What's your advice for small businesses or startups with limited resources looking to maximize their earned media efforts? What one tactic should they focus on?

Question

Uncover effective strategies for small businesses to amplify their earned media efforts, distilled from the wisdom of industry experts. Gain practical advice on creating impactful media moments and fostering meaningful media relationships. This article delivers a compilation of expert-backed tactics to elevate media presence and credibility.

Kristin Marquet · Answer

Focus on building credibility through thought leadership. You don't need a big PR budget to get noticed--you need a clear point of view, strategic positioning, and the discipline to consistently show up where your audience is.
One tactic that works exceptionally well is guest-contributing to niche publications or industry blogs. At Marquet Media, we've helped early-stage clients land earned media by pitching value-driven, non-promotional articles to outlets their target customers already read. It's low-cost, authority-building, and positions the founder or brand as a trusted voice. If you pair that with a strong bio, a link to a high-converting landing page, and a smart follow-up sequence, you can turn a single piece of earned media into lasting visibility and leads.

Niclas Schlopsna · Answer

Maximizing earned media with limited resources comes down to storytelling--crafting a narrative that resonates with people emotionally and aligns with your brand's purpose. One tactic I always recommend to startups at Spectup is identifying or creating a compelling "moment" that journalists and audiences can't ignore. For example, during my time at the BMW Startup Garage, one startup turned a partnership announcement into a story about revolutionizing urban mobility, which not only landed them press coverage but also positioned them as thought leaders in their industry. It wasn't about the product specs but the broader impact they aimed to have.
If you're operating on a tight budget, focus on building relationships with niche reporters and influencers in your industry rather than blasting generic press releases to everyone. Look at channels like LinkedIn or Twitter to engage directly with journalists who cover your space. One of our clients at Spectup managed to secure a write-up in a major tech blog by engaging with a journalist over a shared industry pain point on Twitter--it's a game of authenticity and relevance, not just PR.
Another golden rule is always to lead with value. What unique insight, data, or story can you provide to a journalist? If your limited resources make it challenging to generate splashy campaigns, consider producing a small but unique report or survey tied to your industry. Even basic insights can position you as an authority if nobody else is providing them. And remember, one of our golden lessons at Spectup: never underestimate the power of "underdog energy"--people love rooting for a small business with a big mission.

Georgi Petrov · Answer

For small businesses or startups with limited resources, the key to maximizing earned media efforts lies in building authentic relationships. You don't need a massive PR budget to get noticed, but you do need to be strategic and genuine in how you engage with media and influencers. One effective tactic is leveraging local or niche media that align with your industry and values. Instead of aiming for national coverage right away, focus on outlets that have a targeted, engaged audience—these outlets often appreciate quality stories from smaller, up-and-coming businesses.
The most crucial part of this tactic is having a compelling story or angle that resonates with the audience. For example, if you're a startup in a sustainable product niche, share your journey of how your business is making a positive impact, highlighting authentic challenges and wins along the way. Reach out to journalists, bloggers, and influencers who cover these topics and offer them valuable, newsworthy content.
I've seen businesses gain traction by offering exclusive insights, case studies, or free trials to media outlets that help their audience make informed decisions. This approach builds trust, visibility, and strong relationships—creating lasting earned media momentum.

Melanie Marten · Answer

The more limited your resources, the more important it is to show up in person. Focus on getting your founder's story out there. Small business owners and startups are best served by not initially trying to compete with large-scale campaigns, or the expensive affiliate networks that the big brands use to expand their reach. Instead, introduce yourself to your community and journalists.
Startups and small business owners often have the advantage of being purpose-driven - something a faceless big brand can't offer is the expertise and unique founder story you bring to the table. Local businesses do best by starting with neighborhood apps like Nextdoor to introduce themselves and invite local journalists to an in-person event. Startup founders should start with introductions and organized online meetups through online communities, and actively invite journalists who cover their field.

Peter Wootton · Answer

My recommendation for startups or small businesses with limited funding who want to get the most out of their earned media efforts is to concentrate on developing solid connections with influencers and journalists in your industry. Creating story-driven pitches that highlight your distinct value proposition or provide engaging, relevant anecdotes about your company - particularly ones that relate to current events or problems in your sector - is one successful strategy.
Instead of investing in paid placements, focus on developing a thoughtful presentation and contacting bloggers, influencers, and journalists who report on your field or subject. Rather than just marketing your products, make sure your pitch is tailored to their audience and emphasizes how your story offers value or insight. The goal is to make their job easier by providing their readers or followers with something noteworthy and relevant.
This strategy has been effective in my experience since it can produce media attention with simply a compelling story and some relationship-building, without requiring a significant expense. You may be surprised by the number of journalists and influencers who are eager to share new and interesting stories from small brands. By doing this consistently, you establish a reputation and begin to attract more attention from the right people, which eventually raises the visibility and credibility of your brand.

Renata Lutz · Answer

Earned media is the most powerful way to build credibility, but for small businesses with limited resources, one tactic stands out: storytelling. A compelling, human-driven narrative captures attention. Journalists aren't looking for another business pitch; they want stories that resonate.
Focus on what makes your journey unique. A business born from personal experience or adversity is more newsworthy than one simply offering a service. A designer who started creating custom pieces after struggling to find size-inclusive fashion has a stronger angle than someone launching another boutique. Emotion drives engagement.
Leverage social proof. If clients rave about your work, showcase their testimonials. If your brand has an organic following, highlight that engagement. A photographer documenting motherhood through raw, unfiltered images, for example, can use client stories to reinforce the emotional depth of their work. Media outlets want proof that people are already paying attention.
Build relationships before pitching. Engage with journalists on social media, comment on their articles, and position yourself as a valuable source. A business offering free educational workshops, for instance, provides insights that make a journalist's job easier, increasing the chances of being featured.
Earned media isn't about one-time exposure—it's about becoming the go-to expert in your niche. Stay consistent, share your story, and create value. The more people talk about your work, the more opportunities follow.

Jonathan Buffard · Answer

When your marketing budget is limited, your best approach is to embrace a growth hacking strategy. This involves running small, targeted advertisements across different channels to identify which ones provide the best return on investment. It's like playing a game of trial and error, but with data guiding your decisions.
Make A/B testing your closest ally and continuously refine your approach for better results. Maximize your organic reach by sharing thought leadership content on social media to position your brand as an authority. Effective SEO is another powerful tool—organic traffic from search engines can make a significant difference.
In essence, growth hacking is about clever, resourceful marketing tactics that deliver substantial results without excessive spending. So, experiment, fine-tune, and leverage those organic channels to effectively promote your new business. You'll see greater returns on a small budget, all while keeping risks low.

Brenton Thomas · Answer

Small businesses with limited resources should focus on building strong relationships with niche journalists and industry influencers to maximize earned media. Start by offering expert insights or compelling stories tailored to their audience. In addition, consistently pitching value-driven content--like data, trends, or unique perspectives--makes your business a go-to source. This approach increases media exposure without paid placements. Ultimately, targeted outreach and credibility-focused storytelling are the most cost-effective ways to amplify your brand through earned media.

Danilo Coviello · Answer

To truly maximize earned media on a limited budget, small businesses and startups should prioritize building genuine relationships with industry influencers and media outlets. One tactic that has proven successful for my clients is sharing thought leadership content that adds real value to the conversation in their industry. For instance, I've worked with businesses that regularly publish insights or unique findings on LinkedIn or in niche blogs, sparking organic discussions. These companies gained steady media attention because their content was not just promotional; it was genuinely informative and positioned them as experts.
In one case, a client saw a 40% increase in organic media coverage over three months just by sharing data-driven insights and responding thoughtfully to industry trends. The trick is to focus on creating content that sparks dialogue, not just broadcasting a message. It is about being seen as a valuable contributor rather than simply a seller. This approach can be a game-changer for smaller companies with limited budgets.

Alec Loeb · Answer

Leverage data-driven storytelling.
Reporters need compelling stories backed by facts. Small businesses often assume they lack newsworthy content, but data makes even niche topics relevant. Analyze customer behavior, industry trends, or internal milestones. Package the insights into a concise, newsworthy pitch.
For example, if you're a tech startup recycling electronics, track how many devices you've diverted from landfills. If you're in retail, identify consumer spending trends within your category. Tie the data to a broader conversation in the news cycle. Reporters are more likely to cover a business that provides unique, timely insights.
Make outreach efficient. Target journalists already covering your industry instead of mass-emailing generic pitches. Build relationships by engaging with their content before making an ask. Keep your pitch short, factual, and easy to understand.
One well-placed media mention can generate long-term brand credibility and inbound leads. A single compelling data point, framed correctly, increases your chances of coverage.

Kritika Kanodia · Answer

For small businesses and startups with limited resources, the best earned media tactic is leveraging thought leadership through guest contributions.
At Write Right, we've seen great success by pitching insightful, value-driven articles to industry blogs and publications. Instead of focusing on self-promotion, we share actionable insights, unique perspectives, and industry trends. This builds credibility and earns organic media coverage.
A smart way to start is by engaging with journalists on Twitter (X) and LinkedIn, responding to HARO (Help a Reporter Out) queries, and offering expertise on niche topics. This positions you as a go-to expert and increases your chances of being featured in reputable outlets.
In the end, earned media isn't about budget—it's about being consistent, strategic, and genuinely valuable in your storytelling.

Alex Cornici · Answer

Navigating the landscape of earned media can be quite challenging for small businesses and startups, especially when resources are tight. One effective strategy is to build strong relationships with local media outlets and industry-specific journalists. These connections can be incredibly valuable, providing opportunities for your business to gain exposure through articles, features, and interviews. Start by inviting journalists to your events, sending out press releases about significant developments, or even offering expert opinions on relevant industry topics.
The key tactic to focus on is storytelling. Every brand has a unique story to tell, whether it's how your product is made, the inspiration behind your service, or the impact on your community. By crafting compelling narratives and sharing them through the right channels, a small business can capture the attention of both media and potential customers. Stories that resonate are shared more often, naturally amplifying your reach. Always remember, people connect with stories, and using yours effectively can set you apart in a crowded marketplace, making earned media not just a goal, but a sustainable strategy.

12 Tactics for Small Businesses to Maximize Earned Media Efforts

12 Tactics for Small Businesses to Maximize Earned Media Efforts

Leverage Thought Leadership for Credibility

Create Compelling Moments for Media Coverage

Build Authentic Relationships with Niche Media

Showcase Your Founder's Unique Story

Develop Strong Connections with Industry Influencers

Craft Emotional Narratives to Capture Attention

Embrace Growth Hacking for Limited Budgets

Offer Expert Insights to Niche Journalists

Share Valuable Content to Spark Discussions

Use Data-Driven Storytelling for Media Attention

Contribute Guest Articles to Industry Publications

Build Local Media Relationships Through Storytelling