How to Get Published in the Media as a Small Business
- Brainz Magazine
- 1 day ago
- 5 min read
Carol Zatt is a sought-after photographer and creative strategist with over 10 years of experience helping brands and entrepreneurs stand out through powerful, authentic visuals. She’s worked with global names like Google, YouTube, Lego, and Sonos, and her work has appeared in Forbes, The Guardian, and The Sydney Morning Herald.
As a marketing strategist working closely with small business owners, service providers, and founders who want to stand out, I know exactly how challenging it feels to break into the media world, especially when you don’t have a big budget, a huge team, or industry connections. The truth is, you don’t need any of that. Getting media coverage is absolutely possible for small businesses, and it can transform your brand visibility, authority, and opportunities.
In this article, you'll learn the most practical steps to help you get featured, even if you’re just starting out, don’t have experience, or feel like no one will care about your story. You’ll discover the strategies that real founders are using today to land interviews, articles, and mentions in the press.
What does it mean to be “published in the media”?
Getting published means your business, story, expertise, or opinion appears in a media outlet, whether online, print, radio, podcasts, television, or industry blogs. This could include:
A journalist quoting your expertise
A feature story about you or your business
A guest article written by you
A press mention about a milestone, event, or launch
An interview or podcast appearance
Being published positions you as an authority, builds trust, increases your visibility, and helps your audience see your brand as credible and established.
Why is media coverage important for small businesses?
For small businesses, media visibility has unique power. Unlike ads, where you pay for exposure, earned media operates on credibility. When a journalist tells your story, or a publication features your journey, it signals to the world that your business matters.
Media exposure can help you:
Reach a wider audience without spending thousands on ads
Build instant trust with potential clients
Increase website traffic and SEO
Improve brand authority in your industry
Create long-lasting content that can be reshared for years
Good PR can help level the playing field between small businesses and giant competitors.
5 common barriers small businesses face in getting media coverage
Just like imposter syndrome has types and patterns, media challenges often follow consistent themes too. Here are the most common:
“I don’t have a big story.” Many small businesses believe they need a dramatic, viral, or celebrity-like story to qualify. Not true. Journalists want human, relatable, mission-driven stories, especially from local founders.
“I’m not an expert.” Founders often underestimate their experience. You don’t need a PhD. You simply need lived results, real insights, and lessons learned.
“I don’t know where to start.” From press releases to pitching, the process can feel intimidating. A simple structure can make it straightforward.
“I’m scared of rejection.” Getting ignored by journalists can feel personal. But rejection is part of the process, even large companies experience it.
“I’m too small or too new.” Ironically, the media loves small businesses, especially ones with unique missions, human stories, migrant-founder journeys, community impact, or innovative ideas.
12 tips on how small businesses can get published in the media
1. Know your story angle
Journalists don’t publish businesses, they publish stories. Your angle could be:
A personal journey (migrant to founder, overcoming obstacles)
A unique mission or social impact
A new launch or milestone
A problem you’re solving in a new way
When you identify a strong angle, your pitch becomes instantly more attractive.
2. Position yourself as an expert
Even if you’re a small business, you can still be the go-to voice in your niche. To position yourself as an expert:
Share insights on social media
Publish short articles on LinkedIn
Speak at small events
Create educational content
Journalists look for experts who are active and can explain things clearly.
3. Build a strong online presence
Before featuring you, journalists will Google you. Make sure they find:
A professional website
Clear information about what you do
Updated social media profiles
Evidence of expertise
Even a clean, simple website builds trust.
4. Start small and local
Your local newspaper, radio, or community blog is an excellent first step.
Small publications often look for local businesses to feature, especially founders with unique stories. These early features make it easier to land bigger ones later.
5. Know what journalists actually want
Journalists care about:
Timeliness (why now?)
Relevance (what’s the audience?)
Human stories
Data or insights
Clear takeaways
When your pitch meets these needs, your chances skyrocket.
6. Write a simple, powerful pitch
Your pitch should include:
A strong subject line
A one-sentence angle
A brief story summary
Why it matters now
What makes your insight unique
A short bio
Links for credibility
Short, punchy, and easy to digest wins every time.
7. Connect on platforms where journalists hang out
Journalists are active on:
LinkedIn
X (Twitter)
HARO/SourceBottle
Following them, commenting, and engaging increases your visibility and trust.
8. Use your lived experience as your superpower
As a migrant, mother, woman, or first-generation founder, your lived experience is a story journalists WANT.
Authenticity performs better than polished corporate stories. Your background is not a disadvantage, it’s your unbeatable angle.
9. Prepare a “media kit” or press page
A simple press page helps journalists instantly access:
Your bio
High-quality photos
Your story
Business overview
Key achievements
Past media features
This increases your chances of being selected.
10. Leverage data and real results
Media loves numbers. Use:
Customer success stats
Industry insights
Survey results
Market trends
These strengthen your story and make you sound authoritative.
11. Follow up (professionally)
Journalists are busy, most ignore pitches simply because they missed them.
Follow up 3-4 days later with a polite, simple message. Persistence (not pushiness) is everything.
12. Create momentum by repurposing every feature
Once you get published:
Share it on social media
Add it to your website
Send it to your email list
Use it in your bio
Add “As Seen In” logos
The more visibility you create from one feature, the easier it is to get the next one.
Start your media journey today
Getting published in the media isn’t reserved for celebrities or big brands, small businesses can get incredible press with the right stories, angles, and strategies. You have a message that deserves to be seen. You have a story that can inspire others, elevate your brand, and open doors you never imagined.
If you're ready to get clear on your story, craft your pitch, or build a visibility strategy that elevates your brand.
Book a free 15-minute call with me and let’s map out your media plan together. Let’s get your business seen, heard, and celebrated.
Follow me on Facebook, Instagram, LinkedIn, and visit my website for more info!
Read more from Carol Zatt
Carol Zatt, PR & Marketing Strategist for Small Business Owners
Carol Zatt is a sought-after photographer and creative strategist with over 10 years of experience helping brands and entrepreneurs stand out through powerful, authentic visuals. She’s worked with global names like Google, YouTube, Lego, and Sonos, and her work has appeared in Forbes, The Guardian, and The Sydney Morning Herald.
Carol’s strength lies in capturing more than just images, she tells stories that connect. With a background in advertising, marketing, and social media, she brings a 360-degree perspective to every project, blending artistry with strategy to create work that resonates.
