If you run a small business, you may have tried to get press at least once. You might have sent emails, shared announcements, or waited for a reply that never came. That silence can feel discouraging. Many owners assume the media will notice good work on its own. That rarely happens.
This challenge comes up often for local businesses in places like Denver, where competition for attention stays high, and reporters receive hundreds of pitches each week. Getting press is possible, but only when you avoid the mistakes that stop stories from moving forward.
This article breaks down the most common errors small businesses make and how to fix them.
Mistake 1: Thinking Media Coverage Is Just Sending a Press Release
Many small businesses believe press coverage starts and ends with a press release. They write one, send it to a long list of emails, and wait. When no one responds, they feel confused.
Press does not work that way. Reporters do not want bulk emails. They look for stories that match their audience and their beat. They also need context, relevance, and a clear reason the story matters right now.
Experience plays a big role in getting results. Many business owners work with Denver PR companies because they understand how local media operates and what reporters expect from a pitch. That insight helps reduce wasted effort and missed opportunities. Even when you manage outreach on your own, success depends on thinking beyond sending a single document and hoping for a response.
Mistake 2: Pitching the Business Instead of the Story
Another common mistake involves focusing too much on the business itself. Owners often pitch their company as the main reason for coverage. They talk about how great the brand is or how hard they worked to build it.
Reporters do not cover businesses just because they exist. They cover stories that interest their readers. A good pitch explains what changed, why it matters, and who it affects. The business supports the story, not the other way around.
Before you pitch, ask one simple question. Why would someone care about this today? If you cannot answer that clearly, the pitch needs work.
Mistake 3: Reaching Out to the Wrong Media Outlets
Many small businesses send the same pitch to every outlet they can find. This approach wastes time and lowers your chances of success. Each publication serves a specific audience. Each reporter covers certain topics.
If you pitch a lifestyle story to a finance reporter, you will not get a reply. If you pitch national news to a small local blog, the story will not fit. Research matters.
Spend time reading the outlet. Look at recent articles. Learn what the reporter covers. When your pitch matches their focus, you stand out for the right reason.
Mistake 4: Ignoring Relationship Building
Press works better when people know you. Many business owners only reach out when they want coverage. That approach feels one-sided to reporters.
Relationships take time. You can start small. Follow reporters on social media. Share their work when it fits your audience. Send a short note when you genuinely like an article.
When you build trust before you pitch, your emails feel familiar instead of random. That simple shift can change how reporters respond.
Mistake 5: Using Overly Promotional Language
Marketing language does not belong in media pitches. Words like groundbreaking, best in class, or revolutionary often turn reporters off. These phrases sound like ads, not news.
Reporters want facts. They want clear details. They want honesty. When a pitch feels exaggerated, it loses credibility. Write as you talk. Keep sentences short. Stick to what happened and why it matters. Let the reporter decide how exciting the story feels.
Mistake 6: Expecting Immediate Results
Press takes time. Many small business owners expect coverage after one email. When that does not happen, they give up.
Media outreach works over weeks and months, not days. A reporter may save your pitch for later. They may need a different angle. Timing plays a big role. Stay consistent without being pushy. Follow up once if it makes sense. Keep improving your message. Progress often shows up slowly, but it adds up.
Mistake 7: Not Having a Clear Message
If your message feels confusing, reporters will move on. Many businesses struggle to explain what they do in simple terms. They include too many details or shift focus mid-pitch.
Clarity matters. You should explain your story in a few sentences. Focus on one idea at a time. Remove anything that does not support the main point. A clear message helps reporters understand your value quickly. It also makes your brand easier to remember.
Getting press does not require luck. It requires understanding how the media works and avoiding common mistakes. When you focus on clear stories, strong relationships, and realistic expectations, your chances improve. Small changes in approach can lead to better results and less frustration over time.