Small Business PR Tactics That Actually Work (Even Without a Big Budget)

I’ll be honest with you, for years, I thought PR tactics were only for the “big guys” with massive marketing budgets. You know, the brands splashed across glossy magazines or featured on morning shows. I figured small retailers like us couldn’t pitch local media, build relationships with journalists, send out press releases, or land spots on podcasts.

Oh boy… I was wrong.

When I sat down with Gloria Chou, a PR expert who’s helped thousands of small businesses land incredible media coverage, my whole perspective shifted. She showed me that with the right PR tactics, you can get noticed without a giant budget or a fancy PR agency. You just need the right strategies, a little creativity, and the courage to tell your story.

Today, I’m sharing the biggest takeaways from our conversation, so you can start using PR tactics that actually work for small business growth.

Watch the full episode in YouTube:

Why PR Isn’t Just for Big Brands

Here’s the truth: PR is about relationships, not ads. It’s not about buying your way into attention, it’s about creating genuine connections with journalists, bloggers, and creators so they want to share your story.

And here’s the best part, PR coverage is organic. That means it’s not only free, it also builds more trust than paid ads ever could. Think about it, when someone sees your store featured in a gift guide or seasonal trend article, it instantly boosts your credibility.

The CPR Method: Gloria’s Secret Weapon

One of Gloria’s most effective PR strategies is what she calls the “CPR Method.”

• C: Credibility — Share your expertise or story in a way that builds trust.
• P: Point of view — Offer a unique perspective that stands out from the crowd.
• R: Relevance — Tie your pitch to something seasonal or trending.
  

For example, if you’re pitching a journalist in October, you might connect your products to holiday shopping trends or gift guides. If it’s summer, you might tie it to seasonal activities or community events. Gloria proved to me that with the right PR tactics, you can get noticed without relying on a giant budget or a fancy PR agency.

3 PR Tactics You Can Start Using Right Now

1. Get on Journalists’ Radar with CPR Pitches: Instead of sending a generic pitch, craft one that shows your expertise (credibility), offers a unique perspective (point of view), and ties into something timely (relevance).
2. Use Seasonal Angles: Journalists always look for fresh content tied to the time of year. That means holiday gift guides, back-to-school features, or even summer essentials lists are golden opportunities. If your products fit a seasonal theme, pitch them! This is also where gift guides and affiliate marketing can play a big role.
3. Leverage Digital Marketing Tools: Gloria’s big tip? Don’t just pitch once and hope for the best. Use digital marketing tools to track mentions, monitor trends, and set up Google News Alerts for your niche. That way, you’ll spot opportunities the moment they pop up.

How PR Tactics Help with SEO and Organic Reach

I didn’t realize until recently that PR strategies don’t just get you media buzz, they also supercharge your SEO. When a reputable site links to you, your organic traffic grows, bringing in more customers without spending a cent on ads.

And the best part? One media feature stays alive long after publication. Turn it into content for your email list, social media, and website so it keeps working for you again and again.

Listen to the full episode here: 

Your Millie Moment: Your 15-Minute PR Action Plan for This Week

Here’s what I want you to do (yes, you can totally make this happen in less than an hour):

• Install a Google News Alert for your niche.
• Gloria packs her free PR masterclass with actionable steps, go watch it!
• Draft your first CPR pitch with a seasonal hook.

These small steps can snowball into incredible visibility for your business. And remember, this is how small businesses grow: one smart move at a time.

Want to grow your small business without spending a fortune on ads? 

• If today’s conversation with Gloria lit a spark for you, she’s hosting a FREE PR Secrets Masterclass where she’ll walk you through exactly how to get featured in the media without needing a big budget or fancy connections. Grab your spot now!
• And if you’re ready to dive deeper into her proven PR strategies, check out her full program here.
• Tired of relying only on social media and ads to get noticed? Apply for your free Gameplan Call, we’ll uncover what’s working in your visibility strategy, pinpoint what’s holding you back from getting noticed, and map out your best next PR move. You’ll leave with a clear plan to boost your credibility, attract more customers, and grow a business that supports your goals, not just your to-do list.
• Want a behind-the-scenes look at how our top clients grow profit without burning out? Our free training, Beyond Busy: 3 Shifts to Reclaim Your Time and Boost Store Income, walks you through the exact Profit Roadmap we use in Profit Club, focusing on your role as CEO, CIO, and CFO to grow a business that’s both profitable and sustainable.

Don’t forget to join us in our Facebook community: Richer Retailer Facebook Group.

💚 Remember: Your store is more than four walls and shelves, it’s a story waiting to be told. The right PR tactics can put that story in front of the people who need to hear it most. You don’t have to be a big brand to make a big impact, you just have to start. If you’ve ever felt like your store was “too small” for media attention, please hear me when I say… it’s not. Gloria reminded me that even the smallest shop can make a big difference when the right people hear your story. And your voice? It matters more than you think.