Think Only Fortune 500s get Press? Think Again.

It might feel like a far away dream to get your startup, side project, or student-run business mentioned in the media, and  if you believe that hiring a PR firm that charges $10,000+ a month is necessary to achieve this, you’re not the only one.

The reality? If you have the appropriate narrative, technique, and a little perseverance, you can get actual press coverage on a shoestring.

Even if you’re a student entrepreneur, a solitary founder, or just starting out, in this post, we’ll show you how to get highlighted without spending a lot of money.

The Press Game Has Changed

In today’s modern age, it has become easier than ever to connect with journalists and then even harder than ever to stand out.

Conventional PR still exists but sadly the landscape has shifted.

Today journalists are on Twitter, TikTok, and Linkedin,  and they actually read and sometimes respond to DMs. Outlets now include niche newsletters, micro-influencers, and blogs (like this one!). Moreover, reporters care more about your story and how far it can go, rather than how much you are willing to spend. If you know where to look and how to pitch, landing press is possible without the big spend.

Your Step-By-Step Guide on Getting Press Without a Big Budget

1. Find Your Story Angle

Don’t just pitch your goods, offer your why.

What distinguishes you? In your city, are you the first woman to launch a financial app? A student constructing climate tech? A founder resolving a private issue?

If you’re one of the students who are choosing startups over corporate jobs, make it relevant or relate it to a current trend.

2. Build a Targeted Media List

Begin modestly. Look into ten to fifteen journalists who cover founders like you or write about your space. Use LinkedIn, Substack, and Twitter/X to your advantage.

Seek out:

• Journalists that have reported about comparable startups
• Founders that are interviewed by podcast broadcasters or newsletter writers.
• Campus or local business magazines and publications

3.  Write a Killer Pitch

Keep it brief. Give it a personal touch. Pay attention to value.

Your pitch should include:

• A subject line that teases the narrative rather than merely the item
• A little introduction of yourself
• The hook: why is this narrative happening now?
• An obvious call to action (“Happy to chat for 10 minutes or send more details”)

4. Follow Up the Right Way

The majority of pitches are rejected on their first attempt, not because they are poor, but rather because inboxes are overflowing.

After three to five days, follow up. Be persistent without being pushy, courteous, and considerate.

Example of a follow-up: “I wanted to make sure that this wasn’t forgotten. Just checking in.” 

5. Leverage Every Win

Once you land coverage,  accentuate it.

Post it on social media. Include it on your webpage. In investor or client decks, bring it up. Create content out of it, such as “Behind the Scenes of Our USA Today Feature.”

Credibility builds on credibility. One minor feature can lead to several significant ones.

Real Example: Press Without a PR Budget

One of our early clients Julie Greenstein, founder of Urban Market Bethesda LLC, didn’t have a traditional PR team or a big budget.

But with a strong positioning strategy and a few key assets, she gained credibility with potential funders, attracted new users, and even received podcast invitations. No agency. No budget.

Just:

• A solid one-liner about what Urban Market was bringing to the table
• A founder story that tied into national trends around community, local shopping, and handmade goods
• A short, clear outreach email with a data-driven follow-up

This helped land her new customer/market vendors, invitations to speak on community business panels, and more credibility with future partners and investors.

Since then, Julie has worked with Justin and the MarkitAds team since 2018, leaning on their SEO and marketing strategies to grow her brand’s reach. Her words say it best:

“We felt like small fish in a big pond until Justin reached out to us… with data-driven information on areas we could improve and solutions other agencies couldn’t come up with.”

This is what’s possible (without a traditional PR firm or huge budget) when the story is strong and the strategy is smart.

Final Thoughts: You Don’t Need Money. You Need a Plan.

PR doesn’t have to wait till you have a large budget if you’re bootstrapping, starting your first company, or balancing classes and side projects.

Begin modestly. Share your story. Put in the effort.

There are journalists out there, and they’re trying to find you.

Need help writing your first pitch?
Book a strategy call with our team, we’ll help you get started, fast.