Want to get your business’ story in the news, but don’t know how? In this piece, PR expert Dianne Dumanovic breaks down the anatomy of a good (and bad) pitch to media.
Many small-business owners want to pitch their stories to the media, but they don’t always know how to make that story land. If you’ve ever sent out a media release and heard nothing but crickets, you’re not alone.
The advice to avoid “spray and pray” PR (mass-blasting the same media release to every outlet) is everywhere. But what’s less commonly shared is why your pitch might be missing the mark, as well as how to fix it.
So, let’s look at a real example of a short, generic pitch and walk through how to turn it into a story-first pitch that actually gets noticed.
The original pitch
Subject: Local business wins award
Hi there,
We’re thrilled to announce that [Business Name], a small business based in [Suburb], has just won the [Award Name] for excellence in [Industry].
This is a huge honour and we’re proud to be recognised for our hard work. We’re passionate about serving our community and have been operating since 2018.
Please see attached media release and photo.
[Business Owner Name] is available for comment.
Why this doesn’t work
While awards are worth celebrating, this kind of release often gets ignored because:
- It assumes the award is inherently newsworthy
- There’s no hook for a wider audience (outside the business itself)
- It doesn’t answer: Why should a journalist, or their readers, care?
- It isn’t personalised to the key journalist or editor, making it obvious that this has been “sprayed”
The story-first makeover
Subject: From redundancy to national recognition: How [Name] built an award-winning [Industry] business
Hi [Journo’s Name],
Just three years ago, [Business Owner Name], a single Mum of 2, was made redundant during Covid and unsure what to do next. Today, she’s just won [Award Name] for excellence in [Industry], and built a thriving [Business Type] that now employs six locals in [Suburb].
What started as a side hustle in her garage is now gaining national recognition, and [Name] is passionate about helping others in the community turn tough times into opportunity.
She’s available for interview and can speak to:
- How she rebuilt her career after redundancy
- What this award means as a woman in [Industry]
- Her top 3 tips for other small-business owners navigating uncertainty
Photos and award details available – happy to send more info or coordinate a chat.
Why this version works
This version:
- Starts with a human angle
- Ties into a broader narrative (redundancy, rebuilding, resilience)
- Positions the founder as a voice worth interviewing
- Gives the journalist options to pursue – not just information
It’s a subtle shift, but one that changes everything.
Media outlets aren’t just looking for announcements. They’re looking for stories to connect with the face behind the brand, and your small business has plenty of them. The key is to:
- Start with the person, not the product (or service)
- Lead with the angle, not the attachment
- Make it about value to the reader, not just validation for your business
Getting media coverage doesn’t require a marketing or communications degree or flashy campaign. Just a strong story, told well.
