It's essential to know how the media operate
"I was pleasantly surprised by small business, PR and journalists sharing the tools, pitfalls and mistakes they'd made when it came to managing their own PR - not just about the successes, but about the journey there as well," says Daines, who has worked as a print and television journalist and in marketing and public relations.
Daines launched her self-published book Well Spun: Big PR and Social Media Ideas for Small Business this month, and she shares the top five tips that every small business owner should know before approaching the media.
1. Understand what makes news
The best way to get the attention of journalists is with a newsworthy story, Daines says.
"People assume if they have a product launch that journalists will come and it's guaranteed it will get covered. I always tell them no matter how much French champagne there is at the event, nothing will replace a newsworthy story."
2. Tailor your story
Daines says many small business owners make the mistake of simply buying media lists and doing generic mass mailouts.
"Sending out a mass email approach that's been blind cc-ed is lazy. You will fail to engage the reporter if you haven't researched what they write about, what they've done in the past or what they're interested in," Daines says.
Small business owners also need to be aware that the story they want to share may be suitable for only some media outlets.
3. Email and phone are best
After doing your research on what the journalist writes about, Daines recommends sending a personalised email that refers to other work a journalist has done and why your particular story might be of interest, accompanied by a press release.
Often after the email is sent, it can be useful to pick up the phone and call a journalist.
"Journalists will always prefer to hear from you than a PR person," Daines says.
"People shouldn't be scared to call if they've got a really interesting story they've researched and feel will appeal to the journalist."
4. Be patient and realistic
Daines says many small business owners are disheartened when they are not inundated with responses from their media release.
"You've got to start small - like anything, it's a long-term investment and process," she says.
Daines says people also often want to go straight to the leading national media outlets with their story when it can be more fruitful to build a presence in other media first.
"Local newspapers, bloggers, online business forums: from there they can often at least start to build a profile when they are pitching. Sometimes journalists will gather information about that entrepreneur or that business [from these sources] - it's never a wasted opportunity when you have a chance to speak to the media."
5. Prepare for the interview
Once a journalist accepts the story idea and lines up an interview, it is essential to be prepared.
"Go into the interview knowing your key messages and what you want to get across so you don't walk away saying, 'I should have said this, I should have said that'."
Daines says it can be worth arranging professional media interview training before a significant interview.
Frequently Asked Questions about this Article…
Amber Daines highlights five practical PR tips for small business owners: have a genuinely newsworthy story, tailor your pitch to the right journalists, use personalised email plus a follow-up phone call, be patient and build coverage over time, and prepare key messages before any interview.
Daines warns that a product launch alone rarely guarantees coverage — you need a clear newsworthy angle. Focus on what makes the story timely, relevant or surprising to readers and explain that angle up front rather than relying on event perks to attract journalists.
According to Daines, generic mass emails (especially blind BCCs) are lazy and fail to engage reporters. Research what a journalist writes about, reference their past work, and explain why your story suits their audience to increase the chances of coverage.
Daines recommends a personalised email that refers to the journalist’s work and includes a press release, then follow up with a phone call. Journalists often prefer to hear directly from business owners rather than through a PR person, especially for a well-researched story.
Daines suggests starting with local newspapers, bloggers and online business forums to build a presence. Those outlets can help you develop a profile and sometimes prompt larger media to gather more information about your business later.
Be realistic: media outreach is a long-term investment, not an instant fix. Daines advises starting small, being patient, and using smaller outlets to build momentum rather than expecting immediate national coverage.
Send a personalised email that references the journalist’s past work, explains why your specific story would interest their audience, and attach a clear press release. This targeted approach shows you’ve done your homework and makes it easier for the journalist to consider your pitch.
Before an interview, know your key messages and what you want to get across so you don’t leave wishing you’d said something else. For important interviews, Daines also recommends considering professional media interview training to practise delivery and handling tricky questions.
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