Know how the media operate to tell your story
"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…
A newsworthy story is what attracts journalists — not just a product launch or a flashy event. As Amber Daines explains, novelty, relevance to the outlet’s audience and a clear hook are what matter. You can’t rely on good food or a big launch party alone; focus on why the story matters now and who will care.
Research the journalist first and send a personalised pitch that refers to their past work and explains why your story would interest their readers. Avoid generic mass emails or blind cc approaches — targeted, relevant outreach performs much better.
No. The article notes that buying lists and doing generic mass mailouts is lazy and often fails to engage reporters. Personalised outreach based on research into what a journalist covers is far more effective.
Start with a personalised email that includes a brief pitch and a press release, then follow up with a phone call. Daines says journalists prefer to hear directly from the business owner rather than through a PR intermediary, especially for interesting stories.
Be patient and realistic: getting media coverage is a long-term investment. Don’t expect immediate results or to land national headlines straight away — start small and build a profile over time through consistent outreach.
Begin with local newspapers, bloggers and online business forums. These outlets help you build a profile and can be stepping stones to wider coverage; journalists often gather background from smaller outlets when researching larger stories.
Go into the interview knowing your key messages and what you want to communicate so you don’t walk away wishing you’d said something else. For important interviews, consider arranging professional media-interview training to sharpen your delivery.
Not every story fits every outlet. The article points out that some stories are only suitable for certain media types, so matching your angle to an outlet’s audience and focus increases the chance of coverage and engagement.
Call 1300 880 160
Start a chat
Schedule a call
