How to grow your business with traditional media
What is PR and why does it matter?
Public Relations (PR) is a powerful, often overlooked way to grow your business. It is all about getting your story into TV, radio, newspapers and not just social media. PR builds credibility and brand awareness by showing your business in a trusted, elevated space. Unlike social media, traditional media gives you the stage without competing for attention.
Benefits of traditional media
Traditional media boosts trust, visibility, and reach. When you’re featured on a news platform, you’re not just another post in a feed—you’re the main story. This leads to stronger brand recognition and opens the door to audiences you might not reach through social media alone.
How to use traditional media and PR to grow your business
If you think your retail business is too small to get covered by local press, think again! Traditional media like newspapers, radio, and TV are all eager to spotlight small businesses like yours. Watch this video to learn how to land the coverage your retail business truly deserves, guided by the expertise of Angel Tuccy, media specialist at Vedette Global.
Here’s what you can do:
1. Don’t underestimate your everyday wins
You don’t need a big launch to be newsworthy. Think small: new hires, partnerships, local events, charity involvement, or hitting milestones like your 100th customer. What feels ordinary to you might be inspiring or interesting to your community.
2. Submit your story for free
Most local news stations allow you to submit press releases for free on their websites. If your story is relevant and community-focused, they might even interview you or send a news crew. This exposure costs nothing but has big potential rewards.
3. Find the right media contact to grow your business
Look for the “Submit a press release” section on local news websites or locate the email for the news desk. Even if it feels like your message is going into the void, newsrooms actively look for strong local stories—especially those with heart or community impact.
4. Know what to expect after you submit
Once you pitch your story, three things could happen:
- Your press release gets published on the news site
- You’re contacted for a short interview (even via Zoom)
- A news crew covers your story in person
All three outcomes are valuable PR wins that cost you nothing.
5. Time your pitch right
If your news is time-sensitive (like an event or grand opening), send your press release at least 3 weeks in advance. Follow up a week later, and again the week of the event. Persistence helps get you on their radar.
6. Write headlines that get noticed
Headlines should be short, clear, and emotion-driven—ideally 7 to 10 words max. Avoid being clever. Instead, be direct. Use online tools or AI to generate headline ideas, or study the news outlet’s website to match their style.
7. Pitch every month
Aim to get media coverage once a month. Create a “PR Day” for your business—pick the same date every month to brainstorm a story, write a headline, and submit your press release. This builds momentum and helps your brand become more recognizable.
8. Track your PR impact
Ask new customers how they found you. Search your business name online to discover mentions or links from media outlets. Some news sites offer metrics like views and impressions, giving you insight into how far your story spread.
