Public Relations for Local Small Businesses: How to Get Featured in the News
Public relations can be the most powerful way for a local business to get noticed — and it doesn’t cost a cent.
Let me tell you a quick story.
Last year, I met a woman named Thandi. She runs a little bakery in Sophiatown. Her vetkoek? Legendary. But no one outside her block knew about it.
Then one day, she started giving free vetkoek to school kids on cold mornings. A parent took a photo. Posted it online. A local radio station picked it up. Suddenly, Thandi was on Radio 2000 talking about her business.
Not because she paid for ads. Not because she hired a PR firm. But because she did something kind — and told the right people.
That’s public relations. And it’s not just for big brands.
What Is Public Relations, Really?
Public relations — or PR — is just a fancy way of saying: “How do people hear about your business without you paying for an ad?”
It’s getting mentioned in the paper. Being quoted on radio. Showing up in a community blog.
For a small business, PR builds trust. Fast.
Think about it. You’re more likely to try a place if your neighbour says it’s good. Same thing when a journalist writes about it.
PR isn’t magic. It’s about telling a story worth sharing.
How to Start Your Public Relations with Local Media
Most business owners never reach out. They think, “They won’t care about me.”
But here’s the truth: local journalists are always looking for stories. They don’t have time to find them all.
So you help them.
Know Who to Talk To
In South Africa, start small.
- Community papers like The East London Daily Dispatch or The Northcliff Melville Times
- Local radio: Good Hope FM, Kaya FM, Ligwalagwala FM
- Facebook groups like “What’s Happening in Cape Town?”
- Blogs that cover your city
Google “[your town] news” or “[your area] events”. See who’s writing.
Follow them on social media. Say hi. Don’t ask for anything. Just be seen.
Write a Pitch That Works
Don’t write like a business. Write like a human.
Here’s a real pitch that got a bakery featured in The Citizen:
Hi Sam,
I’m Nomsa from Thoko’s Bakery in Hillbrow. We’ve started a “Feed the Future” project — every weekend we give free bread and soup to kids in the park.
We’re not asking for money. Just thought you might like to know what’s happening in the community.
Happy to share photos or set up a visit.
Nomsa
082 XXX XXXX
No jargon. No sales talk. Just a story.
That email got a call back in 3 hours.
Keep It Simple
Your pitch should answer:
- Who are you?
- What did you do?
- Why does it matter to the community?
Leave out the fluff. Journalists are busy.
And don’t send the same email to 20 people. It shows.
Build Relationships: The Heart of Good Public Relations
Here’s where most people mess up.
They email once. Get no reply. Give up.
But PR is not a one-time thing.
Think of it like making a friend.
You don’t call someone only when you need a favour.
Same with journalists.
- Like their posts.
- Share their stories.
- Comment with something useful.
One electrician in Durban sends local reporters a tip every winter: “5 fire hazards hiding in your home this season.” He talks about overloaded plug sockets, faulty geysers, and old wiring behind heaters.
He’s been quoted three times. Never paid a cent.
The story works because it’s not about selling a service. It’s about safety. It’s timely. And it shows he knows his stuff.
You don’t need a crisis to be newsworthy. You just need to care.
Use What’s Already Happening (Newsjacking)
You don’t need to start a charity to get press.
Sometimes, you just need to react.
This is called newsjacking. Sounds fancy. It’s not.
It means: “How can your business add value to a story everyone’s already talking about?”
Like when it was super hot in Johannesburg a few years ago.
A pool cleaning company posted: “5 signs your pool is stressed from the heat.” They tagged local news pages. Got mentioned on Joburg Pulse.
No cost. No ad. Just timing and relevance.
Other ideas:
- Heatwave? Share tips on keeping cool.
- Back-to-school season? Offer a free safety check for school bags.
- Rainy season? Show how to stop leaks.
Be useful. Not salesy.
Where to Send Your Story for Free
Forget paying for press.
Try these free options first:
- PressPortal.co.za – South African based. Lets you post your own press release. Journalists check it daily.
- BizCommunity.com – Big name in SA media. Free to submit. They’ll review it. Make sure it’s news, not an ad.
- Your local paper’s website – Look for “Send Us a Story” or “Community News”.
- Facebook community groups – Post your story in groups like “Love Pietermaritzburg” or “East London Mzansi”.
And don’t forget Google News.
Type in your town name + “news”. See who’s writing. Then email them directly.
A Real Example: The Barber Who Made Headlines
A barber in Bloemfontein noticed teenagers were skipping school. So he started offering free haircuts on Saturdays — but only if they showed a report card.
He told a local blogger.
The story spread. Got picked up by OFM. Then eNCA.
Now he’s booked for months. All because he did something good — and shared it the right way.
He didn’t have a website. No fancy Instagram. Just a story.
Final Thoughts
Public relations isn’t about being loud. It’s about being meaningful.
You don’t need money. You need a story.
It could be:
- How you started your business with R500.
- Why you hire people from the shelter.
- The oldest customer you’ve served.
Every small business has a story. Most just don’t tell it.
So start small.
Write one email this week.
Share one act of kindness.
Help one journalist.
That’s how you get seen. Not by shouting. But by standing up in the right room.
P.S. I still go to Thandi’s bakery. Best vetkoek in Joburg. And yes — I told the story to a reporter. Pay it forward.
Frequently Asked Questions
How can I get started with public relations if I’m shy?
You don’t need to be loud or pushy. Start small. Send one email to a local blogger. Share a story on your own Facebook page. Let your work speak for itself. Most journalists are normal people. They reply to kind, clear messages. You’ve got this.
What if my business doesn’t do anything “newsworthy”?
It’s not about being big. It’s about being real. Did you help a customer? Hire someone from the community? Fix a problem others ignore? That’s news. A hardware store sharing free safety tips. A salon offering free cuts for job seekers. Small acts make big stories.
How long does it take to get a reply from a journalist?
Could be hours. Could be weeks. Some never reply. Don’t take it personal. Follow up once after 5 days. If nothing, move on. Try a different outlet. The more you send, the better your chances. Keep it simple. Keep it going.
Should I only contact big media outlets?
No. The local paper, radio station, or Facebook group matters more. Their readers are your customers. A story in “What’s Happening in Benoni” means more than one in a national paper no one local reads. Start close to home.
What’s the easiest way to find a journalist’s email address?
Check the website’s “Contact Us” or “About” page. Look for names under articles. Search “[Outlet name] + journalist + email” on Google. Or send a polite message on Facebook or LinkedIn. Most will reply if you’re not selling something.