So You Want to Be on the News (Without Doing Anything Newsworthy)
Let's be honest — most local news coverage doesn't happen because a reporter stumbled upon your business while searching for truth and justice. It happens because a savvy business owner knew how to position themselves, build relationships with media, and create opportunities that made a journalist's job easier. In other words, it's less about luck and more about strategy. (Sorry if that ruins the mystique.)
Getting featured on local news is one of the most powerful forms of free marketing a service business can earn. Studies suggest that earned media — coverage you didn't pay for — is perceived as three times more credible than paid advertising. A two-minute segment on your local morning show can do more for your brand than months of social media posts. So yes, it's worth the effort.
The good news? Local TV stations, newspapers, and digital news outlets are hungry for content. They have airtime and column inches to fill every single day. Your job is to give them a reason to fill that space with your story. This guide will show you exactly how to do it — step by step, without hiring a PR firm or sacrificing your firstborn.
Building the Foundation Before You Pitch
Before you fire off a press release into the void and wonder why no one called back, you need to do some groundwork. Journalists are busy people with overflowing inboxes. If you want their attention, you need to give them something worth stopping for.
Know What Makes a Story (Hint: It's Not You)
This is the hardest pill to swallow for many business owners: journalists don't care about your business. They care about their audience. Your job is to translate your business news into something that matters to everyday readers and viewers. Ask yourself: Is there a local trend I can speak to? Does my service solve a problem that's affecting the community right now? Is there a human interest angle — a customer whose life genuinely changed because of what I do?
For example, a local gym owner who partners with a nonprofit to offer free classes to veterans isn't just running a gym — that's a story about community, service, and health. A salon that trains formerly incarcerated women in cosmetology isn't just a business — that's a story about second chances. Find the angle that extends beyond your storefront, and you're already halfway there.
Build a Media List and Actually Use It
Start by identifying every local media outlet in your area: TV stations (especially morning shows, which love local business segments), local newspapers, community blogs, and digital news sites. Then go a step further and identify the specific reporters or producers who cover business, lifestyle, or community topics. Follow them on social media. Read their work. Understand what kinds of stories they gravitate toward.
This isn't stalking — it's research. And it pays off. When you eventually reach out, you can reference their work and pitch a story that genuinely fits their beat. A personalized pitch from someone who actually read their last article will always outperform a generic press release sent to a generic inbox.
Polish Your Online Presence First
Nothing kills a media opportunity faster than a journalist Googling your business and finding a half-finished website, a Facebook page last updated in 2019, or zero reviews. Before you pitch, make sure your digital presence is clean, professional, and up to date. Your Google Business Profile should be complete. Your website should clearly explain what you do, who you serve, and why you're credible. Bonus points for a press or media page with high-resolution photos, your bio, and any previous coverage.
Making Your Business Easier to Work With (Where Stella Comes In)
Here's something nobody tells you when you're chasing media coverage: the follow-through matters just as much as the pitch. A journalist might call your business at 7 AM or during your busiest Saturday rush. If no one answers — or if they get a robotic voicemail box — that opportunity quietly evaporates.
Never Miss the Call That Changes Everything
This is where Stella earns her keep. Stella is an AI robot employee and phone receptionist that answers calls 24/7, handles customer questions with real business knowledge, and ensures no inquiry — media or otherwise — slips through the cracks. If a producer calls to confirm your interview slot after hours, Stella picks up, takes the details, and pushes a notification to you immediately. For businesses with a physical location, she also greets walk-in customers from her kiosk, promotes your services, and keeps operations running smoothly while you're busy preparing for your TV debut. Getting featured on the news is a big deal — don't let a missed phone call be the reason it falls apart.
Crafting a Pitch That Actually Gets Read
The pitch is your moment. Keep it tight, make it relevant, and for the love of all things holy, don't attach a 47-page PDF. Journalists operate on tight deadlines and shorter attention spans than you might expect. Here's how to give your pitch the best possible chance of landing.
Write a Press Release That Doesn't Put People to Sleep
A good press release follows a simple structure: a compelling headline, a strong opening paragraph that answers who, what, when, where, and why, followed by a quote from you (that sounds like something a real human would actually say), and a brief boilerplate about your business. Keep the whole thing to one page. Lead with the most interesting part of your story — not your founding date or your mission statement. Those can wait.
Timing matters too. Tie your press release to something timely when possible. Launching a special offer for back-to-school season? Pitch it in late July. Offering a holiday service? Pitch it six weeks before the holiday, not the week of. Journalists work ahead, and if your story is already yesterday's news by the time they can run it, it won't run at all.
The Follow-Up: Persistent Without Being Painful
Send your pitch, then follow up once — and only once — about a week later if you haven't heard back. A short, friendly email that references your original pitch and reaffirms your availability is perfectly professional. What you should not do is call every day, send passive-aggressive follow-ups, or assume the journalist is personally ignoring you. They're not. They're just buried. If your story is a fit, persistence pays off. If it's not, move on and pitch again when you have a fresh angle.
Newsjacking: Riding the Wave of What's Already Trending
One of the most underused tactics for small business owners is newsjacking — positioning yourself as a relevant expert or example in the context of a story that's already getting coverage. If the local news is running a segment on rising childcare costs, a home cleaning service could pitch themselves as a solution that helps dual-income families reclaim their time. If there's a story about small business resilience, you pitch your comeback story. Watch the news regularly and ask yourself: where do I fit into this conversation? Reporters actively look for local voices to add texture to broader stories, and if you're already on their radar, you're the first call they make.
Quick Reminder About Stella
Stella is an AI robot employee and phone receptionist designed for service businesses of all sizes — whether you have a storefront or operate entirely over the phone. She answers calls around the clock, greets in-store customers from her kiosk, promotes your services, and keeps your business running professionally even when you're off doing your big interview. At just $99/month with no upfront hardware costs, she's the team member who never calls in sick, never forgets a script, and never lets an important call go to voicemail without a summary.
Your Next Steps Toward the Spotlight
Getting featured on local news isn't reserved for businesses with big budgets or celebrity owners. It's available to any service business willing to think like a journalist, build real relationships with media, and show up consistently with compelling stories. That last part is key: consistently. One pitch rarely does it. Business owners who earn regular media coverage treat it like a long game — planting seeds, staying visible, and being ready when an opportunity opens up.
Here's your action plan to get started:
- Audit your online presence this week and fix anything that looks unprofessional or outdated.
- Build your media list by identifying five to ten local outlets and the reporters who cover your niche.
- Identify your story angle — not what your business does, but why a local audience would care right now.
- Write and send your first press release, keeping it to one page with a strong, timely hook.
- Set a calendar reminder to follow up once, then start working on your next pitch angle.
The cameras aren't going to come to you — but with the right strategy, the right story, and a business that's genuinely ready for the spotlight, you can absolutely go to them. Now go get famous. Locally, at least.
