PR in Plain English: How to Get Your Business Featured Without Spending a Fortune

Public relations can sound intimidating, especially if you picture glossy agencies, celebrity clients or big city press launches. But real PR isn’t about slick jargon or massive budgets oh no, it’s about stories that connect.

Every business has one. And if you can find the right angle and share it in the right way, journalists will start paying attention.

Here’s how to get your name out there without breaking the bank.

Stop selling, start telling (stories that is)

Here’s the first rule of good PR: journalists are not there to advertise your business. What they want are stories that inform, entertain or inspire their audience.

So before you pitch, ask yourself, “Why would someone else care about this?”

“We’ve launched a new product” probably won’t grab attention. But “Local designer launches sustainable alternative to fast fashion” for example, might. It’s topical, human and has a wider social hook.

News is about relevance. Think story, not sales pitch and make your audience the hero.

Matchmaker, matchmaker make me a match

Not all journalists will be the right ones for your story, and that’s okay. The magic happens when you find the perfect match.

Start by researching where your audience spends their time. Whether that’s a local paper, industry site or podcast. Read a few articles to get a feel for tone and style.

Then craft your pitch for that outlet. If they love expert advice, offer a few quick insights. If they run feel-good features, share a human story.

The closer your idea fits their readers, the more likely they are to say yes.

Write headlines that hook (and make them smile)

Your subject line is your first impression. It needs to pack a punch harder than a Mike Tyson special. Make it count.

Keep it short, punchy and curiosity-driven. A few examples:

• “Derby café’s kindness scheme helps tackle loneliness”

• “Marketing consultant reveals 3 tips to grow your small business”

If your headline feels like something you’d actually click, you’re on the right track. Inside your email, explain the story clearly, add a short quote, and include your contact details. Make life easy for the journalist, and they’re far more likely to feature you.

Be the Reporter’s favourite human

Good PR is about relationships, not just results. Once you’ve sent your story, give it a few days before following up.

If a journalist asks for more detail or a photo, get back quickly. If they don’t reply, move on. Sometimes your story isn’t the right fit this time, but being polite and professional leaves the door open for next time.

Remember: behind every article is a person juggling deadlines. Be helpful, not pushy. They’ll remember you for it and probably thank you as well.

Go where the spotlight is smaller (but brighter)

You don’t need to aim straight for national media. In fact, niche and local outlets often give better results because their audiences are more engaged.

Podcasts, blogs, community newsletters and LinkedIn features are all fantastic starting points. You can also guest-write articles that share your tips, experience or lessons learned, a great way to show expertise without selling.

And once your story is live, share it everywhere: on social media, your website and in your email updates. A little shouting goes a long way.

Build your own buzz

Every time you’re featured, keep track. Add a “Featured In” section to your website, save links, and collect quotes or logos. Over time, these pieces build your credibility and tell a bigger story about who you are and what you stand for.

Media coverage compounds. The more visible you are, the more opportunities come your way.

And when you become a reliable, insightful source, journalists start calling you, not the other way around.

Wrapping it up

Good PR doesn’t have to be complicated. It’s about showing up with something genuine to say, finding the right people to tell it to, and building trust over time.

Cola Cube Communications believes that great stories come from real people doing meaningful work. You don’t need a big agency budget, you just need clarity, creativity and confidence in what makes your story worth sharing. Because when you tell your story well, people don’t just read it, they remember it.