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How to Get Your Products Featured in the Media with PR Expert Gloria Chou

If you’ve ever thought PR was only for big brands with massive marketing budgets, think again. Public relations (PR) is one of the most powerful ways to build brand credibility, drive traffic, and boost sales—without spending a dime on ads.

In this episode, I sat down with Gloria Chou, a PR expert and host of the Small Business PR podcast,  who has helped thousands of small e-commerce product sellers land features in top publications like Forbes, Buzzfeed, and The New York Times. Her CPR pitching method makes PR accessible, even if you have no experience and no media connections.

If you’re ready to get your products in front of millions of potential customers, keep reading.

From Cold Calls to PR Success: Gloria’s Story

Gloria didn’t start in PR—she was a U.S. diplomat before making the switch to entrepreneurship. Her transition wasn’t easy. “I applied to over a thousand jobs in communications and got rejected every single time,” she shared. Since no one would hire her, she decided to figure it out herself.

She started taking on small PR clients who only paid her if she successfully got them featured in the media. Without a network or traditional PR experience, she had to get creative. “I literally Googled ‘New York Times newsroom’ and cold-called my way to the deciding producer,” she recalled.

After thousands of rejections, she cracked the code to what makes a pitch stand out, developing a repeatable system that doesn’t require expensive PR firms or insider connections. Today, she teaches small business owners how to be their own publicist and land major media features.

PR Isn’t Just for Big Brands—It’s for You, Too

Many small business owners assume they’re “not newsworthy enough” to get media coverage, but Gloria says that’s simply not true. In fact, journalists, and editors don’t even care if you have a big Instagram following, they are much more concerned with how your products will be interesting or meaningful to their readers.

“There’s no such thing as being ‘newsworthy’ or ‘not newsworthy,’ it’s all about how you position your product.”

Instead of waiting to be discovered, she encourages brands to craft a compelling angle that makes it easy for journalists to say yes.

For example, if you sell handmade candles, don’t just pitch “handmade candles.” Instead, tie it into a trend or seasonal event:

“The 3 Best Non-Toxic Candles for Cozy Winter Nights”
“Eco-Friendly Gifts for the Holidays: The Hand-Poured Candle That Gives Back”

The key is to make your product part of a larger conversation.

“These opportunities are all around, but you just have to know how to pitch for what story they’re writing that season. And it doesn’t mean you need a billion products. We’ve had people who just make one product, they will get featured all year round by just adapting their story for that month or for that season.”

The CPR Pitching Method: A Foolproof Framework

Gloria created The CPR Method™ to simplify PR and help business owners craft pitches that actually get responses.

Here’s how it works:

✅ C – Credibility: “What makes your brand stand out? Are you using a unique material? Did you start your company for a specific mission? Give journalists a reason to care.”

✅ P – Point of View: “A pitch needs an angle. Why is your product relevant right now? Is it part of a larger trend?”

✅ R – Relevance: “Make it easy for journalists to say yes—include high-quality product photos, a clear price point, and a direct link to purchase.”

By following this method, business owners have landed press features in just days—without spending a single dollar on ads.

How to Find the Right Journalists for Your Brand

Instead of pitching to the Editor-in-Chief at Vogue, Gloria recommends focusing on journalists who already cover products like yours.

Here’s how to do it:

1. Search Google for “[Your Product] gift guides.” Look at who wrote the articles—they’re the ones you should pitch to.
2. Use Google Alerts. Set up alerts for key terms related to your industry, and track journalists who cover them.
3. Follow freelance writers. Many journalists write for multiple publications—connect with them on LinkedIn and Twitter.
4. Use HARO (Help a Reporter Out). This service connects journalists with expert sources—sign up and respond to relevant opportunities.

If you just do this consistently for a few weeks, you’ll have a solid list of people to pitch.

The Best PR Opportunities for Product-Based Businesses

PR isn’t just about getting featured in The New York Times—there are dozens of ways to use media exposure to grow your business.

• Gift Guides – Perfect for seasonal and holiday promotions.
• Expert Roundups – Journalists love including brand founders in industry insights.
• Trending Topics – Tie your product to pop culture or current events for easy media coverage.

“You don’t need to reinvent the wheel—most of these opportunities come up every year. If you missed the holiday gift guide this year, set yourself up for next year.”

Why PR Beats Paid Ads Every Time

If you’re tired of spending money on ads that don’t convert, PR can be a game-changer.

PR = Built-in Trust. “When someone reads about you in a trusted publication, it builds instant credibility,” Gloria explained.

SEO Boost. Features in high-ranking websites improve your Google rankings and drive organic traffic.

Free Exposure. Unlike ads, PR doesn’t cost anything—and the benefits last long after the article is published.

How to Fit PR Into Your Schedule (Even If You’re Busy)

Most business owners think PR takes too much time, but Gloria says that’s not the case.

“If you can dedicate just one hour a week, you can see real results.”

Here’s how to make PR work even with a packed schedule:

✅ Spend 30 minutes finding journalists who cover your industry.

✅ Use the CPR Method™ to craft one solid pitch.

✅ Send out two pitches per week.

✅ Follow up with any responses and track your outreach.

“If you do this consistently, within a few weeks, you’ll have traction,” Gloria advised.

Your Next Steps: Start Pitching Today

Ready to get your brand featured in major publications? Here’s what to do next:

📌 Step 1: Set up Google Alerts for your industry keywords.

📌 Step 2: Build a list of journalists who cover products like yours.

📌 Step 3: Use the CPR Method™ to craft your first pitch and hit “send”

With the right pitch, the right contacts, and a little persistence, you can get featured in major media outlets and transform your business.

Ready to start pitching? Your next big media feature is waiting!

RELATED LINKS:

Check out Gloria’s website: https://www.gloriachoupr.com/

Gloria’s Masterclass: http://www.gloriachoupr.com/masterclass

You should focus on this one thing for long term growth:

https://thesocialsalesgirls.com/you-should-focus-on-this-one-thing-for-long-term-growth-episode-178/

How to get 1M eyeballs on your products every month:

https://thesocialsalesgirls.com/how-to-get-1m-eyeballs-on-your-products-every-month-episode-244/

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GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
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