Chapter 3 - Media and Storytelling
What Is Earned Media?
Earned media is coverage you earn (not pay for) by getting your story picked up by journalists, reporters, or bloggers. It’s how you raise visibility for your issue, influence public opinion, and pressure decision-makers — all without buying an ad.
For small business owners, earned media is especially powerful. Your voice carries credibility. Your story makes the issue real. And local press loves a small business angle.
Journalists look for:
Timeliness – Is this tied to a current debate, vote, or event?
Local relevance – Does it affect the community?
Human impact – Are real people affected?
Conflict – Is there a tension or controversy?
A fresh angle – What’s new, surprising, or different?
What Makes a Story Newsworthy?
Legislation or public votes – Link your story to a pending policy.
Holidays or awareness weeks – Tie your issue to something timely (e.g. Small Business Saturday).
Local crises or wins – Respond to what’s happening in your community.
Personal milestones – A new storefront, anniversary, or re-opening can be a media hook.
Media moments – When a national story breaks, offer a local small business perspective.
Where to Look for Opportunities
Keep it short (a few paragraphs).
Focus on the why now.
Include a strong quote and local relevance.
Offer yourself or another small biz owner as a spokesperson.