How to Confidently Get PR for Your Small Business

Whenever I’m hosting a community event one of my favorite things is to go on ABC4’s Good Things Utah and Fox13’s The Place. I’ve spent years building relationships with producers and the hosts; so much so I feel somewhat at home on the sets of each show. However I remember in my 20s being incredibly nervous to do any sort of media interview. I’ve come a long way since then and have learned a lot about effective pitches, building relationships with the right people in the media more.

One thing I’ve learned is that public relations isn’t just for big brands or celebrities—it’s a powerful tool for small business owners to share their story, build credibility, and attract new opportunities. But if the idea of pitching yourself to media outlets feels intimidating or overwhelming, you’re not alone.

The good news? You don’t need a publicist or fancy media kit to get featured. You just need the right strategy, a little confidence, and a genuine approach. This blog post walks you through three core steps to mastering your pitch:

Writing your pitch in 5 sentences
Building real relationships with media
Feeling confident every time you hit “send”

Step 1: Write Your Pitch in 5 Simple Sentences

When you pitch, you only have a few seconds to capture attention. Keep it clear, concise, and focused on what’s in it for them. Use this 5-sentence framework:

Introduce yourself
State what you offer
Say who you serve
Highlight what makes you different
Include an exciting hook or reason it matters right now

💬 Example:

Hi [Name], I’m Jane Doe, founder of Bloom Botanicals, a handcrafted skincare brand based in Austin. We create eco-friendly, herbal products for women with sensitive skin. Our mission is to simplify natural skincare with sustainable practices and honest ingredients. What makes us different is our transparency—we grow and harvest 70% of our herbs locally. With the rise in conscious consumerism, I thought this story might resonate with your audience. Would you be open to chatting more?

Step 2: Think: relationship first, story second.

Journalists and podcast hosts are more likely to say yes when they feel a genuine connection. Building real relationships with people in the media is all about connection, not just promotion. Start by genuinely engaging with journalists, editors, podcast hosts, or bloggers—follow them on social media, comment on their work, and share their content when it aligns with your values.

When you’re ready to pitch, make it personal: reference something they’ve recently written or shared, and explain why your story would be valuable to their audience. Instead of only reaching out when you need coverage, become a helpful resource—offer insights, quotes, or trends they might find useful.

After you’ve been featured, say thank you, share the piece publicly, and keep the relationship going. Like any connection, media relationships thrive on authenticity, respect, and consistency.

6 Tactics to Build Real Relationships with Media

1. Follow & Engage Before You Pitch

Start by following journalists, editors, podcast hosts, or bloggers on Instagram, Twitter, or LinkedIn.Like, comment, and share their content regularly (genuinely—not just to get noticed!).

Think: relationship first, pitch second.

2. Compliment Their Work Authentically

When you reach out, reference a recent article, interview, or post they shared—and explain why you loved it.

Example: “I really appreciated your piece on burnout in small business owners—so real and needed right now.”

It shows you’ve done your homework and actually care.

3. Be a Resource, Not Just a Pitcher

Offer helpful info, quotes, or insights—even when you’re not pitching something for yourself.

Pro Tip: Say, “If you're ever looking for sources on [your topic], happy to help or connect you to someone!”

4. Send Personalized Pitches, Not Mass Emails

Generic blasts = delete.Tailor every pitch to their beat, audience, and tone. Make it clear why your story matters to them.

Example: “Given your recent coverage of sustainable brands, I thought you might be interested in a story about our eco-friendly packaging shift.”

5. Show Up on Their Radar Consistently

Stay visible in their world—even without pitching.

Share their content
Tag them in relevant posts
Mention them in newsletters or blogs (and let them know!)

6. Express Gratitude & Share the Love

When you do get featured—thank them! Tag, share, and celebrate the piece across your channels. Let them know you appreciated the coverage.

Bonus: Send a handwritten thank-you note. Old school, but unforgettable.

Step 3: Pitch with Confidence

Feeling more confident when pitching starts with shifting your mindset—you’re not bothering anyone, you’re offering value. Remind yourself that your story, expertise, or product can truly help someone, and that makes it worth sharing. Practice your pitch out loud or write it like you’re talking to a friend to make it feel more natural and authentic. Start small by pitching to local outlets, smaller podcasts, or niche blogs to build momentum and experience. The more you pitch, the easier and less intimidating it becomes. And finally, use a simple, repeatable pitch formula so you’re never starting from scratch. Confidence grows with clarity, preparation, and action—just start, and your confidence will follow.

4 Ways to Feel More Confident Pitching

1. Know Your Value (and Own It)

Before you pitch, remind yourself: you’re offering something helpful, not begging for a favor. You have unique insight, experience, or a story that can educate or inspire an audience.

💬 Mantra: “I’m not interrupting—I’m offering value.”

2. Practice Your Pitch Out Loud

Say it out loud or even write it like you’re speaking to a friend. This helps you find your flow, reduce overthinking, and deliver your message clearly and naturally.

🎤 Bonus tip: Record yourself on voice notes to hear how it sounds and tweak from there.

3. Start Small & Build Momentum

Begin by pitching smaller outlets, podcasts, or blogs that feel approachable. Each “yes” builds your confidence and helps refine your messaging for bigger opportunities.

🚀 Wins build momentum—and momentum builds confidence.

4. Have a Simple, Repeatable Pitch Framework

Use a template or formula (like: Hook → Value → Ask) so you’re not starting from scratch each time.

🧠 Example:

“I saw your recent piece on [topic]—loved it. I have a story idea that offers [value] from [unique angle]. Would you be open to chatting more?”

One Last Thing

When done with intention and confidence, pitching becomes less about “putting yourself out there” and more about connecting with the right people who care about what you have to say.

Start small. Be genuine. Keep it simple.And remember: Your story is worth telling.

Always Remember,

Market your business in a way that feels good to you.