Press and Influencers for Small Business | Tory Burch Foundation

A business can’t survive if no one knows it exists. Visibility is crucial—a well-placed headline or a strong social presence can be the difference between lasting growth and a frustrating plateau. But it’s not simply a case of more exposure. To be effective, the strategy must be intentional.

“Press, social media and influencer partnerships each play a unique role and, when combined thoughtfully, they amplify your message, grow your brand and build meaningful connections with your audience,” explained Melanie Brister, a cultural communications strategist whose clients have included Sotheby’s, Moda Operandi, Broadway and the City of West Hollywood. 

Here, as part of our webinar series, Brister shared her expert guide to elevating your profile to move your business forward through press placements and marketing with influencers for small business.

THE POWER OF THE PRESS

At its core, press creates awareness and puts your brand in front of audiences you can’t access on your own. But the impact is far-reaching. Third-party validation from reputable outlets signals legitimacy and authority. You’re able to shape and control your narrative. Which initiatives do you want to highlight? Are there company values you want to emphasize? Milestones you want to celebrate? 

Increased visibility also means greater opportunities—think partnerships, collaborations and investor interest—along with a more prominent digital footprint, which, in turn, improves SEO and extends your reach even further. 

HOW TO: THE PRESS PLAYBOOK

You can jump on trends and viral moments…but only if that makes sense for your business.

1. Determine your story

Decide the story you want to tell in the press (e.g., your brand mission or your founder journey, and the angle that will set you apart from your competitors. Timing matters, too. Journalists will ask why your story matters now. Is it tied, for example, to an anniversary, a holiday, a launch or a broader cultural moment? 

2. Build the assets

Here’s what you need in place before you pitch:

• Website, bio, portrait and social presence (more below)
• Visuals that speak to your business (product shots, lifestyle images or client-facing moments)
• Notable stats, achievements and customer success stories
• A press release, tied to a time-sensitive announcement
• An evergreen press kit

3. Identify the right press targets

Do your research and pinpoint which journalists cover your industry. Avoid a blanket approach; indiscriminately sending out pitches rarely works. 

Go beyond the obvious titles. For every New York Times and Forbes, there are plenty of local reporters and niche or industry publications that speak directly to your audience. Don’t forget nontraditional outlets like podcasts, newsletters and digital-first media companies. 

To get on a journalist’s radar, beyond cold calls and emails, Brister recommended networking. “Go to events and panels. Follow them on social media,” she said. “And don’t be discouraged if your initial outreach doesn’t land. Take it as an opportunity to build the relationship.”

4. Pitch with purpose

Lead with the story, not the product. Give your pitch a powerful hook, one that’s both intriguing and feels urgent—whether that’s spotlighting a new product, a collaboration, an emerging trend or a seasonal topic, like a holiday guide. “Be authentic,” Brister added, “and keep your pitches concise.” 

 Pitching vs. newswires: A newswire is a service that distributes your press release to multiple outlets at once. While helpful for scale, Brister advised leaning on more personal pitches before exploring that route. 

5. Leverage every press win

Congrats, you’ve scored a press hit—now put it to work. Feature it on your website, in newsletters and across social channels. Ask if the publication will share coverage—or coordinate on a post with you, e.g., Instagram Collabs—to tap into an additional audience. The bottom line: Press drives credibility, and credibility drives conversions.

WHAT SOCIAL MEDIA DOES FOR YOUR COMPANY

“Social media is the evolution of public relations,” said Brister, noting that, for many, it’s become a go-to news source. “They’re all in the same ecosystem of how stories are being shared with individuals.” 

Similar to press, an active social presence boosts visibility and credibility. But it lets you build a community around your mission, values and point of view, too. You’re able to give people a window into your world, on your own terms. “It humanizes your brand,” Brister said.  

Social media also provides real-time insights—what’s trending, what’s not—that inform not just your social strategy, but larger business objectives and product decisions. Better yet, it can bring in traffic and sales with shoppable content and calls to action (CTAs). 

HOW TO CREATE YOUR SOCIAL MEDIA STRATEGY

1. Clarify your goals and message. 

Set clear goals. Do you want to increase brand awareness? Drive traffic or generate leads? What about strengthening community engagement or improving customer satisfaction? 

Post consistently, not constantly. It’s the difference between spamming people and sharing meaningful content. “You can jump on trends and viral moments,” said Brister, “but only if that makes sense for your business.”  

2. Share across the right platforms

With so many platforms competing for attention, you may feel the need to be everywhere at once. Instead, choose those that make sense for your business, and identify a purpose for each. Instagram, for instance, is great for visual storytelling, YouTube for long-form education videos and Pinterest for lifestyle inspiration. 

3. Create thumb-stopping content

This is exactly what it sounds like—posts that grab your attention in a busy feed, prompting you to hit pause and take notice. “You need to capture interest in the first two to three seconds,” Brister said. 

If you need a framework to guide your planning, establish thematic pillars and a content calendar. Brister outlines a sample structure for the former below. 

• Educate: offer insights, tips and industry knowledge. 
• Engage: spotlight your team and/or community, go behind the scenes and run polls
• Inspire: create emotional connections to your brand
• Build trust: be transparent and show your process
• Convert: share testimonials and include CTAs

4. Engage and build community

Content draws people in, but what really matters is fostering the community around it. Respond to comments and DMs, tag and reshare, and join in on relevant conversations. When your followers feel included, they’ll become your biggest advocates. “It’s called social media,” said Brister, “so you should socialize on these platforms and build relationships.” 

5. Track metrics

Create a business profile to learn what performs well, and then do more of it. For deeper analysis, turn to third-party tools such as Hootsuite, Sprout Social, Dash Social, Buffer and Later.

A CASE FOR PAID SOCIAL

Paid social media allows you to reach people beyond your current followers who are most likely to become customers, by targeting based on location, interests, age and behaviors. Start small, $5 or $10 dollars a day, and boost your strongest, most engaging content. See what works, adjust and repeat. 

THE INFLUENCER EFFECT.

Another way to expand your reach is through brand-aligned influencers: tastemakers, content creators and celebrities as well as existing customers, your professional network, hyperlocal community accounts and even you. “Everyone has the capacity to influence and share information,” Brister explained, noting that founder-led content often outperforms brand-only posts. 

Not only do they produce original content you can repurpose, but their endorsement lands as a trusted recommendation with their audience. Build real relationships rather than leading with a pitch and prioritize a few ongoing partners instead of many one-off collaborations. “Look for engagement rates and an authentic voice, not just vanity metrics,” Brister added, “and niche relevance over follower count.”