PR ON THE GO • September 8, 2026

How do I get press coverage without paying a PR agency retainer?

Public Relations 1x1

We asked our PR and growth experts to share their insights with new entrepreneurs on finding media coverage opportunities and collaborating with PR experts.

Read on for advice on starting PR activities without committing to a full agency retainer right away.

Begin by identifying the reporters that genuinely cover your industry

Emily Reynolds, Owner at R Public Relations

"You don't need a full PR team to start building media relationships. Begin by identifying the reporters and publications that genuinely cover your industry, then follow their work before reaching out. Look for opportunities where your expertise or experience can add something useful to a story. You can also work with a freelancer or boutique agency on a project basis when you need more support. The key is having a clear story and a reason for a journalist to care."

Develop connections with several journalists working in the entrepreneur’s field

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"You don’t need to jump straight into a £3,000-a-month PR retainer to start getting press coverage. In my opinion, before anything else, an entrepreneur should learn how to recognize journalistic requests, develop connections with several journalists working in the entrepreneur’s field, and produce something that can be valuable for them to use – a story, data, or commentaries.

In case of seeking professional assistance, I would suggest starting from hiring a freelancer or boutique PR agency first. That lets you test whether the relationship actually produces coverage before making a larger commitment.

I’ve found that founders often get better results when they remain involved in the process rather than handing PR over completely, your personal experience and opinions are usually the most interesting part of the story.

The goal initially shouldn’t be volume; it should be earning a handful of relevant, credible mentions that build authority. Once you understand what angles generate coverage, you can decide whether bringing in ongoing PR support is actually worth the investment."

Start with DIY PR

Jodi Lynn Karpes, Owner at GreenQueen PR

"To create your own publicity campaign, create a solid foundation to work from with these steps:

1. Get clear on your core message and have your marketing assets ready; photos, headshots, a short bio, samples, topics you can speak on. Preparation is everything, so when an opportunity arrives, you can say yes immediately.

2. Sign up to online platforms which deliver media requests into your inbox, respond quickly and precisely – please use AI sparingly.

3. Build your own media list of journalists and outlets covering your space, and personalize every email, when sharing something newsworthy. A specific, genuine reason for reaching out to that person is key.

4. Follow up once, keep emails short, stay consistent. AI is a brilliant tool, use it to save time, but make sure what goes out still sounds like you.

5. Once you land coverage, repurpose it on your owned channels, website, newsletters, socials. One placement, used well, gives you content for weeks.

6. You’ll need a system to track the communication, responses and coverage – public relations can be very admin heavy.

At GreenQueen, we're building a Subscription & DIY PR model to help clients get seen, while still having access to experts to advise on assets, the writing and streamlining systems."

Hire a freelance PR expert on a project basis for launch campaigns

Melanie Marten, Owner at The Coup Public Relations

"The major advantage of hiring a PR expert is their skill in crafting messages that resonate with media outlets that can actually move the needle for you.

First, prepare the materials you will need for a publicity campaign and press coverage. This includes high-resolution founder headshots and professionally shot images that best represent your business, brand, and/or product. Add founder bios and business/product descriptions to a press kit. To prepare for media activities, start with entrepreneur interviews. There are many opportunities to be featured in entrepreneurial media, as well as journalist requests from platforms like MentionMatch. Consult with a PR expert, freelancer, or boutique agency about your messaging. When you have news to share, such as a product launch, hire a freelance PR expert or boutique agency on a project basis for a limited time.

At The Coup Public Relations, we offer six-week campaigns without a retainer to generate media coverage in the U.S., the U.K., Germany, Austria, Switzerland, and beyond."

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