Public relations can feel mysterious, especially if you’re a small business owner balancing all the things and trying to get noticed in a crowded market. That’s why I put together this PR FAQ roundup: real answers from your favourite small-business PR consultant to the questions I hear most often.
1. What is public relations — and how is it different from advertising?
Public relations (PR) is earned media — meaning it’s when someone else (like a journalist, podcast host, or editor) shares your story because it’s interesting or valuable to their audience. That third-party credibility builds trust in a way paid ads simply can’t. PR isn’t advertising — you’re not paying for placement, you’re working with a public relations specialist or PR coach to create stories people want to share.
2. Do I need a PR agency or PR consultant to get media coverage?
Not at all! You don’t have to hire a PR company to do PR, especially if you’re just starting or on a tight budget. What matters most is a clear story and a strategy for sharing it with the right people. That’s why I offer flexible PR services from one-off PR coaching sessions to full-service support, so you can choose what fits your goals and experience level.
3. Can PR work for small businesses or is it just for big brands?
PR absolutely works for small businesses — and often more meaningfully. You don’t need celebrity clients or giant budgets to tell a story that resonates with your community and industry. With the right public relations specialist, PR team or PR coaching, you can craft stories that highlight your mission and brand personality, building credibility and awareness even as a small business.
4. What types of PR support do you offer?
I provide a range of public relations services designed to support you wherever you are in your PR journey:
✨ PR Power Hour – Focused, actionable help to refine your pitch, craft a compelling story angle, or navigate media outreach, PR DIY style.
✨Full-Service PR – I handle PR execution from strategy to media outreach, including press release distribution and media training so you can focus on running your business.
5. How soon can I see results from PR?
PR isn’t like flipping a switch, it’s more like planting seeds and watching them grow. Some stories get picked up right away; others take time, relationship building, and repeated pitching. With consistent effort from yourself, your team, a skilled PR specialist or PR team, you’ll start to see media coverage, brand recognition, and customer engagement increase over time.
6. What if I don’t think my story is “newsworthy”?
Newsworthiness isn’t just about big launches or awards. Journalists and media outlets want stories that resonate with their audience. That could be human interest, tips that help other business owners, community impact, or a behind-the-scenes look at something creative or purposeful. Every brand has angles — and a lifestyle public relations approach can help identify stories your audience and the media will care about.
7. Do I need a big budget to do effective PR?
Not at all. PR can be done with no budget at all: a well-crafted email pitch costs nothing to send. What matters more is strategy, messaging, and understanding the media landscape. By working with the best PR consultant or agency for your needs, you can maximize impact without overspending.
8. What makes WINT Communications different from other PR agencies?
A few things I’m proud of:
💡 I focus on small and medium-sized businesses, offering tailored marketing and public relations strategies rather than cookie-cutter campaigns.
🎤 Whether it’s one-off advice or full service, everything is personalized and strategic, delivered by me, a dedicated PR specialist or my PR team.
🤝 I’ve been recognized for excellence (including a 2026 Canadian Choice Award for PR) which is proof that small teams can deliver the best PR services for your business.
9. What are the different types of media?
Media comes in many shapes and sizes, and understanding the landscape helps you reach your audience strategically. Here are the main types:
- Traditional media: newspapers, magazines, radio, and TV.
- Digital media: online news sites, blogs, podcasts, and social platforms.
- Owned media: your own website, email newsletters, and social accounts.
- Earned media: publicity you get because your story is valuable, including press release distribution.
- Sponsored Media – a media story in exchange for payment.
Part of an effective PR strategy is knowing which type of media works best for your business and goals.
10. How do I know when I’m ready for PR?
You’re ready for PR if you have:
- A clear story or mission you want to share.
- A target audience in mind.
- Some capacity to engage (respond to media inquiries, be available for interviews, etc.).
Even if you’re still small or just starting, lifestyle public relations, event public relations, product public relations and other public relations services can help you build awareness and credibility early. The key is being prepared to share your story consistently.
11. How do I get started with PR?
Start with a conversation. Book a free chat or a PR Power Hour and we’ll talk about where you are now, where you want to be, and how PR services can help get you there. From there, we can choose the right level of support together.
12. Where can I learn more about PR and small business visibility?
Check out the WINT Communications blog. There are posts on PR myths, mindset, strategy, and more to help you feel confident and creative about your communications approach. There are also tips from small business experts to help out in other areas of your small business.
Still have a question that wasn’t covered here? I’d love to hear from you. Send me your question to jenn@wintcommunications.com and I’ll add it in!
