How to Get Press for Your Small Business (Without Feeling Like a Show-Off)
So many brilliant business owners are incredible at what they do — but when it comes to marketing, PR and getting in front of the right people? They go undercover.
They assume press is for “bigger businesses.” Well, guess what? It isn’t.
Press and PR are visibility tools. And visibility is marketing. Something we should ALL be doing if you are running a business and want to stop relying so heavily on social media to get you seen. Because alone, social media just ain’t enough I‘m afraid.
Why Small Businesses Struggle With Press and PR
Let’s be honest. Most small business owners were never taught how PR works. You might be amazing at designing, sewing, coaching, accounting, styling, baking, photography…but writing a press release? Pitching yourself to a publication? Positioning your story so journalists care?
That’s a totally different skill.
So instead of learning how to do it - you avoid it.
And that’s where you your visibility gets stuck and you end up in depressing battle of ‘Small Business vs The Algorithm’ (and guess who wins every time).
Press isn’t about ego. And it’s not a vanity thing! It’s about credibility. Because when someone else talks about your business — a local newspaper, an online publication, a podcast, a blog — it builds trust in a way Instagram simply can’t.
And trust helps people choose you.
The Real Cost of Only Relying on Social Media for Marketing
If your entire marketing strategy lives on Instagram, here’s what happens:
You’re at the mercy of algorithms
You become consumed with competing for attention (instead of for authority)
You disappear when you stop posting
You struggle to show up on Google searches
Press, PR and external features create something longer-lasting.
They improve discoverability
They build backlinks (really important for SEO and giving your website credibility in Google’s eyes)
They increase brand authority
They give you something credible to share and shout about
Basically - they help the right people find you.
Practical Ways to Start Getting Press for Your Business
I’m not going to overwhelm you and hand you a full PR strategy in one blog post. But here are a few smart, practical things you can do.
1. Get Clear on What You Actually Do
Before you even think about a press release, ask:
Could a journalist understand my business in 15 seconds?
Open your homepage and read your first paragraph. Is it clear who you help and what problem you solve?
Or is it full of vague words like “bespoke”, “passionate”, “unique” and “creative solutions”?
If you’re clear - you’re easier to feature.
2. Identify Your Press Angle
Press isn’t about listing services. It’s about story telling. You might have:
A career change story
A business built after redundancy
A local impact angle
A seasonal product launch
Industry expertise on a trending topic
Journalists are looking for relevance, not perfection.
So think about what your angle is and build your pitch around that.
3. Make Sure Google Understands You
Before you chase media coverage, check your foundations.
If someone Googles:
“[Your service] in [your town]”
Do you show up? Is your Google Business Profile active? Is your website structured properly? Are your services clearly named?
Press drives people to Google you so if you’re online presence is all over the place, you’re gonna stall before you’ve set off.
4. Stop Shrinking When You Introduce Yourself
This is the sneaky one. If you describe your business as: “I just do…”, “It’s only small…”, “It’s just a hobby…” then you’ve GOT TO STOP IT.
You’re positioning yourself as an option. Authority starts with how you talk about yourself. I’m not saying you need to be Billy Bullshit - you don’t need to exaggerate or tell any lies.
But you do need to own what you do.
Press Isn’t About Being Famous
It’s not just for celebrities. It’s there for anyone and everyone to use to help them get visible to the right people.
It’s about building credibility that supports your marketing, creating trust before someone even enquires.
And it’s absolutely possible for small, local, independent businesses like me and you!
IF YOU’RE WAITING UNTIL YOU FEEL “READY” FOR PRESS…
If you’re reading this thinking:
“I wouldn’t even know how to write a press release.”
“I’m not interesting enough to be featured.”
“I’ll do it when I’m bigger.”
“I don’t have time to figure PR out.”
Then let me help!
I work with business owners who are excellent at what they do but quietly undersell themselves — and I help them step forward in a way that feels confident, not cringey.
If you’d like support with:
shaping your story so it’s genuinely feature-worthy
identifying the angles that make journalists pay attention
improving how your business is positioned online
building visibility beyond social media
You can explore my visibility support services or book a free, no-pressure chat.
And if you’re thinking “oh God, she’s talking about me”… I’ve gone even deeper on the podcast this week.
Come and have a listen. I promise it’s encouraging and not brutal!
