You have been in business for 15 years, you just hired your tenth employee, and you would love a story in the local paper. You send a note to the newsroom saying so. Nothing happens.
The business is not the problem. The pitch is: it describes something you are proud of, not something the outlet’s readers need to know. Here is how to build one a journalist can use.
Find the story in your business
Book a call and we will look for a defensible, fact-backed story your local outlets might want.
Let the Buzz BeginQuick answer: what makes a small business newsworthy? A story is newsworthy when it matters to the outlet’s audience: something new, useful, local, timely, or surprising, backed by facts the reporter can check. A strong pitch states the story in a sentence or two, explains why the outlet’s readers care, offers evidence and a knowledgeable spokesperson, and follows the outlet’s submission rules. Nothing guarantees coverage.
What is the difference between a story and a promotion?
A promotion says what you want people to know. A story says what the audience wants to know. Compare:
| Promotion | Story |
|---|---|
| “We are celebrating 15 years in business.” | “A local roofer who has worked through five hurricane seasons explains what homeowners should check before storm season.” |
| “We launched a new service.” | “Why more homeowners in the area are asking for a service that barely existed five years ago, with what the owner sees on real jobs.” |
| “We won an award.” | Only newsworthy if the award matters to the outlet’s readers. |
Stories built on expertise, local data you can document, or a genuine development tend to fit. Make sure every claim in them is true and checkable.
Which outlets fit your story?
Read the outlet before you pitch. Check what topics it covers, which reporter covers your area, and its submission rules. A local TV segment, a neighborhood newsletter, a trade publication, and a podcast each want something different. Some outlets accept guest columns; others only take news tips.
What evidence and spokesperson do you need?
Reporters need to verify what you say. Before you pitch, gather:
- Facts you can document: dates, numbers from your own records, licenses, public data with a source.
- A spokesperson who can explain the topic clearly and is available on short notice.
- Photos you own and have permission to share.
- Customers willing to talk, only if they have agreed in advance.
Do not inflate numbers or invent quotes. If a reporter cannot check it, leave it out.
What does a usable pitch look like?
Fact-backed pitch worksheet
| Field | Your answer |
|---|---|
| The story in one sentence | |
| Why this outlet’s audience cares | |
| Why now | |
| Evidence the reporter can check | |
| Spokesperson and availability | |
| Visuals you own | |
| Outlet’s submission rules followed? |
Sample pitch (fictional business, labeled example)
Subject: Storm-season roof checks homeowners can do from the ground
Hi [Reporter name],
With storm season starting, I thought your readers might want simple checks they can do from the ground before calling anyone. I own [fictional company], a roofing contractor in [your area], and I can walk through what we see most often on inspections, with photos from our own jobs.
I am available for a call or on-site interview this week. Happy to send photos and a short tip list in advance.
[Name, phone, email]
The sample is fictional. Use your own facts, and never claim coverage you have not earned.
How should you follow up and measure results?
Follow up once, a few days later, with something useful: a new detail, a photo, or a date you are available. If there is no response, move on and try another outlet or angle.
Track what happens: pitches sent, replies, interviews, and coverage. Keep earned coverage separate from anything you paid for. Google’s spam policies treat buying links that pass ranking credit as link spam, so paid placements should be clearly labeled and handled accordingly.
Editors hold themselves to standards here too. The Society of Professional Journalists’ Code of Ethics asks journalists to refuse gifts and favors, deny favored treatment to advertisers, and distinguish news from advertising. If you pay for a placement instead, the FTC’s native advertising guide says it must be clearly identifiable as advertising.
What earned editorial coverage looks like is explained in our guide to white-hat digital PR. Related guides cover before-and-after social posts and turning one post into 4 weeks of social content. Our PR & Authority service includes story and pitch development built on your real expertise and outreach to relevant media.
Frequently asked questions about small business PR pitches
What is newsworthy?
Something that matters to the outlet’s audience: new, useful, local, timely, or surprising, and backed by facts.
What evidence belongs in a pitch?
Facts the reporter can verify, a spokesperson who knows the topic, and visuals you own.
How should I follow up?
Once, with something useful. If there is no response, try another outlet or angle.
Final thoughts on small business PR pitches
Coverage comes from stories, not announcements. Find what matters to the audience, back it with facts, make the reporter’s job easy, and follow up once. To find your story, book a call with one of our hive specialists today.