How to Win Free Press for Your Business or Nonprofit
Publicity helps small businesses and nonprofits guide the narrative about their brand. This channel of communicating with the public can spread awareness, develop market positioning, and grow goodwill. In today’s world of digital marketing and social media management, leaders sometimes assume that a viral video or a top-tier SEO strategy are the only ways to become part of the cultural conversation. Generating press around your business is still a powerful tool that often blends with these digital strategies.
Free press is often ripe for the taking. The process requires some digging and a thoughtful approach, but it’s possible for any brand no matter how big or small. As long as you have a story to tell, your brand is worthy of press coverage. You just need to ask. Keep reading to find out how you can go about winning free press for your small business or nonprofit.
Scout Opportunities
The first step to winning free press is scouting opportunities. The goal is to develop a list of publications, organizations, or media outlets that are likely to reach your target audience with their communications. Depending on your business, a few examples might be Inc. Magazine, HuffPost, Entrepreneurs’ Organization, or your local morning show.
Start with your industry or niche. There are trade journals, websites, and blogs for just about any industry or interest area. This is particularly useful for B2B businesses whose target audiences might be getting their industry news from these publications.
Next, think locally. Local publications are helpful, especially if you serve a specific community. From city papers to neighborhood magazines and newsletters, these can be effective avenues to reaching the community surrounding your business or nonprofit. Local publications are usually more accessible as they are motivated to support other members of the community.
You can also use HARO (helpareporter.com) which is a service that connects journalists with sources. Journalists post requests for experts on specific topics for their stories. If you see a relevant request, you can volunteer your expertise.
Don’t limit your search to traditional media outlets like newspapers, magazines, and television stations. Sometimes alternative spaces will be easier to approach and produce better results. Small blogs and e-newsletters develop strong, personal relationships with their readers. Recommendations from them sometimes mean more. Same with podcasts and web series. Hosts are trusted. Their support is meaningful.
You can also extend your search to organizations that might have sway with your audience. Membership organizations for a specific profession, hobby, or special interest often have email newsletters, blogs, or popular social media channels. A simple mention in a newsletter or on social media has the potential to send many high-quality leads in your direction.For a complete breakdown, read our extended discussion here. SOCIAL MEDIA ASSISTANT
Think about your network. You might find an opportunity that you haven’t considered before. Does one of your vendors have a popular blog? Or do you happen to have a client with a podcast? Having an established relationship makes reaching out with a request more comfortable.
As you create your list of opportunities, grab contact information for each target. For organizations or publications, identify a specific person to reach out to rather than going for a general email address. You want to find the person who will be writing the article (like a journalist), posting on social media (like a communications director), or doing the interview (like a podcast host). These individuals are in the position to help you.
Pro Tip: Follow your media targets on social media. Don’t just follow, though. Make sure to interact. Help them become familiar with you or your brand. Then, when you come knocking, they will already have some awareness of you already.
What to Ask For
Now that you know who you want to approach for free press, you need to decide exactly what you’re asking for. This will depend on what you’re hoping to get out of the free press–whether that’s a simply broader awareness of your brand, launching a new product, or attracting a new audience group. You will need a story that will help you reach the goal of your communication.
Here are some ideas of stories you can tell through press coverage:
- Introducing your business or nonprofit, if you’re just starting out
- Introducing a new product or service
- Expanding your business into a new location or new industry
- An upcoming or recent event
- A new initiative or results from a new initiative
- A business milestone like an anniversary
- A change in the business like a new partner or leader
Depending on the story you’re hoping to tell about your brand, some of your contacts might be ruled out. For example, if you’re hoping to show off how a new product works, you might prefer media outlets that incorporate video, like a local television station or web series on YouTube. These opportunities will create clips that are great to share on social media after the fact.
When reaching out to written publications like newspapers, magazines, and blogs, the hope is that the publisher will tell your story in an article or a post. Podcasts and other nontraditional media platforms will vary in the sort of coverage they can offer you, from an hour-long interview to a simple mention of your brand.
Knowing what you’re looking for from a media outlet will help you when you get around to reaching out. Sometimes the most effective method is simply asking for what you want. Many organizations will be happy to help!
Pro Tip: Your story needs to be exciting enough to convince your contact to pursue it. If a journalist doesn’t consider your story newsworthy, they won’t be motivated to cover it. Try to find an angle that people outside your organization will find interesting, impressive, or appealing.
How to Reach Out
When trying to win free press for your brand, you are essentially asking someone to do you a favor. That’s how you should approach the process of reaching out. Be forthcoming and complimentary. Express your appreciation for the hard work they do as members of the media.
In the case of traditional media outlets like newspapers and magazines, reaching out with a press release is routine. You can learn more about writing a successful press release here. Whether you decide to approach a journalist covering your beat or an editor, they know what you want. Organizations approach them all the time for press coverage. Simply copy your press release into the body of an email (never attach!) with a short note and send.
Sometimes, publications will have a system set up for accepting press releases like a form on their website or a press release email address. If so, they usually have instructions on their website. Follow them exactly. This method is less personal, but may still be effective. In many cases, publications will publish your press release directly with few changes. It’s great when this happens because your language and how you choose to represent your brand remain intact.
For less traditional media sources like a small blog or trade organization, reaching out can be more casual. A press release may not be appropriate for your first attempt. Craft an email introducing yourself and your business. Be as direct as you feel comfortable with. You can ask a related question before you make a request, but directly asking for help works too. For example, try saying, “I’m working on growing my business. Would it be possible to be included in your monthly newsletter?” The more you ask for help, the easier it will become!
Pro Tip: When you reach out with a request, emphasize how your story will benefit the contact’s audience. For example, when emailing a press release to a journalist, including why you think their readers will find the story interesting. When reaching out to a blogger, show them how your story relates to one of their recent posts.
Develop Relationships
After you start reaching out, focus on developing relationships with the contacts that you’ve made. Once you’ve opened up a conversation, connecting in the future becomes easier. Even if a previous interaction did not result in any press, it’s wise to continue reaching out as more newsworthy developments happen in your business or nonprofit. It might take some time before a contact decides to follow through with one of your requests. Especially when it comes to journalists, persistence is rewarded. Your third press release might be the one that convinces them that you really do have a story to share.
If reaching out to a certain contact successfully resulted in press for your business, fantastic! Reply with a thank you. Engage on social media. And definitely make sure to follow up with any exciting news in the future. This could be the blossoming of a beautiful media relationship.
Pro Tip: When reaching out for a second or third time, reply back to your previous email thread. This will refresh your contact on who you are and your previous conversation.
There are really so many ways that you can drum up press for your small business or nonprofit. The key is finding the players that hold influence in your industry and sharing your story with them. Once you do that, you can begin building media relationships and see your own influence grow.
Approaching the press on behalf of your small business or nonprofit can be daunting. If you need help with any part of this process, from deciding on media outlets to crafting a persuasive press release, our digital marketing experts can have your back. We’re here to help small businesses grow, and winning free press is an effective strategy.
Best of luck spreading the word about your business or nonprofit!
What Makes VaVa a Top US-Based Virtual Assistant Agency?
We’re not just another virtual assistant company—we’ve been your trusted partner since 2011, and here’s what truly sets us apart:
- Proven Experience: Over a decade of delivering top-notch virtual assistant services to clients like you.
- Elite US-Based Talent: Only the best, most skilled US virtual assistants—right here in the USA.
- Tailored Just for You: Custom virtual assistant services designed around your goals, not one-size-fits-all.
- Custom Pairings: We match you with a US virtual assistant who’s not only skilled but a true personality fit—white-glove service, every time.
- All-in-One Solution: Our Virtual Office Suite gives you a full team of virtual assistants in the USA in one seamless package.
- Culture First: Kindness, respect, and care aren’t just words—they’re how we work every day.
- Relationships Matter: You’re never just a client; you’re part of the VaVa family.
- Our Promise: When you’re happy, we’re happy—your success is our success.That’s the VaVa difference. 💙
How Long Does It Take to Get Up and Running with My Virtual Assistant?
Pairing is quick—usually 5–7 business days from the moment we learn your needs to your first “hello” with your perfect-match virtual assistant.
Seeing real magic? Give it about 90 days of steady delegation, clear process handoffs, and regular check-ins. That’s when the rapport clicks, your systems hum, and you start feeling the full weight off your shoulders. We’re with you every step—no rush, just results.
What’s Our Specialty?
We’re masters at perfect pairings. With a 98% success rate on the very first match, we don’t just send you a virtual assistant—we handpick a top-tier, career-level pro who fits your skills and your vibe. It’s not luck. It’s our proven, white-glove virtual assistant process that gets it right from day one.
We’re Help with a Heart—relationship-driven to the core. We care deeply about social impact, celebrating your wins, and helping you (and your mission) soar. Your goals become ours, and every task is handled with genuine care.
What Makes Your Pairing Process Unique?
We let our virtual assistants say “no” if it’s not the right fit.
Sounds wild, right? But here’s why it works: when your virtual assistant is truly excited about your business, your goals, and your vibe, the results are night-and-day better. Passion fuels performance. So we empower them to be honest upfront—and that honesty leads to deeper commitment, sharper focus, and a partnership that actually feels like a win for both sides.
It’s not just a match. It’s a mutual yes. And that’s how we hit 98% success on the first try.
How Am I Paired with a Virtual Assistant?
It all starts with you.
Here’s how our white-glove pairing works:
- Discovery Call – We hop on a call to really hear your pain points, daily grind, and what “winning” looks like for you.
- Onboarding Deep Dive – Once you’re in, your Account Success Manager takes over. We go beyond tasks—we map your style, energy, and long-term vision.
- The Perfect Match – We don’t just match skills. We pair people. Who gets your vibe? Who’ll anticipate your needs before you say them? Who’s ready to grow with your business?
- Mutual Yes – Your virtual assistant has to be all-in too. If they’re not passionate about your world, they can say no—and that’s how we protect the magic.
The goal? A long-term partnership that feels like your virtual assistant was custom-built for you. Because in a way… they were. 💙
Do Your Virtual Assistants Use AI?
Absolutely—when it makes sense for you. Your virtual assistant can tap into AI tools to work smarter and faster, but nothing happens without your say-so. We’ll chat with you upfront about your preferences, favorite tools, accounts, and comfort level so everything feels seamless and yours.
What Are the Benefits of Hiring a Virtual Assistant Agency?
Hiring through VaVa means you get the support without the stress. Here’s why clients love working with us:
- Zero Hassle Management: You focus on your business—we handle the rest.
- Perfect Match, Guaranteed: Tap into our deep talent pool to find your ideal virtual assistant (skills + personality).
- Always Covered: Vacations, sick days, or unexpected gaps? We’ve got backup ready—no downtime.
- A Whole Team Behind You: Your virtual assistant isn’t alone. They’re supported by our experts, trainers, and systems—so you get smarter, faster results.
- No Overhead, No Drama: Skip payroll, benefits, equipment, or HR headaches.
- Hire Once, Done Right: No posting jobs, interviewing, or rehiring—we nail it the first time.
You get freedom, reliability, and a full support system—all without lifting a finger. That’s the VaVa way.
Will I Work with a Single Virtual Assistant?
Yes—you’ll have your own dedicated virtual assistant (or a small, handpicked team if your needs call for it).
They’re 100% committed to you, your goals, and your success from day one. No rotating strangers, no shared attention—just consistent, reliable support that feels like an extension of your business.
What If I Go Over My Monthly Hours?
No stress at all! Just give a quick thumbs-up to your virtual assistant, and any extra hours are billed at our standard rate. If it starts happening often, your dedicated Account Success Manager will reach out to explore upgrading your virtual assistant services package—so you’re always on the plan that fits you best. We’ve got your back.
How Do You Track Time Worked?
Crystal clear and totally transparent. Your virtual assistant uses a professional time tracker to log every minute. You’ll get a friendly weekly update showing exactly what’s been done and how much time is left—no guesswork, just peace of mind. You’re always in the loop!
What Kinds of Tasks Can My VaVa Virtual Assistant Team Handle?
Pretty much anything that’s stealing your time and focus! From everyday tasks to executive-level strategy, your US virtual assistant is a true pro who scales with you.
Everyday Magic
- Email + calendar mastery (inbox zero, anyone?)
- Social media scheduling & engagement
- Research, data entry, expense tracking
- Customer support & follow-ups
- Travel booking, event planning, gift sending
Creative & Operational Power
- Content creation (blogs, newsletters, captions)
- Graphic design (Canva, basic branding)
- Website updates or overhaul
- CRM updates (HubSpot, Salesforce, etc.)
- Light bookkeeping (QuickBooks, invoicing)
- File organization, SOP creation
Executive-Level Support
- Project Management – Asana, Trello, ClickUp; timelines, budgets, team coordination
- Online Business Management (OBM) – Systems setup, KPI tracking, quarterly planning
- Vendor & contractor wrangling
- Strategy prep (reports, decks, competitor analysis)
- HR light (onboarding docs, job posts)
If it’s on your plate but not in your genius zone, your virtual assistant owns it—with precision, proactivity, and zero hand-holding. You dream it, we delegate it. 🚀
What Happens on the Kick-Off Call and Thereafter?
The Kick-Off Call is your launchpad.
Once we’ve nailed your perfect virtual assistant match, we schedule this 30–60 minute video call ASAP (usually within 1–2 business days). Here’s what goes down:
- You + Your virtual assistant connect face-to-face – Instant rapport, real smiles.
- Hand over the keys – Share logins, tools, docs, and any “here’s how I like things” details.
- Set the vibe – Tell them your communication style (Slack? Email? Loom?), urgent flags, and pet peeves.
- Map the first wins – Prioritize quick tasks so your virtual assistant can jump in that same day.
After the call? Work starts immediately. No waiting, no warm-up week. Your virtual assistant dives in, follows up with a recap, and you’re off and running.
- Weekly check-ins (your rhythm) to keep momentum
- Ongoing support from your Account Success Manager behind the scenes.
It’s not just a call—it’s the moment your VA becomes your VA. Let’s get you that first “ahhh” moment fast. 🚀
What If I Need a Different Virtual Assistant Than the One Paired with Me?
We’ve got you—transitions happen, and we make them easy.
Our 98% first-match rate is something we’re proud of, but life evolves. Maybe your needs shifted, styles clashed, or it just didn’t click. No judgment, no hassle. You (or your virtual assistant) can request a change anytime—for any reason.
- New priorities or skill gaps
- Life changes (yours or theirs)
- Communication hiccups
- Time zones, delegation flow, or simply a fresh start
Here’s what happens:
- You tell us (email, call, Slack—whatever’s easiest).
- We jump in – Your Account Success Manager guides the handoff, transfers knowledge, and keeps your workflow alive.
- New match, fast – We tap our deep U.S. virtual assistant talent pool and re-pair you with someone even better suited.
- Minimal downtime – Work continues seamlessly while we transition.
Think of it as upgrading your support, not starting over. With VaVa, you’re never stuck—you’re always one conversation away from the perfect fit. Your growth never pauses. 💪
Do Unused Hours Roll Over?
For month-to-month plans: No, they don’t roll over—we keep things simple and fair.
For long-term agreements: Yes, we can include rollover hours to give you flexibility.
Either way, we’re all about using every minute wisely. Your virtual assistant works with you to make sure every hour in the month counts toward what matters most. No wasted time—just real results.
How Does Culture Play a Role in Your Virtual Company?
Culture isn’t a poster on the wall—it’s the heartbeat of VaVa.
Everything we do—every match, every task, every “yes”—is measured against our five core values. We don’t just hire virtual assistants; we bring in people who live these beliefs. And because we’re 100% virtual, we work hard to keep the connection real: daily huddles, virtual coffee chats, celebration channels, and a lively, supportive vibe that makes remote feel close.
It’s professional, it’s fun, and it’s deeply human. That energy flows straight to you—through virtual assistants who show up excited, engaged, and all-in.
Our Values (the VaVa Way):
- Champion the Good – Push ideas that make things better, kinder, smarter.
- Show Up – Be present, build trust, and nurture relationships that last.
- Make It Yours – Take ownership, spark change, leave your mark.
- Create Freedom – Free up your time, your mind, your potential.
- Love What You Do – Bring passion and pride to every task, every day.
When your virtual assistant loves the culture, they love supporting you. And that? That’s the secret sauce. 💙
How Am I Billed?
We bill monthly retainer clients on the first business day of each month—simple and predictable. For one-time projects or quick upgrades, we’ll send you a custom invoice right when we kick things off. No surprises, just what works best for you!
When Will I Be Invoiced?
On the dot—every month.
We send your invoice on the 1st business day of the month for that month’s retainer hours.
For example:
📅 June 1st → You’re invoiced for June’s full retainer.
Clean, clear, and always in your inbox before the coffee’s cold. ☕
What If I Use More Hours Than My Monthly Retainer?
No worries—it’s handled!
If your VA hits the monthly cap early, they’ll simply pause and ask for your quick okay to keep going. Once you say yes (text, email, Slack—whatever’s fastest), they jump right back in.
Those extra hours get added to your next invoice at our standard rate—no surprises, no service gaps.
And if this happens often? Your Account Success Manager will suggest a package upgrade so you’re never capped again. We keep your momentum rolling. 🚀
Can I Hire a VaVa Team Member to Work with Me Directly?
Yes, it’s possible! If you and your VA hit it off and want to take things in-house, we’re happy to make it happen—just with a one-time conversion fee. It’s our way of supporting great relationships while keeping things fair for everyone. Let’s chat if you’re ready to explore!
What Happens If I Need to Cancel My Service?
It’s easy—just give us 30 days’ notice.
That’s all we ask, and here’s why: it’s a courtesy to your VA, who’s been all-in for you. Those 30 days let us line up new work for them so they’re not left hanging.
During that time, your support continues full-speed—no drop-off, no hard feelings. When the 30 days are up, we wrap things up cleanly and wish you the best.
You’re never locked in; you’re just part of the family until you’re ready to move on. 💙
What If My Needs Change Over Time?
We grow with you. Your virtual assistant services package isn’t set in stone. Need more hours? Fewer? A new skill set? Just say the word—your Account Success Manager will tweak things so your virtual assistant support always fits like a glove.
Is My Data Safe and Confidential?
100%—your trust is everything. All virtual assistants sign strict NDAs, we use secure systems, and your info never leaves our US-based virtual assistant team. Think of us as your locked vault with a friendly smile.
How Quickly Can I Get Started with a Virtual Assistant?
Super fast—usually within a couple of days! Once we understand your needs, we hand-match you with the perfect virtual assistant in USA and get you introduced the same week. No long waits, just momentum.
Can I Meet or Video Chat with My Virtual Assistant?
Absolutely—connection matters! We encourage a kickoff video call, and ongoing check-ins (weekly, biweekly, whatever works) so you build real rapport. Your virtual assistant isn’t a stranger—they’re your partner.
One thing we’ve learned over 13.5 years is we absolutely love working with people making big changes in this world. We say it time and time again: changemakers, do gooders, and purpose-driven professionals are our kind of people.Curious? See our guide on [Underused Ways to Get an Instant Return on Your Investment from a Virtual Assistant (Especially if You’re Nervous to Get Started)]. Whether you're a nonprofit, a social enterprise, or a purpose-driven clinician transforming lives through compassionate care, you’re making a difference!
We’re seeing more and more clinicians coming through our doors. They’re looking for virtual assistant support to offload administrative work and reclaim their time, but also to tell their stories and amplify their impact. We love it! We’re not just supporting people who talk about making a difference. We partner with those who are actually doing it, and we share the accurate and true stories, showing up in the midst of daily life.
So, if you’re a clinician, here are 40+ ways to help you stay relevant, build trust, and share your why. These ideas are perfect for reels, short-form video, articles, or social media posts.
We’ve also made this into a downloadable, so you can quickly save it for future use!
Educational Videos
Why: Demonstrate expertise and provide value, encouraging patients to trust and seek your services. Get the complete guide to When Should You Hire a Virtual Assistant?
- What to expect during your first visit - reduces patient anxiety and builds trust.
- The benefits of regular checkups (even when you feel fine) - encourages proactive care.
- Debunking myths [within your specialty] - showcases myths and truths about your industry.
- How to choose the right clinician - gives guidance to prospective patients.
- The importance of staying on top of [condition]- emphasizes your preventive care expertise.
Success Stories
Why: Build social proof and show real world outcomes.
- How I helped a patient overcome [specific issue] - highlights your impact.
- A day in the life of a successful patient journey - demonstrates the process.
- Before and after: A [treatment] Success Story - showcases tangible results .
- Why one patient decided to work with me (and their experience) - personalizes your care.
- What a long-term patient has gained from consistent care - the value of ongoing care.
Behind-the-Scenes
Why: Humanizes your practice, making it approachable and inviting.
- Meet the team: Who you'll interact with at our office - showcases a welcoming environment.
- Inside my office - builds familiarity and comfort.
- How I prepare for a new patient visit - demonstrates dedication and professionalism.
Addressing Pain Points
Why: Show understanding of patient struggles and positions you as a solution.
- What to do if you’ve delayed seeking professional help - encourages hesitant patients to reach out.
- Why patients often feel nervous before appointments (and how I help) - normalizes concerns.
- Three ways I help busy professionals prioritize their health - appeals to time-constrained clients.
Explaining Services
Why: Clarifies what you offer and how it solves problems, making it easier for patients to book.
- The services I offer and who they’re best for - educates patients on your expertise.
- How I personalize treatment plans for each patient - highlights your tailored approach.
- What my comprehensive care includes - explains added value beyond basic services.
FAQs and How-To Videos
Why: Answer common questions and reduce barriers for patients considering your practice.
- How to book an appointment with me - removes logistical hurdles.
- What documents to bring to your first visit - helps patients feel prepared.
- What working with me looks like - empowers patients to engage with you.
- How insurance works with my services - simplifies a common pain point.
- How much does it cost for my services? - simplifies another commonly asked question.
Building Trust and Authority
Why: Establishes you as a credible, reliable expert patients feel confident choosing.
- Why I became a clinician (and my philosophy of care) - builds personal connection.
- My approach to patient centered care - the differentiators between you and competitors.
- What sets my practice apart - highlights unique strengths.
- Why I’m passionate about helping patients with [specific issue] - shows your commitment.
Community Engagement
Why: Strengthens local connections and social and global impact.
- How I’m involved in the local Community - builds rapport with local patients.
- What I love about serving patients in [your area] - connects with location-based audiences.
- Collaborating with local businesses for better health outcomes - highlights partnerships.
- Why community matters to me as a Clinician - builds relatability.
Seasonal and timely Content
Why: Keeps your content relevant and engaging throughout the year.
- How to stay healthy during [season] - provides actionable tips.
- Why annual checkups are especially important this time of year - encourages bookings.
- Seasonal health tips for families - appeals to parents and caregivers.
- How to manage [condition] during [specific season] - offers practical advice.
Like these ideas? Download our free guide now to save them for future reference.
Your business needs content, but you don’t have to let it overwhelm you. With VAVA VIRTUAL’s team of Virtual
With Purpose Driven VA’s assisting you, we ensure your content strategy stays on track so you can focus on growing your business while we handle the content.
Ready to get started? Let us know!