Pitch Perfect: How to Get Media to Cover Your Small Business
Media coverage can transform your small business overnight—but how do you actually get journalists to notice you? The truth is, it’s not about being the biggest or flashiest brand in the room. It’s about sending the right pitch to the right person at the right time.
In this blog, we’ll show you how to craft a media pitch that gets opened, read, and (hopefully) covered. Whether you’re launching something new, looking to share your story, or just trying to build awareness, this guide will help you pitch with clarity, confidence, and purpose.
What’s a Pitch, Exactly?
A pitch is a short, personalized message you send to a journalist or media outlet, offering them a story idea that’s relevant to their audience. Unlike a press release (which is formal and informational), a pitch is conversational and tailored.
Think of a pitch as an invitation:
“Hey, I think your audience would really connect with this story—want the scoop?”
Step 1: Know What Makes Something Newsworthy
Before you pitch anything, ask yourself:
- Is this timely?
- Does it offer a unique perspective?
- Is there a local angle?
- Does it align with current trends or conversations?
Examples of newsworthy stories:
- A new product or service launch
- A small business owner’s unique journey
- A community-driven initiative
- A seasonal trend your business taps into
- Collaborations with nonprofits or local artists
Step 2: Do Your Research
Pitching isn’t about mass emails—it’s about targeting. Find journalists or outlets who cover businesses like yours.
Tips:
- Google “[Your Industry] + [City] + journalist”
- Look at the bylines of articles you like—then follow those writers on LinkedIn or X (Twitter)
- Use tools like Muck Rack or Hunter.io to find contact info
Pro tip: Read a few of their recent articles. What do they write about? What tone do they use? Referencing their work in your pitch builds instant rapport.
Step 3: Write a Pitch That Gets Noticed
Here’s a basic structure to follow:
Subject Line:
Short, clear, intriguing. Make it feel like a story.
Example: “How One Latina Chef Revived Her Family’s Recipes—and a NYC Neighborhood”
Opening Line:
Personalize it. Mention something they’ve written or a topic they care about.
> Example: “Hi [Name], I loved your recent piece on women-owned businesses thriving post-pandemic. It inspired me to reach out.”
The Hook:
What’s the story, and why now? This is your elevator pitch in one or two sentences.
“I run a Cantonese restaurant on the Lower East Side that’s launching NYC’s first-ever mooncake-making workshop for kids. We’re blending food, culture, and community in a hands-on way—just in time for the Mid-Autumn Festival.”
The Details:
Add a few quick points or a link to a press release, event page, or your website.
Call to Action:
Invite them to learn more, interview you, or attend your event.
“Happy to share photos, answer questions, or set up a time to talk.”
Step 4: Follow Up (But Don’t Be Pushy)
If you don’t hear back in 4–5 days, send a short and polite follow-up:
“Just checking in to see if you had a chance to consider the story idea I sent over. Happy to provide more info if helpful!”
Journalists are busy—often overwhelmed. A kind nudge can make a difference.
Step 5: Build Relationships, Not Just Coverage
Media isn’t a one-time transaction—it’s a relationship. Even if they don’t bite on your first pitch, stay in touch:
- Share articles they write
- Congratulate them on big wins
- Reach out when you genuinely have something new
Over time, you’ll become a trusted source—not just another cold email.
Final Thoughts
Media coverage isn’t just about luck—it’s about strategy. With a strong story, smart targeting, and a pitch that feels human, small businesses can absolutely earn big media moments.
The goal isn’t just to “get press”—it’s to build awareness, trust, and excitement for your brand.
So whether you're doing PR yourself or working with a team like ours, remember: your story matters. And the right pitch can take it further than you think.