DIY PR: how to do your own PR (and when it's worth getting help)
Can you do your own PR?
Yes. Plenty of founders do it well.
Press coverage is free. Journalists don't charge to feature you, and they don't need you to have an agency. They need a story that works for their readers, sent by someone who's easy to work with.
Doing it yourself has real advantages. Nobody knows your story like you do. You can reply to a journalist request in ten minutes, without waiting on anyone. And your pitch sounds like a person, which matters more now that so many pitches are written by AI.
What it takes is time, a bit of nerve and a willingness to hear nothing back sometimes. Every pitch that gets no reply is practice for the one that lands.
If you'd rather have someone alongside you, that's fine too. But you don't need permission, a press team or a big budget to start.
What do you need for DIY PR?
Five things, and none of them cost money.
A story. Not your business, but something interesting about it: a trend you've spotted, your own data, a founder story or a strong opinion. My post on whether your story is press-worthy has a quick test.
The right journalist. Look at what your customers read, and note who writes about your topic. One well-chosen journalist beats a list of two hundred.
A short pitch. A subject line that tells the story, a few lines on why it matters to their readers now, and what you can offer. Paste it into the email. You don't need a press release.
Good timing. Tie your story to something happening now, and reply to journalist requests quickly.
A follow-up. One polite nudge after about three days. Then move on.
That's the whole method. The rest is practice, and getting a little better each time.
What is DIY PR good for?
More than most people expect.
Local press. Local papers, news sites and BBC local radio need local stories every day, and they're often where bigger stories start. My post on how to pitch to local press walks through it.
Trade press. The publications your industry reads want expert voices from people who do the work. You are one.
Journalist requests. Journalists post requests for case studies and expert comments every day, on #journorequest and request platforms. They're already looking for someone like you, so a quick, useful reply can land you in the article. My list of 20 places to find press opportunities shows where to look.
Expert comment on the news. When something breaks in your industry, a short, clear take sent the same day can get you quoted.
Where DIY PR is harder is big national features and launches that need a lot of outreach at once. That's not impossible on your own, but it's where support pays off most.
Where does DIY PR get stuck?
In the same two places, almost every time.
Finding the story. Most founders are too close to their own business to see what's interesting about it. The best angle is often the line they'd wave away as nothing.
Knowing who to send it to. Every journalist covers something different, and working out who covers what can take hours.
Then there's time and confidence. Pitching is easy to put off, and easier still when you're not sure your story is good enough.
Hannah, from Han with a Van, put it well after we has a call together:
"That's the difference between what I can do on my own and what somebody like you can do, who's spent years nurturing those relationships and is trusted." (Hannah C, Han with a Van)
None of that means DIY PR doesn't work. It means knowing where you might want a hand.
Which DIY PR templates and guides can help?
The ones that give you a structure, so you're not starting from a blank page.
My free guides are a good place to start:
The PR-ready checklist, so you're ready the moment a journalist says yes
10 pitching angles to help you land your dream press feature, for the days you're sure you've got nothing to say
Be press ready, six small steps to get ready for the year ahead
If you want the full step-by-step, my Ultimate PR Starter Kit (£37) has three press pitch formulas, one for each kind of story you're most likely to have: your own story, your expertise and your product, place or experience. Each comes with real examples and templates.
Not sure which one's right for you? Book a call for more info, or see what's on my DIY PR page.
When is it worth getting help with your PR?
When you'd like someone in your corner, while you stay in charge of the pitching.
Most of my work is built for exactly that. I'll show you how, then step back.
Workshops. Learn to find your story and pitch it, in a small group, online or in person. You leave with a story ready to send.
The Pitch Sessions. A monthly group call where we shape your pitches together, and I bring you the journalist requests worth answering.
The Debrief. A one-to-one session where I find the stories in your business. Within 7 working days, you've got them all, sorted and ready to pitch yourself. It's £1,895, once.
Get Featured with Becky. Everything in the Debrief, plus a media list of 10 journalists who cover what you do, pitch templates and two check-in calls while you pitch.
If I've done my job well, journalists eventually start coming to you directly. That's DIY PR at its best.
Questions people ask
Can I do my own PR or should I pay someone?
You can do your own PR, and plenty of founders do it well, especially with local and trade press. Paying for help is most useful for finding the story worth telling and the journalist who'll want it. Many founders do both: get support with the story, then pitch it themselves.
Is DIY PR worth it?
Yes, if you have a story worth telling and the time to pitch it. Press coverage is free, it builds trust with customers, and it helps you show up when people search or ask AI for recommendations. DIY PR is the cheapest way to get it, though it takes more of your time.
How much time does DIY PR take?
A few minutes a day checking journalist requests, plus an hour or two a week for pitching, is a good start. It takes longer at first while you're learning, then gets quicker with practice.
Do I need a press release for DIY PR?
No. Most coverage starts with a short email pitch to the right journalist. Press releases suit some announcements, but a short, personal pitch usually works better and takes less time to write.
What's the difference between DIY PR and hiring a PR consultant?
With DIY PR, you find, pitch and follow up your own stories. A PR consultant helps with the parts you'd like support on, such as finding your story, choosing journalists or shaping your pitch. Some consultants, like me, work so you still pitch yourself, with expert help alongside.
Ready to start?
Grab one of my free guides, or the Ultimate PR Starter Kit if you'd like the full formulas.
Or if you'd like to talk through which kind of help would suit you, book a free 20-minute call. If doing it yourself is the right answer, I'll tell you.
PS. For behind-the-scenes PR tips, follow me on Instagram.
Becky here, running on flat whites and a non-negotiable 3pm Diet Coke. I'm Becky Newmarch, a PR consultant for founders and brands in the UK. I find the stories hiding in your business, and show you how to get them to the journalists who'll run them.
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