5 Tips for Getting Coverage on a Tight Budget

When resources are limited, securing meaningful media coverage might feel like an uphill battle. The good news is that with the right approach and a bit of patience, you can build relationships with journalists and earn valuable coverage without breaking the bank. Here are five practical strategies that focus on authenticity and relationship-building rather than expensive campaigns.

1. Start with Your Story, Not Your Product

Before reaching out to anyone, take time to identify what makes your story genuinely newsworthy. Rather than focusing on what you’re selling, consider the problem you’re solving or the unique perspective you bring to your industry.

Think about timing, trends, and human interest angles. A small bakery might not get coverage for launching a new cupcake flavor, but their story about supporting local farmers during difficult economic times could resonate with journalists looking for community-focused content. The key is finding the intersection between what matters to you and what matters to their audience.

2. Build Relationships Before You Need Them

The most sustainable approach to earning coverage doesn’t start with a pitch—it starts with genuine engagement. Follow journalists who cover your industry on social media. Share their articles thoughtfully. Comment meaningfully when you have relevant insights to add.

This isn’t about being strategic or manipulative; it’s about becoming a familiar, helpful voice in their professional community. When you eventually do have news to share, you won’t be a complete stranger reaching out with your hand extended. You’ll be someone they recognize as engaged with their work.

3. Perfect the Art of the Thoughtful Pitch

When you’re ready to pitch, remember that quality matters far more than quantity. A personalized email to five carefully chosen journalists will always outperform a generic blast to fifty.

Start by referencing something specific from their recent work that genuinely interested you. Then, clearly explain why your story would matter to their readers. Keep it concise—journalists are busy people who appreciate when you respect their time. Include any relevant background information they might need, but don’t overwhelm them with attachments unless they ask for more details.

4. Leverage Local and Niche Opportunities

While landing coverage in major publications feels exciting, don’t overlook smaller, more targeted outlets. Local newspapers, industry trade publications, and niche blogs often have more space to fill and smaller teams, which can mean more personal attention for stories that fit their focus.

These outlets also tend to have highly engaged audiences who trust their recommendations. A thoughtful feature in a respected industry publication might reach fewer people overall, but it could connect you with exactly the right people for your goals.

5. Become a Reliable Source

Position yourself as someone journalists can turn to for expert commentary or background information. This approach requires patience, as it’s about building long-term relationships rather than immediate coverage.

Share your expertise generously. When relevant news breaks in your industry, consider reaching out to journalists you follow with brief, helpful context—not to promote yourself, but to provide genuinely useful perspective. Over time, they may start coming to you when they need quotes or insights for their stories.

Moving Forward with Intention

Getting coverage on a tight budget isn’t about finding shortcuts or tricks—it’s about approaching media relations with patience, authenticity, and respect for the journalists you’re hoping to work with. Focus on building genuine relationships and sharing stories that truly matter to audiences beyond your immediate business goals.

Remember that the best coverage often comes from unexpected places and develops over time. Stay consistent with your efforts, be genuinely helpful to the media professionals in your network, and trust that meaningful opportunities will emerge when you least expect them.