DIY Media Outreach for Entrepreneurs

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 available for pitching stories to journalists and media outlets. One of my preferred platforms is Qwoted. It allows users to browse and respond to media queries from journalists, media outlets, and publications, providing opportunities to pitch your brand’s story or offer expert insights on topics, some at no cost. The platform also allows you to introduce yourself directly to journalists who cover your niche, creating valuable opportunities to build relationships and expand your professional network.

Google “Alternatives to Qwoted” 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.

How to Get Started with the Process

Using Qwoted:

1. Join Qwoted for free.
2. Create a Free Expert or Product Marketer Account.
3. Complete your profile.
4. Select tags that match your expertise or industry.
5. Browse and submit queries aligning with your goals and industry.

Using Help A Reporter Out (HARO):

1. Sign up as a Source.
2. Subscribe for free daily media queries by inputting your email address.
3. You will begin receiving opportunities via email.

Using Featured.com:

1. Sign up for a free account or create an Expert Page
2. Select tags that match your expertise or industry.
3. Complete your profile.
4. You will begin receiving opportunities via email.

Using MentionMatch:

1. Join MentionMatch for free.
2. Register as a Source.
3. You will begin receiving opportunities via email.

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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