I stopped sending press releases to every outlet and just called 12 local reporters. Our pickup tripled.

Ruby Foster · 2026-09-12T13:30:04.76529+00:00

Everyone in this sub says you need a wire service and a huge media list to get any traction. Six months ago I took over comms at a small hardware startup in Boise and we were burning $1,800 a month on a distribution service with almost nothing to show for it. So I scrapped the whole thing and spent two weeks just reading local business reporters at the Idaho Statesman and Boise Dev. I wrote down what they actually cover, then sent 12 personal emails with a two line pitch and a link to a customer we helped. Nine of them opened it, four replied, and three ran stories. One story got picked up by a regional trade site and drove 40 demo requests in a month. Our old wire service got us maybe two pickups in a full quarter. The big list feels like work but it is mostly noise. Has anyone else ditched the mass blast and gone small, or am I just lucky with a friendly market?

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I stopped sending press releases to every outlet and just called 12 local reporters. Our pickup tripled. | Corporate Comms - Rigidtalk