How to Get Your Small Business Featured in Pittsburgh News & Media

Pittsburgh's local media is a goldmine for small businesses looking to grow. With trusted outlets like the Pittsburgh Post-Gazette, Tribune-Review, and KDKA, you can reach a wide audience and build credibility. Here's how you can get started:

• Know the Media Landscape: Focus on newspapers, radio, digital blogs, and podcasts like "YaJagoff!" or "Proprietors of Pittsburgh Podcast."

• Craft a Newsworthy Story: Highlight milestones, community impact, or innovations that resonate with Pittsburgh readers.

• Build Relationships with Journalists: Research local reporters, attend networking events, and position yourself as an expert source.

• Write a Strong Press Release: Use clear, local-focused writing and distribute it strategically through services like Pittsburgh Newswire.

• Leverage Local Events: Participate in or sponsor Pittsburgh events like the DICK'S Sporting Goods Marathon or Pride March to gain visibility.

Pittsburgh Media Outlets Overview

To make the most of local media coverage, it's important to understand the key players in Pittsburgh's media landscape. These outlets can help amplify your business story to the right audience.

Major Pittsburgh News Sources

The Pittsburgh Post-Gazette has been a cornerstone of the community for over 200 years, reaching more than 1 million readers weekly through its print and digital platforms. It's a solid choice for sharing business stories with a large audience.

KDKA, on the air since 1920 as the world's first commercial radio station, remains a major voice in Pittsburgh. Along with WPXI, these stations often spotlight local business achievements and community-focused initiatives.

NEXTpittsburgh is another standout, focusing on people, projects, and places shaping the city's future. Their interest in growth and entrepreneurship makes them an ideal outlet for stories about startups and innovative businesses.

These traditional outlets are complemented by business-focused publications and a growing number of digital platforms.

Business News Publications

For business-specific coverage, the Pittsburgh Business Times is a go-to source for local business news. The Tribune-Review and PublicSource also provide unique perspectives and editorial content.

Local Blogs and Podcasts

Pittsburgh's digital media scene includes influential blogs and podcasts that shine a spotlight on local businesses. The "YaJagoff!" podcast is a standout platform. Co-host Rachael Rennebeck explains its role:

"We call the podcast the third leg to the stool because we work in PR and marketing in order to pay the bills. The hobby sort of became the outlet, the platform, the ventricle to pump that information out."

The "Proprietors of Pittsburgh Podcast" focuses on small business stories. Host Darin Vilano captures the city's entrepreneurial energy:

"This is Pittsburgh – a place where a rich heritage of making things and a fierce independent nature come together to create a thriving entrepreneurial community. Whether you're a small business owner looking for ideas or inspiration or you're an enthusiastic supporter of local businesses, you'll find it here."

There are also niche blogs like "Yes, Wear That!" for fashion and retail, "Houk Consulting" for small business tech, and "BrandMill" for marketing advice.

The "Drinking Partners" podcast, now part of YaJagoff Media LLC, has built a social media following of over 40,000. This highlights the reach and influence of Pittsburgh's digital media channels, offering businesses an opportunity to connect with a broader audience.

Together, these diverse media platforms create a vibrant ecosystem for sharing your business story in Pittsburgh.

Writing News-Ready Business Stories

Find Your Business's Best Story Angles

Focus on story ideas that matter to Pittsburgh. Highlight how your business contributes to the local community instead of just promoting products or services.

Here are some ideas to consider:

• Milestones: Share news about growth, anniversaries, or expansion plans.

• Community impact: Show how you’re addressing local needs or supporting Pittsburgh causes.

• Innovation: Talk about solutions your business offers for challenges specific to Pittsburgh.

• Job creation: Share details about new employment opportunities for locals.

• Expertise: Provide original research or insights into Pittsburgh’s industries.

Make sure the focus stays on how these developments benefit Pittsburgh readers, not just your business achievements. When announcing news, explain its impact on the local community.

Connect to Pittsburgh Events

Tying your story to local events can make it more relevant for Pittsburgh media outlets:

• Seasonal events: Align your news with happenings like Light Up Night, the Three Rivers Arts Festival, or Pittsburgh Restaurant Week.

• Industry events: Time announcements around local conferences or trade shows.

• Community calendars: Keep an eye on local events for potential story connections.

• Cultural moments: Link your news to Pittsburgh traditions and celebrations.

Once you’ve found a connection, craft your story to speak directly to Pittsburgh audiences.

Write for Pittsburgh Readers

To connect with local readers, make your stories relatable and relevant:

• Local context: Mention Pittsburgh neighborhoods, landmarks, or well-known locations.

• Clear impact: Explain how your news affects residents or local businesses.

• Visuals: Include high-quality images that showcase your business in Pittsburgh settings.

• Local voices: Feature quotes or testimonials from Pittsburgh customers or partners.

• Data: Use statistics or facts specific to Pittsburgh.

Pittsburgh media outlets favor stories with a strong local angle and timely relevance. Keep your writing straightforward and avoid using business jargon or overly promotional language. Help journalists see why your story matters to their audience.

Connect with Pittsburgh Media Professionals

Research Local Journalists

Start by identifying journalists who cover Pittsburgh's small business scene and related industries. Gather their contact details and review their recent work to understand their style and interests. Follow them on social media - Twitter is especially helpful - and note their preferred ways to be contacted. Pay attention to the types of stories they typically cover.

Tools like Prowly can help you locate journalists whose focus aligns with your press release content. Also, check which journalists are writing about your competitors; they might be interested in your story too. This targeted approach ensures your message reaches the right people in Pittsburgh's media landscape.

Attend Media Events

Once you've built your media list, take the next step by meeting journalists in person at local events.

Pittsburgh Executive Speaker Series
The Pittsburgh Business Exchange (PBEX) organizes events featuring top business leaders. These gatherings attract influential attendees and provide excellent networking opportunities. Upcoming speakers include:

• March 27: Bill Ward, President of Ward Transportation & Logistics

• April 30: Don Smith, President of RIDC

• May 29: Katharine Kelleman, CEO of Pittsburgh Regional Transit

PAACC Networking Events
The Pittsburgh Airport Area Chamber of Commerce (PAACC) hosts several events where you can connect with local journalists and business professionals:

• BizBlast@Noon: Monthly networking lunches

• Mixer with Shakers: A lively event where business leaders serve as guest bartenders

• Annual Celebration of Excellence (ACE)

• Legislative Breakfast: Meet both journalists and local officials

Become a Local Industry Source

"If you've strengthened a relationship with one or a few journalists beforehand, they'll be more likely to cover your story because you've clearly valued them long before even needing them. If you do this, you might even find them offering to get your business on the news before you even ask."

• Carla Diaz, Co-founder @ Broadband Search

Position yourself as a trusted source by:

• Offering expert commentary

• Sharing timely, newsworthy insights

• Providing high-quality visuals

• Responding quickly to media inquiries

"Reliability, respect and honesty are key to winning anyone's heart – including reporters... Respect boundaries. Don't go overboard with asking reporters if they received your emails/calls about a pitch you sent them... And be honest. If you get questions from reporters on sensitive topics that your client or company is not ready to address publicly, be honest. Don't ignore their emails or calls."

• Anjie Coplin, Communications professional

When reaching out to journalists, focus on being:

• Clear and to the point

• Respectful of their deadlines

• Accurate with your information

• Insightful about Pittsburgh’s unique business environment

Building these connections early will make distributing your press releases much smoother down the line.

Press Release Writing and Distribution

Pittsburgh Press Release Format

To make your press release stand out in Pittsburgh, stick to these formatting guidelines:

• Use plain text (no HTML).

• Write a clear, descriptive subject line that includes the press release title.

• Place the entire press release text directly in the email body.

• Avoid using attachments to prevent technical issues.

• If you include images, provide URL links to high-resolution photos. Add brief descriptions, photo credits, and contact details for additional visuals, along with clear instructions for downloading.

Local relevance and clarity are key, especially when submitting to major newspapers like the Pittsburgh Post-Gazette and Pittsburgh Tribune-Review. Once your release is formatted correctly, focus on distributing it strategically.

Send Press Releases Effectively

Timing and distribution are just as important as formatting. Aim to send your press release 24–48 hours before noon to align with newsroom schedules.

Here are some distribution options to consider:

"Keep in mind that you should also never take a lack of response personally. Because writers are so busy, it's often impossible to respond to every email. If you feel you are annoying or stalker-ish, it's best to put those feelings aside. You can be persistent but professional at the same time." – Amanda Lauren, Writer

Tips for Better Distribution:

• Send releases early in the week for higher visibility.

• Follow up within a week for standard pitches or sooner for breaking news.

• Time your pitches seasonally, like wellness stories before the New Year.

• Target niche audiences through alternative papers such as the Pittsburgh City Paper or Pittsburgh Jewish Chronicle.

• Take advantage of VisitPittsburgh’s free media assistance to boost your reach.

Editors and journalists in Pittsburgh value press releases that are well-written, professional, and respect journalistic standards while leveraging modern digital tools for distribution.

Get Media Attention Through Local Events

Join Pittsburgh Events

Pittsburgh's event calendar is packed with chances for small businesses to get noticed by the media. For example, the DICK'S Sporting Goods Pittsburgh Marathon, happening on May 4, 2025, attracts plenty of local media attention. Businesses can get involved by setting up vendor booths, sponsoring the event, or hosting activities during marathon week.

Here are a few other events to keep on your radar:

Collaborating with event organizers or other businesses during these occasions can boost your visibility even further.

Team Up with Local Businesses

Partnering with other local businesses can create newsworthy stories that grab media attention. For example, Made in PGH has helped businesses like Luke & Mike's Frontporch Grille and Riverlife's fundraiser grow their social media presence and sell out events. Similarly, collaborations like the one between Pittsburgh Prints & Pottery and a local coffee shop for an art exhibition have successfully drawn community interest.

Strategic partnerships not only strengthen your brand but also make your efforts more appealing to local media.

Work with Pittsburgh Charities

Getting involved with local charities is a great way to give back while earning positive media coverage. A good example is Steel City Construction, which gained significant exposure by sponsoring a Habitat for Humanity build project.

Aligning charitable efforts with your business can make a big impact. For instance, a community adoption event held during the Pittsburgh Pet Parade brought in hundreds of attendees and generated buzz on social media.

Here are some ideas to help you get started:

• Partner with Pittsburgh Community Broadcasting (PCBC) to promote non-profit events.

• Host fundraising events that highlight your business's strengths.

• Build ongoing relationships with charities that share your brand's values.

Long-term partnerships with local organizations can lead to more consistent and impactful media coverage. By tapping into local events, collaborations, and charitable activities, you can create a well-rounded strategy to attract media attention in Pittsburgh.

Track and Use Media Coverage

Once you've secured media coverage, it's important to track and make the most of it to build a strong reputation in Pittsburgh.

Media Monitoring Tools

Keeping tabs on media mentions is key to boosting your local presence.

• Awario: Monitors brand mentions in real time and is budget-friendly.

• Agorapulse: Features a unified Social Inbox that collects mentions across platforms, simplifying the process of spotting important mentions.

Here’s a quick comparison of tools ideal for small businesses in Pittsburgh:

With the right tool, you can amplify your media coverage more effectively.

Share Media Coverage

Use tools like Canva to design visuals that highlight key quotes or stats from your media mentions. These graphics work well on platforms like Instagram and LinkedIn, where Pittsburgh's business community is highly engaged.

Here are some smart ways to repurpose your media coverage:

• Website updates: Add media logos and testimonials to your homepage.

• Email marketing: Feature coverage highlights in your newsletters.

• Social proof: Use media quotes on your Google Business Profile.

"Providing data serves your shared goal of telling a compelling and accurate story and is a sure way to build a solid reputation as a go-to source and subject matter expert." – Onclusive

Strengthen your media strategy by maintaining relationships with your media contacts.

Follow Up with Media Contacts

Staying connected with journalists after they cover your story is essential for opening doors to future opportunities. Research shows that 72% of reporters appreciate at least one follow-up on pitches.

Timing is everything. Wait 2–4 days after coverage to follow up, and avoid reaching out before 10 a.m. or after 4 p.m.. Like most journalists, those in Pittsburgh prefer email - 92% of reporters favor one-to-one email communication.

When following up:

• Keep it short: Be concise and respectful in your message.

• Offer value: Share updates or pitch new story ideas.

• Engage online: Follow journalists on social media and interact meaningfully.

"If you are completely sure the person you're pitching is right for your pitch, then follow up. But if you're just throwing it all out there and then saying, 'I'll just wait a little while and then throw it all out there again,' that's going to get you in hot water." – Reporter

Conclusion: Steps to Pittsburgh Media Coverage

Once you've tracked your media coverage, it's time to focus on strengthening your local presence. To make an impact in Pittsburgh's media landscape, it's all about building genuine relationships and providing meaningful value. Here's how you can approach it effectively.

Understanding Pittsburgh's unique community is key to forming strong media connections. Tailor your outreach and highlight how your story resonates with local residents.

"We're thinking about how can we partner and be the best that we can be together." – PublicSource co-executive director Jennie Liska

This collaborative mindset is essential, whether you're working with journalists or connecting with local businesses.

"We're building relationships with community members so that we understand their interests, their concerns, and we can share their stories." – Halle Stockton

Here are three important areas to focus on in Pittsburgh:

• Community engagement: Get involved in local events and build connections organically before seeking media coverage. Being present in the community makes a big difference.

• Value-driven outreach: As Digital PR Specialist Tori Bell explains:

  "The key thing is to be natural. If you're overly promotional or pushy, you'll struggle to develop a strong relationship and essentially sabotage the growth of your media contact list."

• Consistent follow-up: CMO Bhavik Sarkhedi highlights the importance of respect in relationships:

  "Building a relationship based on mutual respect and value will create a solid foundation for future collaborations."

Make the most of monitoring tools, share your media coverage effectively, and maintain strong connections with your media contacts. By focusing on these strategies, you'll position yourself as a credible and respected voice in Pittsburgh's business community.