In our experience, most Chicago businesses that struggle to get press have a strong product and a weak pitch. Reporters pass on pitches that miss their topic, lack a clear angle, or read like ads. A PR agency closes that gap by shaping the story and getting it to the right reporter.
At Kurman Communications, we have pitched Chicago media since 1983. Here is what we have learned.
Key Takeaways
- Chicago newsrooms have fewer reporters, and they skip pitches outside their topics.
- The right angle matters more than big news.
- Recent press coverage now shapes what AI tools say about you.
Why Does Chicago Media Overlook Good Businesses?
Chicago media overlooks good businesses for three reasons. Newsrooms have fewer reporters. Most pitches, the short emails that suggest a story, miss the topic a reporter covers. And many pitches read like ads.
- Fewer reporters. About 20% of Chicago Sun-Times staff left through buyouts in March 2025. The Chicago Tribune cut eight newsroom jobs that July.
- Pitches that miss. Across the industry, 72% of journalists say fewer than a quarter of their pitches are relevant, according to Cision’s 2026 report.
- Pitches that read like ads. In the same report, 53% reject pitches that feel too sales-focused.
More press releases won’t fix this. Better-matched stories will.
What Makes a Business Newsworthy to Chicago Journalists?
A business becomes newsworthy when its story matters to a reporter’s readers right now. Journalists want a clear angle, a local link, someone to interview, and good photos. Being new helps, but the story still needs a reason to run this week.
In Muck Rack’s industry-wide State of Journalism 2026 survey, 88% of journalists said they ignore pitches outside their topic. And 78% said a pitch feels relevant when it affects their community.
These four angles earned our clients coverage:
| Story angle | Client example | Where it ran |
| Reopening | Kit Kat Club reopens in Lakeview after a $1 million makeover | Chicago Business Journal, Time Out Chicago |
| New neighborhood | Luella’s Southern Kitchen returns as an Albany Park brunch spot | Chicago Tribune, Crain’s Chicago Business, WTTW |
| Milestone | Chicago HELP Initiative marks 25 years and 1 million meals | ABC7 Chicago, FOX 32 |
| Expert moment | Our chef clients cook on local TV | ABC7 Chicago, WGN-TV |
What Does a PR Agency Change About Your Media Coverage?
Public relations, or PR, is how a business earns trust through voices other than its own. Media relations is the part of PR that works with journalists. The goal is earned media: coverage you don’t pay for, like a news story or TV segment. A PR agency shapes three things: your story’s angle, who hears it first, and when they hear it.
How We Turn a Business Into a Story Chicago Media Wants
- Find the angle. We look for the news inside your business, like an anniversary or a new chef.
- Match the reporter. We send each story to the person who covers that topic.
- Build the package. We pair a short pitch with strong photos and a ready spokesperson.
- Time it. We tie stories to dates reporters plan around, like Chicago Restaurant Week.
- Follow through. We share each story on your social channels so it keeps working.
Do You Need a PR Agency to Get Press?
Not always. Some owners land coverage on their own. An agency helps most when you lack time, contacts or a clear angle.
| Advertising | Doing PR yourself | Hiring a PR agency | |
| How readers see it | As an ad | As news | As news |
| What it takes | An ad budget | Your time and contacts | A fee for strategy and relationships |
| Best for | Dated promotions | Owners with time and a clear story | Steady, ongoing coverage |
How Does PR Work for Entertainment, Lifestyle and Small Business Brands?
The outlets and timing change by category.
Entertainment PR for Venues, Shows and Performers
Entertainment coverage runs on dates: previews, opening nights and reviews. An entertainment PR agency builds buzz before the doors open and keeps it going afterward. When Kit Kat Club reopened, it drew a Time Out Chicago first look and a review in The Infatuation.
Lifestyle PR for Restaurants, Nightlife and Hospitality
Lifestyle brands need journalists, tastemakers and creators on their side. A lifestyle public relations firm keeps your name in the news between your busiest nights. For Perry’s Steakhouse & Grille, that means stories around Chicago Restaurant Week, the holidays and new menus.
PR for Small Businesses on a Local Budget
Good small business PR starts with the outlets your customers already follow: neighborhood news sites, suburban papers, and local TV. Lantern Pizza Co. earned a Daily Herald feature on its family story.
Does Media Coverage Help You Show Up in AI Answers?
Yes. When someone asks ChatGPT or Gemini for a recommendation, those tools lean on independent sources such as news stories. A May 2026 Muck Rack study of over 25 million links found that earned media made up 84% of AI citations. Paid content made up 0.3%.
- Recent coverage counts most. Over half of the news articles cited were less than a year old.
- Small outlets matter. A neighborhood story can shape what AI tools say about you.
How Do You Choose Among Chicago PR Firms?
Judge a Chicago PR firm by its proof. Look for recent coverage in your category, a named person to pitch your story, and a 90-day plan.
Ask on every call:
- Who will pitch my story? Listen for a senior person’s name.
- Where have you placed businesses like mine? Listen for outlets and dates.
- What isn’t a story yet? A candid answer is a good sign.
At Kurman, founder Cindy Kurman and Senior Vice President Lee Barrie work on client accounts directly. As one client wrote in a Google review:
“I have worked with Kurman Communications several times and had outstanding results.”
What Should an Overlooked Business Do Next?
Start with one story. Pick your most timely angle, like a reopening or milestone, and match it to the reporter who covers it. Most overlooked businesses have a matching problem: their best story hasn’t reached the right reporter yet. As our founder, Cindy Kurman, puts it: “Out of sight IS out of mind!”
Ready to Get Your Story in Front of Chicago Media?
For help with that, talk with a PR agency in Chicago that has pitched local reporters and producers since 1983. On a first call, we’ll talk through your story angles and the outlets that fit. Call (312) 651-9000 or email contact@kurman.com to schedule a consultation.
FAQs
How much does PR cost for a Chicago business?
Pricing depends on scope. Most firms charge a monthly retainer, a project fee, or an event fee. Ask each firm for a written scope to compare proposals.
How long does it take to get media coverage?
Timely news, like an opening or a seasonal menu, can earn coverage within weeks. Features and TV segments take longer because reporters plan them further in advance. Each story you earn also makes the next pitch stronger.
Can a PR agency guarantee media coverage?
No. Editors and producers decide what runs. A strong agency improves your odds with the right angle, reporter and timing. If a firm promises placements, ask how. The answer often points to paid content, which AI tools rarely cite.
What will a PR agency need from me?
Plan to share your story, your calendar, and some time. Agencies need a spokesperson for interviews, good photos, early notice of news, and quick approvals. Reporters work on tight deadlines, so a fast yes can decide whether your story runs.
Should I hire a local Chicago firm or a national agency?
If most customers live in Chicagoland, a local firm usually fits better. It knows the neighborhood outlets and TV producers your customers follow. A strong local firm can still reach bigger outlets. Our clients have appeared in The Takeout, Food & Wine, and Elle India.
What if a reporter writes something negative about my business?
Stay calm and respond quickly with facts. Don’t argue online. Fix the problem behind the story, because a good reply won’t hide a real issue. A PR team can help you prepare a statement and talk with the reporter. Crisis communication is part of our core work at Kurman.
