Photo from WayKurat at English Wikipedia, CC BY 3.0, via Wikimedia Commons
The idea of getting featured on local radio or TV can seem like a distant dream for small businesses in the Philippines. But today, media exposure is not only for big brands with big budgets. With the right story, timing, and approach, your small business can earn airtime on local programs that reach millions of Filipinos.
Read on to know how you can promote your brand on local media without burning through your marketing budget.
Have a Newsworthy Story to Tell
Media coverage is all about storytelling. TV and radio producers are always looking for feel-good, inspiring, or informative content that resonates with their audience. When you browse through recently featured brand stories on news and vlogs, they’re likely:
Your business doesn’t necessarily have to fit into these examples. If your brand is doing something meaningful, there’s already a story there. Tell that journey in a way that focuses on people, not profit.
Know Your Local Media Landscape
Regional and local media in the Philippines still hold strong influence, especially in areas where internet penetration is limited. Here’s where to look:
These platforms often feature local entrepreneurs, community leaders, and stories with emotional or practical impact. Tuning into these programs regularly will help you recognize the type of stories they usually cover.
You have to convince these media outlets that your brand deserves a spotlight. Note that they are curious about two things only: why is your story worth telling now, and why should their audience care? Creatively present your answers by following this pitch structure:
Keep your pitch clever and succinct; 250-300 words are enough. Use conversational but respectful language, especially when emailing or messaging producers.
Leverage Special Dates or Events
Media love “timely” stories. Tying your story to a holiday, advocacy month, or news trend increases your chances of getting noticed.
For example, launching a local coffee blend in October promptly meets the International Coffee Day (October 1). Similarly, you can take advantage of your town’s fiesta season by releasing your fiesta-themed product within its time frame.
If there’s an event, trend, or social cause connected to your business, leverage it!
Build Relationships with Journalists and Producers
Before you pitch, cultivate relationships first. Once you’ve built some familiarity, it’s easier to connect with key persons whether via their DMs or email.
You can interact and reach out to different media people on Facebook, Twitter/X, and LinkedIn, whether they usually post stories, announcements, and network with co-industry professionals. Engage genuinely by commenting on their posts, sharing their work, and thanking them if they cover stories similar to yours.
A well-organized press kit, whether physical or digital, helps present your brand’s legitimacy. It also helps media people to understand your brand easily and decide which angle they want to highlight in the story. The following are vital inclusions in a press kit:
For digital media kits, you can use Canva and Google Drive to make it clean, presentable, and accessible.
Offer Value, Not Just Promotion
When approaching media, especially talk shows or radio interviews, make sure you’re bringing something of value to their audience. Prepare tips for fellow small business owners, cultural or historical insights about your product, or a story of your community impact. If possible, mentioning positive health or eco-lifestyle changes also yield good impressions.
For example, instead of plainly saying that you run a skincare brand, you can say: “I’d love to share how our products use native Filipino botanicals, and how we’re helping local farmers in Nueva Ecija.” This simple tweak presents your brand as a cut above the rest by letting the audience know more than what your product or service is.
Be Interview-Ready and Camera-Ready
When the opportunity comes, make it count. Practice answering basic questions, such as:
Speak naturally, keep answers short and heartfelt, and always smile. If possible, showcase your product in action, whether it's food being prepared, a craft being made, or your team interacting with customers.
Amplify Your Feature Once It’s Out
Once you're featured, make the most of it! Boost the content by sharing clips or links across your social media accounts and repurposing it as a blog, highlight reel, or even an ad.
In your posts, make sure to thank the media outlet and tag them to facilitate more interactions. Doing so also improved your media credibility, which can live far beyond the initial air date of your feature.
Partner with a PR and Digital Marketing Agency to Scale This Strategy
If you’re ready to grow your media presence beyond DIY efforts, partnering with a digital marketing and PR agency in the Philippines can help you scale faster. Working with one can give you more polished press kits and pitch materials, as well as better multi-platform campaign coordination.
The agency can also handle the legwork of identifying the best media opportunities for your brand, handle outreach and media relations, and even train you for interviews and public speaking. With their help, you can turn a small media feature into a bigger brand reputation strategy.
Filipinos are always hungry for real, inspiring, and local stories. Your small business has something to offer, especially if you know how to frame it well and approach the right platforms with confidence. So craft that pitch, build those relationships, and get your story heard!
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