The Retailer’s Guide to Securing Press Coverage

Louise Cox is a PR and marketing expert who helps businesses get featured in the press to grow their brand. She’s helped clients and students secure coverage in publications like Cosmopolitan, Country Living, Vogue, and The Independent. Many have become press favourites, building loyal customers and taking their businesses to the next level. With her friendly, hands-on approach, Louise offers expert guidance while cheering business owners on as they step into the media spotlight and connect with their audience.

 

 

In today’s bustling retail landscape, standing out can feel nearly impossible, especially for smaller brands. While social media and digital ads can help boost visibility, public relations (PR) offers retailers an unparalleled way to build credibility and connect authentically with their audience. Unlike advertising, PR relies on third-party validation, giving retailers a reputation boost and widening their reach through trusted media sources.

This guide will walk you through how PR can help your retail business get noticed, build media relationships, and even elevate your customers’ experience.

 

 

Why PR Matters for Retail Brands

PR is a powerful, often underused tool for retailers who want to grow their brand’s presence without relying solely on social media. Media coverage allows retailers to:

• Reach new audiences through articles, TV features, or online publications that align with their target market.
• Establish trust by appearing in respected publications, which increases customer confidence and sets your brand apart.
• Stay relevant by sharing timely stories around seasonal trends, product launches, or industry innovations.

Through consistent PR efforts, retailers can create a compelling brand narrative that resonates with customers, helping them stand out in a crowded market.

 

 

Effective PR Tactics to Boost Retail Visibility

The next step is to understand what makes for an effective retail PR strategy. Here are some tried-and-tested tactics to consider:

• Product-Based Angles: Retailers often launch new products, so it’s essential to pitch these launches in ways that resonate with the media. Highlight what’s unique about the product – its story, its design, or the problem it solves for consumers. Whether it’s a limited-edition line or an eco-friendly product, a focused angle can make it compelling for journalists.
• Seasonal Trends: Seasonality is crucial in retail, so align your PR efforts with key shopping periods, such as Christmas, back-to-school, or Valentine’s Day. For example, if you sell home decor, you could pitch tips for festive table settings in the autumn or summer garden trends in the spring. Seasonal angles are an effective way to make your brand relevant and timely.
• Collaborations and Partnerships: If your brand collaborates with another company or designer, this can be a newsworthy angle. Media outlets are often interested in how brands innovate together and reach new audiences. Be sure to emphasise the unique value the collaboration brings to customers.

 

 

Affordable PR Strategies for Small Retailers

PR doesn’t have to be reserved for large brands with dedicated marketing teams and deep pockets. Here are some steps small or independent retailers can take to get started with PR on a budget:

• Start Small with Local Media: If you're new to PR, begin with local media as they love covering nearby businesses, and they're usually more approachable for smaller brands. Pitching to local newspapers, blogs, and radio stations can help you gain visibility and build your credibility gradually.
• Build Relationships with Journalists: Instead of sending one-time pitches, aim to develop lasting connections with journalists who cover retail, lifestyle, or local news. Follow their work, engage with their content on social media, and reach out with tailored pitches that fit their beat.
• Identify the Right Media Contacts: Research journalists or editors who cover topics related to your products or industry. For example, if you sell sustainable products, look for reporters who cover environmental or eco-friendly stories.
• Keep It Simple: You don’t need an elaborate PR strategy. Start with one or two stories that reflect the unique qualities of your business. Over time, you can refine your approach and expand your media reach.

 

 

Crafting Press-Worthy Stories That Stand Out

Journalists receive countless pitches, so it’s crucial to position your brand’s story in a way that captures their interest. Here are a few types of stories that tend to resonate:

• Sustainability Initiatives: Many journalists are interested in stories around sustainability, as consumers increasingly prioritise eco-friendly options. If your brand focuses on ethical sourcing, reduced packaging, or other sustainable practices, make these elements a core part of your pitch.
• Unique Product Stories: Sometimes, the story behind a product can be just as compelling as the product itself. For instance, if you source materials from a specific region or collaborate with local artisans, these details add depth and authenticity to your pitch.
• Founder Journeys: Retail businesses with interesting founding stories – perhaps you started in your garage, or your brand is a family-owned legacy – can be attractive to journalists. These stories allow readers to connect with your brand on a personal level.

 

 

Leveraging PR to Build Customer Trust and Loyalty

PR doesn’t just bring new customers through your doors – it can also enhance trust and loyalty among existing customers. Here’s how to make the most of press coverage once you’ve secured it:

• Share Press Mentions with Customers: Highlight press features on your website, social media, and email newsletters. When customers see that you’re recognised by trusted publications, it reinforces their confidence in your brand and its quality.
• In-Store and Online Promotions: For brick-and-mortar stores, consider displaying press mentions in-store where customers can see them. If you’re online-only, create a “Featured In” section on your website. These are subtle ways to share your credibility without overt self-promotion.
• Leverage Press for Customer Engagement: Use press features to engage customers by encouraging them to share their experiences with your products. For example, after a magazine feature, you could invite customers to tag your brand on social media using a branded hashtag, fostering a sense of community and loyalty.

 

 

Final Thoughts

PR is a valuable asset for retailers, offering credibility and reach that traditional advertising may not. By using the tactics above and focusing on building meaningful media relationships, retailers of all sizes can gain press coverage, enhance their brand story, and provide a richer customer experience. With the right PR strategy, your retail brand can connect with new customers, gain credibility, and grow organically. So start small, reach out to a few media contacts, and begin crafting the stories that make your brand shine.