How to Build Media Connections for Your Small Business

California Gazette Staff

Building media connections for your small business isn’t about chasing headlines—it’s about creating relationships that last. Whether you’re launching a new product, hosting an event, or simply trying to get your name out there, knowing how to pitch to journalists in your local market can make all the difference. The primary keyword, “build media connections for your small business,” fits right into the first step: understanding that media outreach is a long game, not a one-time blast.

Start With Local Media Mapping

Before sending a single email, small business owners need to know who’s covering what. Start by identifying local newspapers, radio stations, TV affiliates, and digital outlets that focus on community news. Look for reporters who cover small business, lifestyle, consumer trends, or local entrepreneurship.

Scan bylines and social media bios. Journalists often list their beats on Twitter or LinkedIn. If someone regularly writes about retail, food, or startups, they’re likely open to hearing from businesses in that space. Create a spreadsheet with names, outlets, contact info, and recent articles. This becomes your media map—a living document you’ll update as you build relationships.

Understand What Journalists Actually Want

Journalists aren’t looking for generic pitches. They want stories with relevance, timing, and a local hook. If your business is launching a new service, ask yourself: why now? What makes it newsworthy? Tie your pitch to a seasonal trend, community issue, or cultural moment.

Avoid sending press releases that read like ads. Instead, offer a story angle. For example, “Local bakery pivots to gluten-free after customer demand triples” is more compelling than “We now offer gluten-free options.” Think like a reporter. What would make someone want to read this?

Include data points, quotes, and visuals if possible. Journalists appreciate when the groundwork is done. If you’ve got customer testimonials or a compelling backstory, lead with that. Make it easy for them to say yes.

Craft a Pitch That Feels Personal

Generic mass emails don’t get read. A good pitch feels like a conversation. Start with the journalist’s name, reference a recent article they wrote, and explain why your story fits their beat. Keep it short—three paragraphs max.

The first paragraph should grab attention. Mention your business and the news angle. The second should offer supporting details. The third should include your contact info and availability. Attach high-res images or link to a press kit if relevant.

Subject lines matter. Use something clear and direct like “Local coffee shop expands with zero-waste model” or “Founder story: How a Ventura artist turned side hustle into storefront.” Avoid clickbait or vague phrases.

Build Relationships Before You Need Them

Pitching cold works sometimes, but warm connections work better. Follow local journalists on social media. Engage with their posts. Share their articles. If they host events or panels, attend and introduce yourself. These small interactions build familiarity.

If you’re quoted in a story, send a thank-you note. If a journalist passes on your pitch, thank them anyway. Respect goes a long way. Over time, you’ll become a trusted source—not just another inbox notification.

Don’t wait for big news to reach out. Offer insights on industry trends or community issues. If you run a bike shop and there’s a city council meeting about bike lanes, offer a quote or perspective. Journalists remember who helps them tell better stories.

And remember, strong relationships aren’t just for media—they’re vital across your business. If you’re building a team, check out Why Building Strong Workplace Relationships Matters for insights on how internal connections fuel collaboration and trust.

Use Local Events to Spark Coverage

Events are natural media magnets. Whether it’s a grand opening, fundraiser, or workshop, invite local press early. Send a media advisory a week before, then follow up two days prior. Include time, location, purpose, and who will be available for interviews.

Offer exclusives when appropriate. If a journalist covers your event, give them early access to photos or quotes. Make sure someone on your team is prepped to speak clearly and confidently. Have a press kit ready with bios, background, and contact info.

After the event, send a recap with photos and key takeaways. Even if a journalist couldn’t attend, they might still run a follow-up piece. Keep the door open.

Track Coverage and Follow Up

Once your story runs, share it on your channels and tag the journalist. This helps amplify their work and shows appreciation. Keep track of which outlets covered you and what angles they used. This helps refine future pitches.

If a journalist didn’t respond, wait a few weeks before trying again. Don’t resend the same pitch—offer a new angle or update. Persistence is fine, but respect their time.

Use media coverage as a credibility tool. Add it to your website, email signature, or investor deck. It’s not just PR—it’s proof that your business matters in the local conversation.

Stay Consistent and Keep Listening

Media outreach isn’t a one-and-done task. It’s part of your business rhythm. Set aside time each month to update your media map, read local news, and brainstorm pitch ideas. Stay curious about what’s happening in your community and how your business fits into it.

Listen to feedback. If a journalist says your pitch isn’t a fit, ask what they’re looking for. If coverage doesn’t land the way you hoped, adjust your messaging. The goal isn’t just to get press—it’s to build relationships that help your business grow.

Building media connections for your small business takes effort, but it’s worth it. With the right approach, local journalists become allies, amplifying your story and connecting you to the community in ways ads never could. Keep it real, keep it relevant, and keep showing up.