How to Use Press & PR to Grow Faster Without a Big Budget

Why It Matters

Earned media gives startups high‑impact, low‑cost exposure that drives SEO, credibility, and growth, making it a critical lever for founders with limited budgets.

Key Takeaways

• Earned media provides credibility that paid ads cannot replicate
• Journalists prioritize story “why” over product features alone
• Early‑stage startups can target local and niche outlets first
• AI‑driven GEO rankings amplify earned placements in chat‑search results
• PR budgets vary; freelancers can start at $5k monthly

Summary

Dan Bova hosted a webinar titled “How to Use Press & PR to Grow Faster Without a Big Budget,” featuring PR expert Annie Scranton of Pace PR. The session explained why earned media—coverage secured without paying for placement—offers startups credibility and legitimacy that paid or owned channels cannot match.

Scranton highlighted that journalists care about the founder’s “why” story, not just product specs, and that earned placements now feed AI‑driven GEO (generative engine optimization) rankings, boosting visibility in chat‑based searches. She advised startups to pitch local, trade and niche outlets early, and to align media targets with specific growth goals such as customer acquisition or brand awareness.

Key examples included using a recent industry earnings report as a news hook and leveraging personal founder narratives to capture editor interest. Scranton also demystified budgeting, noting that freelancers or boutique agencies can start at $5,000‑$10,000 per month, while AI tools are lowering the time cost of outreach.

The takeaway for entrepreneurs is clear: a well‑crafted earned‑media strategy can deliver high‑impact exposure, improve SEO, and accelerate partnerships without a large ad spend, provided they define a concise value proposition, understand their audience, and set realistic KPIs.

Original Description

Publicity isn’t just an ego boost — it’s one of the most powerful growth engines founders can tap into.

On February 3rd at 2:00 PM ET, join Annie Scranton, Founder & CEO of Pace PR, for a tactical session on “earned media,” which is brand coverage and exposure that happens organically, not with an ad buy.

During the workshop, you’ll learn why earned media is more persuasive than advertising and how it compounds value over time, building your customer base and strengthening your brand authority.

In this workshop, you’ll learn:

- Why earned media is every founder’s advantage.

- How press coverage drives credibility, SEO, GEO, sales and partnerships over time.

- Why earned media is often more persuasive than paid ads, especially for early-stage businesses.

- The 5 foundational elements of a successful PR strategy.

- How to pitch like a publicist — even if you’re a founder with no PR budget.

PR isn’t only for big brands. This session will teach you how to use earned media to boost your business at any stage.