Short answer: small businesses get press coverage the same way larger companies do: with a story about the founder and their method, placed in publications their customers read. You don't need company news, and you don't need dozens of articles. A handful of well-chosen ones can change how your name shows up on Google.
Why does press coverage matter for a small business?
A one-person business competes on trust. Prospects google a company before replying to a cold email, and recent coverage on page one makes a reply more likely. For one solo consultant we worked with, an IBTimes Singapore profile became the first thing new clients asked about.
What do you pitch when there's no news?
Solopreneurs often think they have no story because there's no company news. Usually the story is you and your method. Good starting points:
- Your method, and why it works differently.
- A mistake your customers keep making, and how to avoid it.
- What you've seen change in your field.
- An opinion you'd defend in public.
Here is how that worked for one of our clients:
Solopreneur · One-person practice · Canada
7 placements in 4 months
A solo skincare specialist. First article live 29 days after topic approval.
Topic approvedDay 29: first articleMonth 4: placement 7
GoalJustify premium prices, and own the Google results for her name.
ChallengeNo company news. The story is the person.
What we didFounder-profile angles on her method, plus an expert quote in a Forbes trend piece.
AfterHer name search shows the articles on page one.
- Full featuresWWD, Elle Canada, Medical Daily, Digital Journal, Entrepreneur UK, IBTimes Singapore
- Brand mentionsForbes (with quote)
PR for small businesses and solopreneurs →
How many articles does a small business need?
Fewer than you think. Solopreneurs don't need 20 articles, and the case study above shows what a handful can do. Start with the outlets your customers read.
What changes afterwards?
A coach we worked with raised her rates after her Entrepreneur UK feature, because clients arrived already convinced.
How do you get press coverage for your small business?
- Write down the one thing you want to be known for, in one sentence.
- List five publications your best customers read.
- Prepare a short bio, a recent headshot and two opinions.
- Pitch a story about your method, not your product.
- Share every article where customers decide: your website, your emails, LinkedIn.
How does it work with us?
You tell us about your business and what you'd like to be known for. We propose angles and you approve one; nothing is written before that. Our writers, who have newsroom experience, draft the article and you review it. Each placement goes live within 21 to 60 days of topic approval, at a fixed price agreed upfront, with a 100% refund if we don't deliver. More on cost in how public relations pricing works.
Questions founders ask
Can a small business afford PR?
Pay per placement lets you buy a few specific articles instead of paying a monthly retainer, so you can start small and see what each article does for you.
Do I need a press release?
Usually not. A press release suits news. A small business usually has a story about its founder and method, which suits a feature.
Do I need company news to get covered?
No. Editors publish stories about people, methods and opinions. A clear method or an opinion you can defend is often enough.