Five tips for launching a publicity campaign on a tight budget

Publicity campaigns can be an important part of any marketing strategy, but they can also be expensive. However, if you’re on a tight budget, here are five tips for launching a successful publicity campaign.

How to launch a publicity campaign on a tight budget

There are a few key things to consider when tackling a publicity campaign on a tight budget. First, it’s important to identify your target audience and focus your efforts on reaching them.

You can do this by creating a buyer persona – a profile of your ideal customer.

Once you know who you’re targeting, you can develop messaging that resonates with them and create content that will appeal to them.

You also need to be strategic about how you spend your limited funds. It may be more effective to invest in paid advertising or PR services than hiring a full-time employee who can only do limited outreach.

And always make sure you track results to see what’s working and what isn’t.

Create a media list

Developing a media list is key when launching any publicity campaign, especially if you’re working with a tight budget.

Start by compiling a list of the reporters, editors, bloggers, and other media contacts who have covered similar stories in the past.

Once you have your target list of contacts, research their contact information and draft your pitch.

Keep in mind that not all media contacts are created equal.

Some reporters are more influential than others, so it’s important to prioritize your targets accordingly.

You should also consider how receptive each contact is likely to be to your pitch.

When putting together your media list, it’s important to cast a wide net and target as many different types of outlets as possible.

However, don’t forget about niche publications that may be interested in your story.

Craft your story

Your story is the most important part of your publicity campaign. It is what people will remember long after they’ve forgotten your budget-friendly tips. You want to make sure you craft an engaging, relevant, and memorable story.

To craft your story, start by identifying your key message. After hearing or reading your story, what do you want people to walk away with?

Once you know your key message, you can build out the rest of your story around it.

Make sure your story is relevant to your target audience. For example, if you’re targeting journalists, make sure your story is newsworthy. If you’re targeting consumers, make sure your story is interesting and relatable.

Finally, make sure your story is memorable.

Create a press release

If you’re like most small businesses, tight budgets are a shared reality. But that doesn’t mean you can’t launch a successful publicity campaign. Here are five tips for doing just that:

1. Start with a press release.

When you’re starting from scratch, a press release is a great way to get the word out about your company and its new products or services. It’s also an easy way to get media coverage, which can help generate buzz and attract new customers.

The press release is a short, easy-to-read document that includes your company’s name, logo, contact information, and the new products or services you’re announcing. This sounds obvious, but it’s a fact that many businesses don’t fully appreciate: You can create buzz for your company by getting in the news and gaining media coverage with your press release.

2. Be specific. While it’s true that most people don’t read the fine print in a press release, you still have to be specific. You’ll want to describe your new product or service’s details and provide a clear image of what it looks like.

3. Make sure your release is newsworthy. Before you start drafting your release, take some time to brainstorm newsworthy story ideas and interesting to reporters. As a general rule, releases should focus on announcements, events, or milestones that apply to your target audience.

4. Write a catchy headline. Writing a catchy headline is a challenging task, especially for those who are not writers. But you’ll want to make sure that your release is attention-grabbing, so it’s best to try to be original with your headline.

Pitch your story

One of the most important aspects of a publicity campaign is the pitch. You only have a few seconds to make an impression on someone, so it’s important to make your pitch count. Here are a few tips for crafting a successful pitch:

  • Start with a strong headline that catches the reader’s attention.
  • Introduce yourself and your company briefly, but don’t go into too much detail. Save that for later.
  • Describe your product or service in a clear and concise way.
  • Explain why you think your product or service is newsworthy.
  • Offer to provide more information if needed.
  • Thank the person for their time and close with your contact information.

Follow up

Now that you have launched your publicity campaign, it is important to follow up with reporters and editors. Here are a few tips for following up:

  • Thank reporters and editors for their time and consideration.
  • Follow up with reporters who have asked about your story.
  • Send reporters additional information or background materials they may have requested.
  • Remind reporters of deadlines and when they can expect to see your story in print or online.


In conclusion, a publicity campaign is essential for any business or organization. It can help build brand awareness, create a positive image, and increase sales. However, launching a publicity campaign on a tight budget can be challenging. By following these five tips, you can create a successful campaign to reach your target audience and help your business or organization grow.

ABOUT THE AUTHOR: Delroy A. Whyte-Hall

Delroy is a multi-award-winning veteran journalist and copywriter specializing in helping real estate agents attract more leads, increase conversions, increase sales, develop existing customer relationships for more referrals and business, and beat your rivals. He’s passionate about helping agents succeed, and he’s committed to providing the best possible public relations, content creation, and copywriting services.