If you’re running a small business, you’ve probably felt this. You’re doing everything right – great product, loyal customers, lots of hustle — but still, no one’s talking about you. Meanwhile, bigger brands with bigger budgets are getting all the attention. Sound familiar?

Hiring a publicist can cost $3,000 a month or more, but what if you could get results without that expense?

Welcome to the world of DIY Digital PR.

It’s powerful, effective, and 100% doable, even if you’re not a PR pro or a digital PR consultant.

Whether you’re a small business owner, a scrappy startup, or a side hustler ready to make waves, these digital PR strategies will help you build buzz, boost your online visibility, and get your name out there—without the hefty retainer fee. Let’s break it down.

First, What Is Digital PR?

Digital PR is the online cousin of traditional PR—with a modern twist. It’s about using digital platforms to amplify your message, build authority, and drive traffic back to your site. Think backlinks, media mentions, SEO visibility, influencer shoutouts, and thought leadership that actually gets seen.

It’s visibility + credibility + strategy = results. And the best part? You can do it yourself, or with help from a digital PR and marketing consultant.

Now, let’s talk strategy. Here are five PR moves that’ll boost your online visibility and save you thousands along the way.

Write Press Releases That Actually Get Noticed

Real visibility starts with telling your story, and no one knows it better than you. To make your press release worth reading (and sharing), do this:

• Make it newsworthy. Launching a new product? Winning an award? Hosting a community event? That’s gold. Make sure your headline says why it matters.
• Use a hook. Journalists get hundreds of emails a day. Grab them in the first sentence with a punchy hook. What’s the big idea? Why now?
• Add visuals. Include high-res photos, videos, or infographics that tell your story faster than words ever could.
• Optimize for SEO. Drop in relevant keywords (naturally!) so your press release shows up in search results.
• Send it to the right people. Mass blasts don’t cut it. Target the right beat reporters or editors, and personalize your outreach.

Pro Tip: You’re competing within a very busy inbox, so sending follow-ups to your pitch is essential. Don’t be afraid to follow up, but don’t be a pest.

Why It Works:

There’s nothing like seeing your name or your business getting great coverage in the media. It validates everything you’ve worked for. A smart, well-pitched press release can make that happen and drive quality traffic back to your website.

Host Events That Get People (and the Media) Talking

You don’t need to throw a gala to make an impact. A well-timed, well-promoted event—online or IRL—can be a major visibility booster. And, you don’t need a PR team, you just need a reason to reach out, and an event gives you exactly that.

Think:

• A free webinar that solves a real problem
• A community workshop with a guest expert
• A virtual product demo or Q&A
• A behind-the-scenes tour or VIP night

Here’s the secret sauce:

• Make it easy to attend. Use platforms people know (like Zoom or YouTube Live).
• Deliver value. Teach something. Offer a freebie. Make it worth their time.
• Promote like crazy. Social media, email lists, partners, local calendars—get the word out.
• Record and repurpose. Create blog posts, reels, and media pitches from your event content.

Why It Works:

Events are PR machines. They give you a reason to pitch local media, create content, and engage your audience—all in one go. Many small businesses I work with through the Express Grants PR training use events as a springboard to build momentum and get coverage.

Build a Media List That Actually Gets Results

Your media list is your PR power tool. Treat it with love.

You don’t need 1,000 contacts—you need the right ones.

Start with:

• Local newspapers and TV stations
• Trade publications
• Industry blogs
• Podcasters and YouTubers
• LinkedIn content creators

Organize your list by beat (business, lifestyle, tech), outlet, and contact details. Then…

• Personalize your pitches. Always mention something they’ve written or said.
• Be brief. Respect their time. Make your pitch skimmable.
• Include links, not attachments.
• Follow up respectfully.

Even if your media list starts with just five names, that’s five more chances to get noticed than yesterday! And remember, relationships take time. Comment on their articles, connect on LinkedIn, send helpful tips—even when you’re not pitching.

Why It Works:

A strong, organized media list helps you pitch smarter, not harder.

Share Your Expertise Like It’s Your Job (Because It Is)

Want to be seen as a go-to expert? Start acting like one.

• Write guest blogs. Find sites your audience reads and pitch a helpful piece.
• Use HARO, Qwoted, and SourceofSources. Reporters are looking for quotes and experts daily.
• Speak on podcasts or panels. It builds your authority and creates content you can reuse.
• Host your own thought leadership. Post regularly on LinkedIn or Medium. Keep the ideas flowing.
• And yes, keep pitching. The most successful brands I work with don’t stop after one media win. They keep going, improving their pitches and tracking what works.

Why It Works:

Visibility builds credibility. And credibility leads to trust, and sales. Whether you’re working with a digital PR consultant or managing your own strategy, consistency is what creates momentum.

Bonus: Repurpose Like a Pro

You don’t need to reinvent the wheel for every piece of content. Get the most out of what you’ve already created:

• Turn one press mention into 5 LinkedIn posts
• Convert a webinar into an email series
• Use podcast clips for Reels or TikToks

Repurposing is one of the easiest ways to stretch your content further and protect your most valuable resource, time.

Final Thoughts: DIY PR Can Save You $3,000 a Month—Or More

You don’t need a retainer-based publicist to build a buzz-worthy brand. You need a plan, some guidance, and the confidence to pitch your own story.

That’s the beauty of digital PR: it’s accessible, effective, and built for the way today’s media world works. PR isn’t just for people with press agents, it’s for people with passion. You already have that. Now let’s get you the tools.

Want help building your first (or better) PR strategy?

The Express Grants PR Training is open now—fully reimbursable for qualified Massachusetts-based businesses and nonprofits. You’ll learn how to gain visibility, attract new clients, and grow with confidence.

Make your brand unforgettable. You’ve got the vision—this training gives you the tools. Let’s make it happen.

And for the bean counters? It’s a smart move: up to $15,000 in grant funding with zero cost or risk to apply.

Want a sneak preview?

Download my free PR Planning Template to get started —no publicist required.

This blog post is contributed by Robin Samora, a marketing and PR consultant, top small-business blogger, and marketing partner with the Commonwealth Corporation Express Grants program. She teaches small business owners how to rev up their brand online and offline to attract new clients, connect with customers, get media exposure, and increase sales.

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