Free Download: The Ultimate PR Checklist for Small Businesses

If you're a small business owner, you've probably heard that PR is important — but knowing where to start can feel overwhelming. Pitching journalists, writing press releases, building a media presence... it can sound like a full-time job.

The truth is, you don't need a massive budget or a big agency to get results. What you need is a clear, strategic starting point. That's exactly what this checklist gives you.

The Ultimate PR Checklist for Small Businesses is a free, actionable guide with 20 essential steps designed to help you build visibility, land media coverage, and grow your brand — on your own terms. Whether you're just starting out or looking to sharpen your communications strategy, these steps will help you show up like the credible, media-ready business you are.

Your Free PR Checklist: 20 Action Steps to Get Media-Ready

1. Claim and fully optimize your Google Business Profile — add photos, hours, services, and a compelling description.

2. Write your brand bio in three versions: a one-liner, a 3-sentence version, and a full paragraph bio. Use these consistently everywhere.

3. Build a media list of at least 10 local journalists, bloggers, and podcast hosts who cover your industry or community.

4. Create a digital press kit that includes your brand bio, founder headshot, company logo, and a one-page overview of your business.

5. Identify and document your three core brand messages — the key things you always want media and customers to know about you.

6. Set up Google Alerts for your name, your business name, your competitors, and relevant industry keywords so you never miss a coverage opportunity.

7. Brainstorm five unique story angles that showcase your expertise — think personal journey, community impact, industry trends, or a bold opinion.

8. Write a boilerplate press release template so you're always ready to announce news quickly and professionally.

9. Pitch one local publication, online outlet, or podcast with a specific story idea — not just a general 'feature me' request.

10. Get your business listed in at least three online directories such as Yelp, the local Chamber of Commerce, and niche industry directories.

11. Add a dedicated media or press page to your website with your press kit, recent coverage, and a media contact email.

12. Connect with at least five local business reporters and editors on LinkedIn — follow their work and engage genuinely before you pitch.

13. Write or update your founder story for your About page — make it personal, specific, and mission-driven.

14. Identify three local events, panels, or organizations where you can network, sponsor, or be featured as an expert speaker.

15. Get a professional, high-resolution headshot you're proud to share with media contacts and on your website.

16. Set up a dedicated media contact email address (e.g., press@yourbusiness.com) that you check regularly.

17. Write and distribute one press release or news announcement — a new product, a partnership, a milestone, or a community initiative all count.

18. Follow up on all unanswered pitches after 5–7 business days with a brief, polite check-in. Persistence (not pestering) is part of the process.

19. Track your PR efforts in a simple spreadsheet — log pitches, responses, published coverage, and outcomes so you can see what's working.

20. Book a strategy session with a PR professional to review your messaging, refine your pitch, and build a media plan that fits your goals.

Ready to Make PR Work for Your Business?

Working through this checklist on your own is a powerful first step — but having a strategic partner in your corner can take your results to an entirely new level. At WordSmith Communications, we work with Michigan small businesses, entrepreneurs, and brand leaders to build PR and communications strategies that generate real, measurable visibility.

We'll help you clarify your message, identify the right media opportunities, and execute a plan that gets your story in front of the right people. You've done the work — now let's make sure the world knows about it.

Book your free discovery call today at wordsmithcomm.com, or reach out directly at wordsmithcommbiz@gmail.com. We'd love to hear about your business and help you build the brand presence you deserve.