real story.

Want to hear Jane’s full advice (including her story of landing features in major publications as a small business owner)?

🎧 Click here to listen to the episode and learn:

Why you are your best PR asset

How to build media confidence (even if you hate pitching)

What journalists really want from small business stories

Don’t Wait to “Get Big”

You don’t need to be famous to be featured.

You just need a good story, the right contact, and the confidence to send that pitch. PR isn’t about faking it, it’s about showing up as you are and sharing your journey.

So, put the kettle on, write that pitch, and give it a go. You never know who’s waiting to hear your story!

📌 Found this helpful?

Let’s chat about your story—DM me on Instagram @amandahughes.uk or join my email list for more tips just like this!

💌 Sign up here to get weekly small business strategies straight to your inbox

About Me

👋 Hey, I’m Amanda! Social Media Mentor, Apple Top 30 Podcaster & Amazon #1 Bestselling Author.

I help small business owners like you get seen & get sales on social media, without the overwhelm.

With 10+ years of experience running small businesses, I know what it’s like to juggle marketing, sales, and all the things. That’s why I’m obsessed with making social media simple, fun, and profitable for business owners just like you.

📩 Grab my FREE 30 Content Prompts here for instant content ideas!

and

📲 Let’s connect on Instagram → @amandahughes.uk