How to Right Size Your PR Needs: Option #1 DIY
This month we want to tackle the next question after, “Is PR right for my business?” by taking it one step further and asking, “What kind of PR is right for my business?”
DIY PR can be a great option for business leaders who are feeling PR-curious but not yet sure if it will move the needle, or who may not yet be ready to invest real dollars to find out. It suits solo founders, tiny teams with time but no budget, or anyone who wants to test the waters without spending a ton.
Who DIY PR is actually right for
DIY PR works best when you have the time and curiosity to learn the ropes, but not the budget or bandwidth for a firm. You may be early in your business journey. You may have a niche industry, a main street business, or a very limited media landscape where just a few local hits could make a big impact. Or, you may just want to prove to yourself that PR is worth pursuing before you commit to it as a larger strategy.
What you get (and what you don't)
For the DIYers, you can access free or low‑cost, live, reactive media opportunities by using tools like Qwoted, Peter Shankman’s Source of Sources (formerly Help a Reporter Out), and similar platforms that let you see what reporters are asking about right now in your category. (P.S. These are platforms that many of us PR pros use on the regular!)
What we love most about these sources is that the intel is gold. It shows you how the press talks about your category, what storylines they are interested in and how they are thinking about your industry. What’s more, you can pitch yourself for free and potentially land coverage. You also build skills: seeing stories from the inside, learning what makes a pitch work.
That said, this approach is not without challenges. First mover advantage is everything on these platforms. They flood with responses, and if you are not in the first wave, you lose out. Staying on top of queries is key, but can be challenging when PR is not your main job. What's more, vetting opportunities takes time too - because not every query is worth it and the best outlets have steep competition and you are up against hundreds of other publicists, founders and thought leaders clamoring for coverage on these sites.
Timeline + dollars
The DIY approach can cost as little as zero dollars if you stick to free tiers and your own outreach. The cost can go up to several hundred dollars a month if you upgrade for more access or tools, but like any subscription, if you aren’t actively taking advantage of the access, you won’t get much ROI on the investment.
As for timeline? It is important to be flexible but realistic: you will want to plan for at least 1 to 3 months to gear up and see if anything sticks. Have we mentioned that you get what you put in? Ten hours a week might build momentum. One or two hours means it could be hard to generate meaningful traction.
What to consider
FMA: We’ve written about this before, it’s called First Mover Advantage. These platforms are designed to serve the media and queries can be flooded with responses. Respond fast or lose the window.
Too many hats: When you are running a business, staying consistent with your outreach, research and pitch planning can be a challenge. Most small teams and startups burn out here.
Story blind spots: It is hard to see your own most pitchable angles or how to be truly of service to a reporter. What feels important to you is not always what they need.
How to decide if you are built for DIY PR? Ask yourself:
Is DIY my only option right now because I have zero budget but decent time to experiment?
Am I PR curious and want to test without committing to see if it even works for my business?
Do I have a niche, local, or early‑stage business where a few small wins could actually help - and I am okay with sporadic results?
If yes to most, DIY is a smart place to start. If not, you may want to explore other options that are right-sized for your business goals and your level of investment. Curious to explore beyond DIY? Book a call and we can talk it out.