Free PR for Etsy Shops: How to Get Media Coverage Without Paying for a Publicist

Getting your Etsy shop featured in major publications like Oprah’s Favorite Things, BuzzFeed, or Forbes might seem out of reach—but it’s actually easier than you think. You don’t need to hire a pricey PR agency, have a massive following, or spend thousands of dollars on ads. With the right strategy, free PR for Etsy shops is 100% possible, and can lead to major exposure and sales.

This guide breaks down the proven steps from PR expert Gloria Chou that Etsy sellers are using right now to get featured—without spending a dime.

Why Free PR Matters for Etsy Shop Owners

PR (public relations) is one of the most valuable tools for growing your Etsy business. While marketing involves promoting yourself, PR gets others—like journalists and editors—to talk about you. This kind of third-party validation builds instant credibility, drives traffic, and earns high-quality backlinks that help your Etsy listings rank in search.

Best of all? Free PR for Etsy shops gives you long-term visibility without ongoing ad spend.

You Don’t Need a Huge Following to Get Featured

One of the biggest myths about PR is that you need to be famous or have thousands of followers. That’s simply not true. If you’re selling a product and your shop is open, you’re ready to pitch.

Journalists are always on the hunt for new, unique, and niche products to feature in gift guides, holiday roundups, and trend pieces. They rely on sellers like you to discover fresh items—and they’re often working on tight deadlines. Your pitch can help them meet their story goals, especially if your product ties into a timely theme or seasonal need.

Use the CPR Pitch Method for Better Results

To land free PR for your Etsy shop, you need a pitch that’s short, relevant, and well-structured. Gloria Chou developed the CPR method to help small business owners do exactly that:

• Credibility: Share who you are and what makes your Etsy shop unique.
• Point of View: Highlight 2–3 specific selling points about your product.
• Relevance: Explain why this product is perfect right now—for a trend, holiday, or current event.

Even if you’re not “newsworthy” in a traditional sense, you can still be incredibly relevant. For example, if your product makes a great gift, ties into a trend like “cozy home decor,” or supports a cause, that’s newsworthy to journalists writing seasonal or themed content.

Free Tools to Find PR Opportunities

You don’t need a media database to start doing PR. Here are free PR tools Etsy sellers can use to find journalists and real opportunities:

• HARO (Help a Reporter Out) – Respond to media source requests sent out multiple times daily.
• Source of Sources – A newer platform connecting small businesses with journalists.
• Substack – Many freelance writers post what they’re working on and accept pitches.
• Perplexity.ai – Use this AI tool to uncover trends and find relevant articles.
• Google Alerts – Set alerts for keywords related to your niche to track who’s writing what.

These platforms make it easy to stay plugged into what reporters need—so you can pitch them exactly what they’re looking for.

How to Write a Great PR Pitch for Your Etsy Shop

Writing an effective pitch doesn’t require copywriting skills or fancy tools. Just follow this structure:

• Subject Line: Make it read like a story title (e.g., “Top Eco-Friendly Gifts for Under $30”).
• Opening Line: Lead with relevance—tie your pitch to a trend or holiday.
• Bullets: List 2–3 product highlights that fit the article angle.
• Images: Embed low-resolution product photos directly in the email.
• About Section: Include a short paragraph about your shop, sourcing, and what makes you different.
• Links: Add direct Etsy product links and shipping info. Include affiliate links if you have them.

Tip: Always pitch just 1–3 items, not your entire catalog.

When to Pitch Seasonal Gift Guides

Gift guides are one of the easiest ways to get free PR for Etsy shops, but timing is everything. Here’s when to start:

• Online media: Start pitching 4–6 weeks before the holiday (e.g., mid-September for Christmas).
• Print magazines: Pitch 5–6 months in advance.
• Last-minute ideas: Media often publishes “last-minute gifts” and “gift card ideas” through January.

Plan ahead, and keep pitching new angles throughout the season.

Real Examples of Etsy Sellers Who Landed Free PR

Many Etsy sellers have used these free PR strategies to land incredible features. One handmade candle shop got featured on local TV by simply calling a newsroom and sharing her story about giving back to domestic violence shelters. Others have been included in BuzzFeed, Marie Claire, Food & Wine, and more—all through simple, well-timed pitches.

Final Tips for Getting Free PR for Etsy Shops

• Bundle your products: Curated gift sets often catch a journalist’s eye more than a single item.
• Follow up: Use email tracking to see who opened your message, and follow up weekly with new angles.
• Be specific: Tailor your pitch to the story. Generic emails won’t get traction.
• Don’t be shy: Journalists need great products and stories to write about. You’re helping them by pitching.

Want Help Getting Started?

If you’re ready to take your Etsy shop to the next level—not just with PR, but with proven strategies that drive consistent sales, Dylan Jahraus can help. Dylan’s Ultimate Etsy Course + Coaching has helped hundreds of sellers grow their revenue, land viral product exposure, and scale their shops—without burnout or guesswork.

Book your free qualification call today to see if you’re a fit:
Click here to schedule your call

Want more Etsy marketing tips? Tune into the Etsy Seller Success podcast, where Dylan shares insights, strategies, and real-world seller stories to inspire your growth.

And don’t forget to follow Dylan on Instagram for more tips and behind-the-scenes seller strategies!

About Gloria:
Gloria Chou is a small business PR expert and creator of the CPR Pitching Method, which has helped thousands of entrepreneurs get featured in outlets like Forbes, Oprah Daily, BuzzFeed, and more—all without paid ads or PR firms. Her mission is to make publicity possible for underdog founders through proven DIY strategies.

Connect with Gloria:
📸 Follow on Instagram: @gloriachoupr
💻 Watch the free masterclass: gloriachoupr.com/masterclass