Does anyone else remember HARO—Help a Reporter Out? It always felt like the scrappy, DIY version of PR for small businesses. If you were trying to get yourself quoted or featured in publications without hiring an agency, that was the way to go.
PR often feels out of reach for most small businesses. Traditional PR firms charge thousands per month, and the return on investment is… fuzzy. It’s not like buying an ad where you can track clicks or conversions. It’s more of a long-game, brand awareness play—which can be hard to justify when you’re watching every dollar.
That’s why I was all ears when Holly reached out wanting to talk about DIY PR—how to get started, how to dip your toes in without diving headfirst into a huge spend. I couldn’t wait for this conversation, and she absolutely delivered.
I asked her everything I’ve been wondering myself. Like, when someone slides into your DMs offering a Forbes placement—should you ever take that seriously? I mean, we all suspect it’s a scam, right? But is there ever a legitimate version of that?
And bigger picture: how do you get published? How do you earn that “As Seen In” banner without just buying a template and hoping for the best?
She didn’t hold back, and I’m so excited to share this conversation. Let’s dive in.
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Who is Holly Mitton of Little Bird Boston PR?
Yeah, thank you so much for having me. I’m Holly Mitten, the owner of Little Bird Boston Marketing & PR. I help small businesses get the word out through earned media—whatever that looks like for their target audience—so they can grow their business, service, or product.
Can you share exactly what “earned media” means?
I remember reading about this years ago—how media gets grouped into three buckets: paid, owned, and earned.
Paid media is the most straightforward—that’s your Google ads, social media ads, or even advertorials in magazines. Anything you’re paying for falls into that category.
Owned media is content you control directly—your website, your social media channels like Instagram or Facebook.
Then there’s earned media, which is different because you’re not paying for it and you’re not creating it yourself. It’s when someone else chooses to feature you. That could be an online publication, a TV segment, even an influencer post—since influencer collaborations can overlap with PR. The key is: it’s someone else sharing your story because they genuinely value what you’re doing and want to share it with their audience.
What about paid media that looks like earned media? Like those DMs you get offering you media placement for $X?
Right? It is confusing. Some of my clients get those emails you mentioned—the “we can get you featured in Forbes” kind—and they get excited. But I’m usually like, no, don’t do it.
That said, there is a place for paid media. Even paid advertorials can have value. The media landscape has changed a lot over the last 10 to 15 years. With print subscriptions declining and ad revenue shifting, media outlets have had to find new ways to stay afloat. So they’ve expanded their paid opportunities—some of which are quite legitimate.
For example, even outlets like Forbes and Inc. offer bylined contributor programs that are technically “pay to play.” I can’t recall the exact program name, but it’s essentially a paid opportunity to publish thought leadership content under your name.
So yes, paid media has its place. But earned media builds a different kind of credibility. I usually help my clients figure out the right mix. You just don’t want to throw money at something that won’t deliver real ROI. It really comes down to evaluating opportunities on a case-by-case basis.
With earned media, you gain trust in a different way. If a customer sees something labeled “sponsored” or “paid for by,” they know it was bought. But if a TV producer chooses to interview you, or a journalist writes about your business without you paying for it—that carries a lot more weight. It’s not coming from you; it’s coming from a third party that values your story. That’s what makes it so powerful.
You’ve got to be smart about it—and don’t put all your eggs in one basket. Sometimes clients come to me and say, “Well, I already committed my entire budget to this one advertising program.” But then they’re missing out on all these other pieces of the puzzle.
It’s especially hard for small businesses with limited budgets. They need to be really strategic about where their money goes—understanding which marketing buckets to prioritize and how to allocate funds across them. It’s not easy.
PR for Small Businesses Can Feel Super Inaccessible – Do You Agree?
I always like to talk about PR for small businesses because so many assume it’s completely out of reach. They think it’s too expensive—or they’ll get a quote from a big agency and it’s something outrageous, like $20,000 a month.
Some of my clients have said, “I didn’t even realize I could work with an independent consultant.” Others come to me after working with a big agency, paying way more, and then tell me, “You’re actually getting me better results—and on a smaller budget.”
That’s the beauty of working with a consultant. I’ve been in this field for a long time, so I bring the same experience and access to resources as a large agency—but I focus specifically on small businesses. And that means it’s a fraction of the cost.
What is the first step in PR for small businesses?
Like we touched on earlier, you can do PR yourself. I have clients who started off on their own, got some momentum, and then reached out to me when they were ready to level up.
If you’re doing it yourself, I always recommend starting by looking at your competitors. If someone in your space was featured in Good Housekeeping or Cosmo, find out who wrote that article. Look at what else that writer covers, and then send them a pitch. For example, if they wrote a holiday gift guide that fits your product, check out last year’s guide, build a list in Excel, and start creating your own media list of those relevant journalists.
A common question I get from clients is, “Am I sending the right thing?” They worry about being too promotional—but the truth is, you do need to promote yourself a bit. You’re pitching to a writer, not selling to a customer, but you still need to explain why you or your product are worth covering.
It really comes down to targeting the right people and understanding what they’re looking for. When I pitch, I always ask: What does this journalist want from me? It’s not just “Hey, I’m great, feature me!” It’s about how you can help them. What’s the story? Why is it relevant to their beat? Your pitch should offer something useful—a story angle that fits naturally with what they already cover. If you approach it from that mindset, it comes off as helpful instead of salesy.
How do we find contacts if we are trying to DIY our own PR?
My process is a little different, but sometimes you can piece things together. For example, if you find one email like holly.mitten@ xyz.com, you can probably figure out that someone else at NBC might be kara.duncan@ xyz.com. You can use that pattern to your advantage. A lot of it comes down to good Googling.
But also, the way we pitch has evolved. Journalists are overwhelmed by emails—so I often pitch through Twitter, LinkedIn, even Instagram. And honestly, anyone can do that. If you find a TV producer’s Instagram handle, send them a DM. Sometimes that’s actually more effective than email, which can get buried or sent to spam.
Another tip I always give clients: follow journalists, producers, and editors on social media. Even if you’re not actively pitching them, it’s another touchpoint. If they see your brand pop up in their notifications, they might follow you back, get curious, and eventually even reach out to you. Social media is definitely a huge part of PR now—it’s not just about email anymore.
Is there a HARO alternative in 2025?
HARO is back but it’s definitely smaller now, but I still get emails from them—maybe three times a day—and it’s probably only a third of what it used to be. But Help a Reporter Out (HARO) is still a free resource that anyone can sign up for. I don’t remember the exact website, but if you Google it, you’ll find it.
You’ll get emails like, “I’m looking for a marketing consultant to answer XYZ,” and if it fits your expertise, you can respond. That said, sometimes it’s hit or miss—they get so many responses that it can feel like a bit of a time sink.
Qwoted is another similar platform. It also has a free version, but the paid version is usually what gets better results. It’s basically the same concept—journalists post what they’re looking for, and you can pitch yourself as a source.
And then of course there’s Twitter. Journalists are constantly looking for sources there, too. There’s a specific hashtag—I can’t remember the exact one, maybe something like #journorequest—that people use when they’re looking for expert quotes.
All of these are great free resources. I always encourage clients to take advantage of them if they’re doing their own PR.
How choosy do you think people should be with publications when they are first getting started?
I usually encourage my clients to say yes to any interview opportunity—unless it’s completely off-brand. More often than not, I see people hesitate because they think, “Oh, that platform’s not big enough,” or “I’m not sure it’s worth my time.” But if it aligns with your brand, I say go for it.
Even small podcast interviews are valuable. They give you a chance to practice your messaging and sharpen your interview skills. Plus, they help build a foundation. You can reference those appearances later when pitching to larger podcasts with big audiences.
The same goes for small publications. Being featured in a hyperlocal outlet—like Patch or a community newsletter—can lead to bigger things. A writer from the Boston Globe might come across that article and decide to reach out.
Some people say “all press is good press”—and while that’s not always true, when it comes to scale and size, I do encourage clients to say yes more often than not. And when they hesitate, I’m usually the one saying, “Come on, let’s just do it.”
When it comes to trying to DIY PR for Small Businesses, what are some realistic expectations we can set?
There’s a lot of overlap between the blogging world and the podcasting world. Both are long-term stThat’s a really good question, because PR has definitely changed—especially over the last 10 to 15 years, and even just in the last five. I used to be able to send out a few pitches and get responses pretty quickly. Even if it was a “no,” it was usually a thoughtful one: “I’d love to, but I can’t because of X, Y, Z.”
Now, with all the layoffs and media outlets shutting down, journalists are just overwhelmed. They’re getting hundreds of emails a day, and most of the time, they can’t even respond—even when the pitch is a great fit. So it’s become a lot harder to know whether the problem is your pitch, the timing, or just the sheer volume of competition.
But that’s where follow-ups come in. Like we talked about earlier, follow them on social, maybe send a DM. But don’t follow up the next day. Give it at least a week, then you can send a quick message like, “Just wanted to bump this up in your inbox.” I’ve had journalists thank me for following up because they missed the first email entirely.
You just don’t want to go overboard—five follow-ups in a row starts to feel spammy. But persistence matters. Just last week, I had a TV producer respond to a pitch I sent two years ago. I never got a reply the first time, but they had saved the email and said, “We’re finally doing a segment where this fits.” I wasn’t even working with that client anymore, but I forwarded it to them to show them that yes, PR does work—it just takes time.
That’s why I always tell clients that PR isn’t a one-time push—it’s about consistent, proactive outreach that builds over time. Some people try to DIY it with a single sprint and hope that pays off for months. But that’s not how it works. You have to be strategic: who you’re pitching, when, and with what angle. Timing is huge.
For example, I’m already pitching holiday gift guides—and it’s barely July. But editors need time to test products and plan ahead. Same with back-to-school stories—those are happening now too. Knowing that kind of timing is crucial.
So yes, you can absolutely DIY PR, but there’s also a lot of value in having someone who understands the cycles, the timing, the messaging, and how to manage the whole process. Otherwise, it’s easy to burn out—especially if you send out 50 thoughtful pitches and hear nothing back.
And that’s the other tough thing—there are no guarantees with PR. It’s not like digital ads where you pay and get impressions or clicks. When I work with clients, I always set clear expectations: I’ll explain how many outlets I plan to pitch, what kind of opportunities we might see, and that it can fluctuate.
If it’s a smaller budget, I might say we can aim for two or three placements a month. One month, we might land five. The next, maybe nothing—but we’ll have things in progress. Because of my experience, I can usually estimate what’s realistic based on the client and their goals. And if something isn’t working, I’ll pivot to find something that does build momentum.
For someone doing PR themselves, that can be really frustrating—because there’s often zero feedback.
I always tell my clients: sure, your goal might be to get featured in Fast Company or The New York Times—and that can happen—but it usually doesn’t happen overnight. It takes time, and it starts with saying yes to those smaller opportunities.
Every article, every interview—even with smaller publications—helps. It boosts your SEO, increases brand awareness, and builds your credibility. Just being able to say, “I was featured here,” even if it’s a niche site or a local outlet, adds to the bigger picture.
Sometimes people are chasing that one big viral hit that’s going to launch them, but in reality, it’s usually the result of a long buildup. You see someone in the New York Times and it looks like they came out of nowhere—but behind the scenes, they were doing smaller interviews, following up, sending pitches, laying the groundwork.
It’s all part of the process that eventually leads to those major features—like landing on the Today Show or Good Morning America.
What are some mistakes you see when it comes to PR for small businesses?
One of the biggest mistakes I see is people either not doing enough outreach or giving up too quickly. They’ll send 10 emails and expect 10 media placements—and unfortunately, that’s just not how it works. I wish it did.
Another common issue is the pitch itself. Sometimes a client will say, “I’ve been pitching,” and when I look at what they sent, it’s just a description of how great they are or how amazing their product is.
That’s not enough. What’s usually missing is the “why now”—the timely angle. You can’t fake that part. Journalists are constantly looking for stories that are relevant right now. There has to be a hook—something that ties into what’s trending, what’s seasonal, or what’s in the news.
For example, if you’re a hairstylist and there was just an awards show, you could pitch commentary on celebrity hairstyles—like Meghan Markle’s look on the red carpet. That kind of relevance makes a pitch compelling.
And I get it—coming up with those timely angles can be tough. That’s where a PR professional can really help: identifying what’s newsworthy and crafting a pitch that fits what journalists are actually looking for.
What does working with someone who specializes in PR for small businesses look like? What are some red flags?
Absolutely. I always encourage clients to interview—or at least get proposals from—three different agencies or consultants. One red flag I see a lot is being locked into long-term contracts. If someone says you have to commit to a year, I’d be cautious.
My clients work with me month to month. I believe ethically, if I’m not getting results, they shouldn’t be obligated to keep paying me. That setup also helps clients feel more comfortable—like they can test the waters. And while I always explain that PR takes time to build momentum, showing steady progress, even small wins, helps build trust.
PR can be tricky because it’s not always clear what your PR person is actually doing behind the scenes. That’s why I make it a point to keep clients in the loop. I’ll share the media list (not personal contact info, but who I’m targeting), and I’ll show them the pitch angles I’m using. That way, they can make sure the messaging aligns with their brand.
So if you’re reviewing proposals, look for transparency:
- Will they share who they’re pitching?
- Are pitch angles reviewed together?
- What kind of reporting do they offer?
ROI in PR is notoriously hard to measure. It’s about buzz, momentum, and long-term brand visibility. Some reporting tools will give you “advertising value” estimates, but those numbers can be a bit inflated or arbitrary.
You also need to understand the scope of work. Are you getting two media placements a month? Ten? Will they also be handling influencer outreach, awards, events? Be sure it’s all clearly outlined. If a proposal is vague or full of high-level fluff, that’s a red flag. Ask detailed questions to make sure you know exactly what you’re getting.
Most of my clients are on monthly retainers, and I give each of them a three-month plan at kickoff. That includes a pitch calendar—so they know what I’m pitching, when, and to whom. For example:
- Week one might be research and media list building.
- Week two could be pitching local outlets.
- Week three might focus on podcasts or national media.
The goal is to provide visibility into what’s happening so clients know their investment is being put to work—and what kind of results to realistically expect.
Connect with Holly Mitton
You can find me at littlebirdboston.com, or connect with me on Instagram at @hollylittlebirdbostonpr and on LinkedIn under my name, Holly Mitton. Feel free to DM me or send an email—I’m always happy to chat!
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