DIY PR Strategies for Small Businesses

As a business mentor, I often advise against the hefty expense of hiring a PR firm for new businesses. These firms can demand substantial monthly retainers, ranging from a few thousand to tens of thousands of dollars—a steep price for budding small businesses.

But the inability to afford a PR firm shouldn’t hinder your PR strategies. It’s not a simple task, but mastering PR independently is a valuable superpower in the world of business.

Securing publicity takes time; expect more rejections than acceptances. However, persistence pays off. Wondering how to gain publicity without a PR firm? Let’s explore channels and submission formats.

There are both free and paid avenues for pitching to journalists and media outlets. One of my favorites is Connectivity, formerly HARO (Help A Reporter Out), owned by Cision—a global leader in PR and marketing tech. It allows browsing and submission of queries from media outlets, offering a chance to pitch your brand’s story in various formats, all for free.

Google “Alternatives to Help A Reporter Out” for a comprehensive list of similar platforms.

Another method is “cold pitching,” similar to cold calling. Research the right contacts at media outlets and pitch an engaging story showcasing your brand. It’s akin to pitching a TV show concept to a production company. The process may seem daunting initially, but practice improves your pitch.

Creating a PR Strategy:

Using Help A Reporter Out (HARO):

1. Sign up under the Source tab.
2. Complete your profile.
3. Browse and submit queries aligning with your goals and industry.

Using Qwoted:

1. Join Qwoted for free.
2. Create a Free Expert Account as a Self-Representing Expert and/or Business.
3. Browse and submit queries aligning with your goals and industry.

Cold Pitching or Outreach:

1. Research preferred media outlets.
2. Find the correct contact information.
3. Send a concise email with a two-paragraph pitch, including contact information and relevant links.
4. Follow up after two weeks.

Remember, you may encounter more “no’s” than “yes’s,” but persistence pays off. Your efforts in mastering DIY PR will undoubtedly be worth it in the end!

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