Author: Becca Cooper Leebove, CEO and Chief Brand Strategist, ShuBu Creative Group
Key Takeaways
No PR opportunity is too small. The only real reason to say no is when it doesn't align with your values. There really is no publication that is “too small.”
Smaller wins, like profile pieces, local features, and local business awards, build the foundation for national coverage and bigger awards.
One of the best ways to get more PR coverage is to have some PR coverage in the first place.
Earned media now shapes what AI platforms say about you.
Consistent coverage builds trust, because people see you endorsed by credible sources again and again.
"Is this worth my time?"
When a smaller PR opportunity comes in, some business owners hesitate. A profile in a local magazine, a feature in a community business journal, a nomination for a local business award. It can feel too small, or even a little beneath where they see their business going.
My answer is almost always the same: say yes.
I believe all PR is good PR unless it truly doesn't align with your values. If an outlet, an award, or an angle conflicts with who you are and what you stand for, walk away. Your reputation is worth more than any single placement. But "it feels too small" is not a reason to pass. In fact, the small opportunities are often where the most important work happens.
Start with the low-hanging fruit
At ShuBu, we call these smaller opportunities low-hanging fruit. They're the profile pieces, the local publication features, the regional and local business awards, and the industry newsletters and podcasts that are within reach right now.
They matter because they build a foundation. Each one gives you:
A third-party record. When someone searches your name, they find other people talking about you, not just your own website and social posts.
Proof of your thought leadership. Every interview and feature is a chance to share your opinions and insights, building a body of work that shows how you think.
More to put in your bio. "Featured in" and "award-winning" carry weight in proposals, speaker introductions, and award applications.
A bigger presence in your industry. Simply put, you become more known.
Why would Forbes pick someone who's never been written about?
This is the part people often miss. When an editor at a national publication or a judge for a major award is deciding who to feature, they do their homework. They search your name. They look at what's been written about you, what you've said, and who has already recognized you.
If they find nothing, you're a risk. If they find a track record of local features, industry interviews, and awards, you're a safe, credible choice, and they can get to know you through the coverage that already exists.
That's one of the best-kept tricks in PR: the easiest way to get better coverage is to get some coverage in the first place. Small wins make big wins possible.
Earned media is what AI reads
There's another reason not to skip the smaller opportunities, and it's a newer one. More and more people are using AI platforms like ChatGPT, Claude, and Gemini to research businesses, and those platforms rely heavily on earned media when they decide what to say.
Muck Rack's May 2026 "What Is AI Reading?" study analyzed more than 25 million links cited by AI platforms and found that earned media made up 84 percent of citations, while paid and advertorial content made up just 0.3 percent. Every legitimate article, feature, and award announcement about you adds to what AI can find, and what it says when someone asks about your business.
PR builds trust, one mention at a time
Ultimately, PR is about trust. When people see you consistently featured in the news, quoted in trade publications, and recognized with awards, they trust you more. Every one of those mentions is an endorsement from a credible source that isn't you.
One feature is nice. A steady drumbeat of coverage over months and years is what makes someone think, "I keep seeing her name. She must be the one to call."
So, when should you say no?
Almost never. Say no when an opportunity conflicts with your values or has nothing to do with what you do. Otherwise, say yes, show up prepared, and let each win build on the last.
At ShuBu Creative Group, we help clients find and win the opportunities that build their foundation, then use that momentum to go after the bigger ones. If you're ready to start building yours, book a 30-minute call with me.
