Three Smart PR Moves on a Tight Marketing Budget

By Brooke Simmons | Founder, Pursuit Communications

One of the most common things I hear from business owners is this: “I’d love to do more PR, but we just don’t have the budget right now.” After 18 years in the industry, I understand the pressure. But I also know that some of the most impactful PR moves I’ve seen cost very little — they just require intention and consistency.

Here are three things to consider when your marketing budget is tight.

1. Start With Your Story, Not Your Spend

Before you spend a single dollar, get clear on what makes your business worth talking about. What problem do you solve? What do you stand for? What have you achieved that your community would care about?

A compelling story is the foundation of every successful PR effort. And it costs nothing to develop. Once you have it, you can pitch it to local media, share it on social, build it into your EDMs, and use it in every conversation. Clients I’ve worked with on the Central Coast have secured genuine editorial coverage simply by having a clear, authentic story — no advertising spend required.

2. Invest in One Channel and Do It Well

Trying to be everywhere on a small budget is a recipe for mediocre results across the board. Instead, pick the one channel where your audience actually lives and show up there consistently.

For most local businesses, that’s LinkedIn for B2B or Instagram for consumer-facing brands. Post regularly. Engage genuinely. Share expertise, not just promotions. Consistency over time builds credibility — and credibility is what converts.

3. Leverage Your Existing Relationships

This is the most underutilised PR strategy I see with small businesses. You already have a network — clients, suppliers, community connections, fellow business owners. Those relationships are an asset.

Ask satisfied clients if they’d be willing to share their experience. Partner with a complementary business on a joint event or campaign. Engage with local media not just when you want coverage, but to genuinely support their work. These efforts compound over time and deliver returns that far outperform paid advertising.

A tight budget doesn’t mean you can’t do great PR. It means you have to be smarter about where you put your energy. And sometimes, that constraint is exactly what leads to the most creative — and most authentic — results.

Brooke Simmons is the founder of Pursuit Communications, a Central Coast PR agency with 18 years of experience helping businesses build their profile, tell their story, and grow through strategic communications.