How to PR a service-based business: A practical guide to getting noticed

If you run a service-based business – whether as a coach, consultant, accountant, mortgage adviser or any other expert – chances are you've relied on word-of-mouth, networking and referrals to grow your business.

While these are great, there's another powerful tool at your fingertips that could help you supercharge your visibility: PR.

But PR often feels mysterious, expensive or reserved for big brands. The good news? It's none of those things – at least, not when you understand how to use it strategically and effectively.

This blog is packed with practical, real-world PR advice shared by award-winning journalist and media consultant Fiona Scott. Here's how to start using the power of PR to promote your service-based business.

What even is PR?

First off, let's bust a myth: PR isn't just press releases and magazine covers.

PR stands for public relations, and it's about how your business connects with the public – your audience, potential clients and communities.

That includes everything from networking to blogging, podcast interviews to social media shout-outs. You're probably already doing PR without even realising it.

The key question is: are you doing it intentionally? Is your PR aligned with your business goals – or is it just scattergun?

The four types of PR you should know about

Fiona breaks down PR into four broad categories. While some are more suited to big brands, two are especially valuable for service-based businesses:

1. Campaign-led PR

This is big-budget stuff – think billboards, TV ads and massive brand campaigns. Great for corporations, not so much for small service providers.

2. Product placement PR

If you sell a physical product (like a food item or a gadget), you might use this to get featured in gift guides or TV shows. But if you sell knowledge, expertise or time, this isn't usually the way to go.

3. Reactive PR (known as "newsjacking")

Now we're getting to the good stuff. This is where you, as a service provider, can really shine.

Reactive PR means jumping into conversations that are already happening in the media.

• Are inflation rates in the headlines?

• Budget announcements looming?

• New data on house prices or education being published?

That's your chance to comment, share expert tips or offer a unique perspective.

How to do it:

• Hang out where journalists hang out – yes, Twitter/X is still key.

• Search hashtags like #journorequest or #PRrequest.

• Respond only when relevant and be concise, clear and helpful.

If you're in finance or property, for instance, tie your comments to key dates like Budget Day or interest rate announcements.

4. Proactive PR

This is about you creating stories and sending them to the media. You don't wait for the news – you are the news.

Fiona recommends a simple strategy: One story a month. That's it. It could be:

• a client success story

• your take on a trending issue

• helpful tips (such as "Five things to know before applying for a mortgage")

• something seasonal (like "healthy lunchbox tips for back-to-school")

Proactive PR helps you build relationships with journalists, showcase your expertise and keep your name in front of the right people – month after month.

VIDEO: How to pitch your business to journalists

Securing media coverage is a great way to promote your business. Get a mention in the right publication and it can boost your sales and reputation:

Start local and build outward

You might dream of being on BBC Radio 4 or in The Guardian – and that's possible. But you'll get there faster if you start with local media.

Why?

• Local journalists are often looking for local experts.

• It builds your credibility – national journalists often check if you've been featured locally before trusting you.

• It creates SEO value (hello, Google juice from backlinks!).

How?

• Buy your local newspaper

• Look at the business section.

• Reach out to the reporter.

• Introduce yourself and send a short, engaging story idea.

Local press, local bloggers, community radio – they all have audiences far bigger than most small businesses, and they're often more accessible than you think.

Build your own media list

Don't overthink this. Your media list should include:

• local newspapers and radio stations

• industry-specific publications (though many charge for features)

• relevant bloggers, podcasters or influencers

• partners who send newsletters

Make friends with your local community radio. Seriously. For a small donation, they might give you a copy of your interview – great content for your own website and socials.

Don't forget the power of awards

Applying for business awards is a brilliant (and often underused) PR move.

Even being shortlisted gives you credibility and exposure. And if you win? Instant expert status. Local awards are easier to access and make great stories.

Start with local business awards, Enterprise Nation awards or campaigns like Small Business Saturday. Be proactive – don't wait to be nominated!

What about blogging?

If you already blog – great! Fiona says it's a fantastic tool for showing personality, sharing expertise and boosting your SEO.

• Aim for 500 to 1,000 words.

• Use keywords relevant to your service.

• Share the posts across your socials.

Want to invite guest bloggers? Absolutely – just make sure they fit your audience and add value.

Why events are PR gold

Hosting a small event – like a summer garden party, webinar or workshop – is a fab way to build buzz.

• Invite local journalists and influencers (but assume they might not come).

• Take photos.

• Send a press release before and after.

• Tag everyone on social media.

You'll get multiple bites of the PR cherry – and potentially coverage even if no journalist attends.

More tips from Fiona

• Treat journalists like humans, not sales targets.

• Only respond to relevant media requests.

• Don't take it personally if you're not chosen – it's about the story, not you.

• Share and say thank you when you're featured. Gratitude goes a long way.

• Blend PR with other marketing tactics. Word-of-mouth is brilliant, but online visibility matters too.

Final thoughts

You don't need a fancy PR agency to start getting media coverage. What you need is a plan, some consistency and a willingness to tell your story.

PR isn't about ego – it's about connection, credibility and getting your message in front of more of the right people.

Want support with your PR? You can book a discovery call with Fiona Scott to learn more about how she helps service-based businesses grow their visibility and credibility.

Relevant resources

• DIY PR: How to build brand recognition

• Lunch and Learn: How to scale a service-based business

• How service-based businesses can win new clients and expand their network