In Episode 40 of 3 Spoonies, Karen, Jo, and Claire sit down with Liz from Escape the Village, a marketing consultant with 30 years’ experience who specialises in rural and small businesses. Together, they unpack how to use PR as part of your marketing—beyond social media and websites—to build credibility, visibility, and authority. Find out more about Liz here.
Episode snapshot
Topic: Marketing with PR (Public Relations)
Guest: Liz, Escape the Village (marketing consultancy for rural and small businesses). Find out more about Liz here.
Why it matters: PR helps you “escape your village”—reach wider audiences by leveraging established platforms and trusted voices
What “marketing with PR” really means
PR is about relationships. It’s partnering with platforms—journalists, magazines, niche publications, podcasts, radio, and online outlets—to share your expertise with their audiences. Instead of relying solely on your own channels, you “piggyback” on their reach.
Getting started: set the foundations
Before you pitch, make sure your house is in order:
- Update your website and social media — journalists will research you
- Position yourself as an expert in a niche (e.g., “rural marketing” vs. “marketing”)
- Have professional photos ready — avoid casual selfies
- Create a media list: build a dream list of publications and journalists (local, regional, national, and niche), and track them in a CRM or spreadsheet
Press releases vs. pitches
Press releases still have a place, but they’re often ignored unless you’re known or the timing is perfect
Pitches tend to work better: present yourself as an expert on a timely topic, reference recent coverage, and offer a clear angle
You don’t write the whole article—the journalist develops the story (they may interview you or do more research)
How to pitch and follow up
- Send pitches in small, consistent batches (e.g., 10 at a time, 1–2 times per week)
- Focus on one angle for a month to build momentum
- Follow up after 2–3 days; track responses and tag contacts as cold/warm
- Keep going—PR is a long game. Relationships built locally can grow into regional and national opportunities over time
Where to focus your PR energy
Start local: local press and online publications build credibility and often provide valuable backlinks
Go niche: trade press (e.g., equestrian, automotive, agricultural, disability) gives you targeted visibility
Don’t forget radio and podcasts: local radio and topic-led podcasts are powerful platforms
Freelance journalists: many write for big-name outlets—connect with them too
Finding journalists (without the fees)
Twitter/X: #journorequest still exists; also use lists and relevant hashtags
BlueSky: more journalists are showing up there—use search and hashtags
LinkedIn: search for “journalist” + your niche; if there’s no email listed, send a polite message asking for the best email to pitch
Facebook groups: some host media call-outs (do your due diligence)
Avoid expensive “upload your press release” platforms unless PR is your full-time function—costs add up with no guarantees
Topicality wins
Tie your pitch to what’s in the news. Examples discussed:
Cashless society’s impact on small/rural businesses
Benefits, PIP, Access to Work—timely conversations that need lived expertise
How to spot (and avoid) scams
- Unsolicited DMs on Instagram offering “editorials” or “Top 100” features often charge high fees and offer little reach
- You shouldn’t be paying for editorial—ads and advertorials are different (and should be labelled)
- Always ask for a media kit: distribution, readership, and audience data – If in doubt, walk away
- Awards: valuable—but verify – “Award-winning” is powerful PR, but beware pay-to-play schemes – Do your homework before paying for nominations, plates, or trophies
Be brave: relationship-building in the wild
PR is human. Introduce yourself at events, send the email, bring conversation starters (even a quirky prop or well-timed business card helps)
“Nothing ventured, nothing gained” and “no for now” are both part of the process
A supportive buddy at events can give you the nudge you need
A simple PR workflow you can copy
1) Clarify your niche and angle (why you, why now)
2) Prep your assets (bio, headshots, website, socials)
3) Build your media list (journalists, outlets, podcasts, radio)
4) Draft a short pitch (timely hook + your expertise + any data/examples)
5) Send in batches, track everything, follow up in 2–3 days
6) Repurpose wins (“As seen in…”) and share on your channels
7) Keep researching, adding contacts, and nurturing relationships
Spoonie-friendly tip
Pace your PR: little and often beats big bursts. Use a VA if consistency is hard on your energy. Templates, tags, and scheduled batches help you show up—even on low-spoon days.
Final thought
PR isn’t instant, but it compounds. Start local, go niche, be consistent, and be brave. Over time, those small touches—comments, follow-ups, timely pitches—turn into relationships, and relationships turn into visibility.
Listen to the episode for the full discussion, stories, and practical examples. If you enjoyed this summary, subscribe to the 3 Spoonies podcast, leave a review, and share it with a fellow small business owner who’s ready to get seen. See all the ways to watch and listen here.
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