PR ON THE GO • September 30, 2026

How To Get Started In PR For Independent Local Businesses

Local Business PR 1x1

We asked our PR experts to compile a list of steps to support the PR activities of independent, local businesses. Find tips, recommended platforms, and sources of inspiration to help you on your journey as a local business owner.

Navigate the world of local PR with our top 10 DIY PR tips and platforms for independent, local businesses.

1. Closely follow local publications

Emily Reynolds, Owner at R Public Relations

"Start close to home. Build relationships with local reporters, editors, community organizations, and other businesses that already have a connection to your audience. Local media is often looking for stories about new businesses, community involvement, interesting founders, events, and trends affecting the area.

I also recommend following local publications and paying attention to the stories they cover. That will give you a much better sense of what makes a compelling local story than simply sending out announcements."

2. Use localized hashtags

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Add your location to your name on your social media handles. Grab the attention of your local community with localized hashtags and location tagging in your social media posts. Boost your visibility and expand your reach with relevant hashtags that speak to your local audience.

3. Build a simple list of relevant local journalists

Deepak Shukla, Founder & CEO at Pearl Lemon PR

"My one tip for an independent local business starting out in PR is to turn your local knowledge into something journalists can actually use. Do not start out by making broad statements such as ‘we’ve launched’; rather, look at the topics being covered in the local press and see if your first-hand information will add value to their work. For example, a restaurant can talk about changes in consumer tastes, a tradesman can give insights into seasonal trends, and so on. I’d also recommend building a simple list of relevant local journalists and checking their recent stories before pitching. The goal isn’t to get coverage for the sake of coverage, it’s to give a journalist a reason to include you in a story their readers already care about. One genuinely useful local insight can create far more credibility than dozens of promotional pitches. PR works best when you stop asking, ‘How can I promote my business?’ and start asking, ‘What can I tell this journalist that their audience will find valuable?’"

4. Get found on Google with MOZ Local

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Visibility for local businesses: Be the business customers find first on Google with MOZ Local - Use code "PR-30-monthly" for 30% off on monthly plans (Preferred & Elite)

5. Prepare your press kit well

Jodi Lynn Karpes, Owner at GreenQueen PR

"Building relationships with local media can be a source of incredible opportunities, as they are the gatekeepers to your audience and who share your message, giving you credibility at the same time.

1. Determine what you want to say, your core messages, how you want to be seen and recognized.

2. Preparation is everything. Have your marketing assets ready, high-res artwork, headshots, samples, short bio. So when opportunities arrive, you can say yes immediately.

3. Develop a simple PR plan and timeline, a tactical plan on what news to send to whom, when, and with which assets. Keep in mind print media have a longer lead time than digital. Take into account the calendar items relevant to your business, e.g. New Years, Thanksgiving, Entrepreneurship Day etc.

4. Build a local media list based on your plan of the outlets and journalists who cover your space.

5. Start hyper-local, then wider, then regional, and grow from there. PR compounds over months, not weeks.

Persistence, consistency and patience carry the whole thing. Follow up once, keep your emails short. AI is a brilliant tool, use it to save time, but make sure what goes out still sounds like you. Once coverage lands, repurpose it everywhere, your website, newsletters, socials, decks. One placement, used well, gives you content for weeks, and that credibility becomes even more valuable the more widely it's shared. Seek opportunities to meet media in person, and be yourself, to build real relationships that last."

6. Collaborate with Tourism Destination Boards

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Contact your local tourism board to partner and include your local business in their tourism campaigns, giving you the opportunity to attract travelers to your business.

7. Be a constant host

Melanie Marten, Owner at The Coup Public Relations

"Celebrate! Constantly come up with event ideas to have the opportunity to invite your local community. Always invite local journalists to these events, too.

Set up a mailing list of reporters from regional news and lifestyle media outlets and invite them to your in-store events. This way, they can experience your business at events you host to bring the local community together. Add local influencers to the guest list to create opportunities for them to share their experience with their audiences organically."

8. Get a listing on Time Out

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Time Out is an online magazine that covers things to do in most destinations around the world. Select your area and get your free local business listing.

9. Build your community with Circle

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With Circle , you can gather and engage your local business' customers in a community with a forum that you can host on your business website.

10. Share about your DIY PR journey

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FREE PR ON THE GO Feature: Join our entrepreneur interview series for a feature on how you build your community. Submit your interview here

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