Michael Epps Utley 
Do you think your business is too small — or that you’re too inexperienced — to manage a public relations (PR) campaign?
Think again!
This guide reveals public relations tactics that small business owners can use to share their knowledge with writers and get featured in the media that matters.
Share Your Experience and Expertise
It doesn’t matter how small your business is; you have plenty of knowledge in your field, and it benefits everyone when you share it. Posting on your blog and socials on a regular basis is a best practice, but you’ll reach a wider audience by reaching out to relevant publications at the right time.
Here are three key ways to use your knowledge to get media mentions.
1. Newsjacking
When a major news event happens in your industry or community, journalists need comments and analysis from experts and people respected in the area. They will likely want to:
Understand why something happened
Gather broader background and context
Figure out what it might mean for people impacted by the story
Predict what could happen next
For instance, if you’re a cybersecurity expert and a data breach happens to a business in your area, you might be able to explain to a journalist what caused it, how it could have been prevented, and what steps impacted parties should take next. Your support will likely turn into a media mention, and your brand will become more of a trusted authority as a result.
2. Journo (Journalist) Requests
This is when a writer asks a question or seeks out comments on a journo request platform.
Fulfilling journo requests is perhaps the simplest way for beginners to get press. All you have to do is answer the questions journalists post on journo platforms. Supplying the best, most insightful responses is essential because there will likely be competition. Avoid mediocre answers generated through ChatGPT or similar AI platforms. Include your opinions and uniquely spin your copy so it reflects your brand personality.
Some popular journo request platforms include:
#JournoRequests on X (formerly Twitter): This is the original and still the most effective way to find journo requests. Type in the hashtag and keywords related to your industry in the X search bar, for example, ‘#JournoRequest Doctor.’
Qwoted: Qwoted operates on a “freemium” pricing model. If you see initial success with a free account, you’ll likely find the basic account worth paying for. It makes it easy to search and submit quotes and comments.
Source of Sources (SOS): This is the new version of HARO. Activity on the platform has slowed since the changeover, but now could be an excellent time to use it to build relationships with journalists before it becomes overrun.
3. Seasonal Trends and Evergreen Expertise
Certain types of businesses can use holidays and seasons to garner media attention. For instance:
A florist could leverage their knowledge of flowers to provide advice on Valentine’s Day gifting.
A chef specializing in grilling could recommend barbecue best practices for Memorial Day or July 4th barbecues.
Dermatology practices can offer sun protection tips before beach season.
Work well in advance if you decide to pursue seasonal public relations opportunities. Seeking out Valentine’s Day press mentions on February 13th is too late. Starting immediately after New Year’s (if not sooner) is more realistic.
Get to Know Writers in Your Industry
You know your stuff, but you probably don’t have the time to build an in-depth knowledge of the news industry as public relations professionals do.
Instead, conduct research to identify top journalists in your industry and local area and the publications they work for. Aim to find four or five.
Follow them on social media platforms like X and LinkedIn. Become familiar with the topics they write about. Once you feel that you know them and their style, send an email to introduce yourself. Use the subject line to highlight your area of expertise. If the writer needs an expert like you, they’ll likely search their inbox, so you want to be findable when that happens. Then, use the email to explain that you’re available to help, provide additional information about your areas of expertise, and explain how they can reach you.
Reach Out on a Timely Basis
When something in your industry or local area touches on your business or area of expertise, contact the writers on your list immediately and offer your help. Waiting a day — or even an hour — could make you too late.
When it comes to small business PR, speed is your superpower. Doing something as simple as writing a comment and emailing it to your key writers immediately could spotlight you and your business.
Repackage Your Content
You’ve likely spent significant time, money, and effort developing blog and social media content demonstrating your expertise and what makes your operation unique.
If you’re a fitness expert, you likely have content on your blog about getting fit. It could be relatively easy to repackage it and offer it to journalists before the summer or winter sports seasons. You’ve already done the legwork, so to speak. Rewrite this content so it’s fresh, topical, and appropriate for the publication’s tone and audience. Consider including a link to a page on your website that provides additional information to earn new traffic and demonstrate your expertise.
PR for Small Business: The Final Word
The tips in this guide will help you build relationships with journalists in your industry and community and leverage them to earn brand mentions. What’s important to remember is that public relations is a long game. Staying focused on the value of sharing your knowledge and expertise will help you stay in play even during dry periods.
