How to Get Featured in Local Media as an Etsy Maker (PR Checklist)

Landing local media coverage as an Etsy maker is very doable when you make a journalist’s job easy from the first email. Local newspapers, magazines, radio, and TV producers look for a clear community tie-in, a strong visual, and a simple reason to cover it now, not a generic shop-link pitch. Have a tidy press kit ready (short founder bio, high-resolution photos, product names and prices, where you’re based, and how to get samples), then send a brief, personalized media pitch to one specific contact with a subject line that states the story angle upfront. The sneaky mistake is burying the real hook in paragraph three.

Newsworthy local story angles that fit an Etsy shop

Maker angle swipe file for local press

Local editors do not need you to be famous. They need a clear, local story with a human face and something viewers can picture. A good formula is: Local Etsy maker + what you make + why it matters + what’s new right now.

A few reliable angles you can adapt:

• “I started this Etsy shop in [Neighborhood/City] to solve a problem.” (Example: allergy-friendly earrings, sensory-friendly clothing tags, teacher organization tools.)
• “A local tradition, made modern.” (Heritage craft, family recipe turned into giftable goods, vintage techniques, regional motifs.)
• “From local materials to finished product.” (Upcycled textiles, locally milled wood, region-specific flowers, reclaimed items.)
• “Custom work for real local moments.” (Wedding party gifts, team spirit items, school fundraiser products, new-baby gifts.)
• “A one-person business that ships nationwide from [City].” (The behind-the-scenes of packaging, quality checks, and customer notes.)
• “Collab story.” (Etsy maker partners with a local photographer, florist, boutique, or nonprofit.)

When you pitch, write it like a story, not a sales blurb. Mention your Etsy shop name once, then focus on the angle and the visuals.

Seasonal and timely hooks that get editors interested

Seasonal hooks work because they come with built-in deadlines. Tie your Etsy products to what locals are already thinking about, then offer a quick visual.

Examples that often fit an Etsy shop:

• Gift guides (Mother’s Day, graduations, winter holidays)
• Back-to-school and teacher appreciation
• Wedding season and engagement season (custom favors, signage, getting-ready gifts)
• Home refresh moments (spring cleaning, moving season, first apartment)
• Local events (street fairs, county festivals, sports playoffs, big annual fundraisers)
• “Trend meets local” (a popular color, theme, or style, interpreted through your handmade process)

Keep the hook specific: “Last-minute personalized gifts that can be made in 48 hours in [City]” is stronger than “Great gifts on Etsy.”

Local proof points to include in your angle

Make it easy for a journalist to justify why you belong in local coverage. Include 3 to 5 proof points in your pitch:

• Your exact location (city, neighborhood, or nearby suburb)
• What “handmade” means in your shop (your process in one sentence)
• Local sourcing, local printing, or local partners (if true)
• A concrete milestone (first craft fair, 1,000th order, new product line, studio move)
• Community tie-ins (donations, school partnerships, nonprofit collaborations)
• One short customer story, ideally local (with permission)
• Visual assets you can provide fast (process photos, finished product shots, packaging shots)

Etsy shop and listings PR ready before you pitch

What to link: shop page vs specific listing

Link the shop homepage when your angle is about you as a local maker: your origin story, your process, your studio, or a community tie-in. Editors will skim your shop to confirm you are real, local, and consistent.

Link a specific listing when the story is product-first: a gift guide, a “best of local” roundup, a seasonal pick, or a segment where they need one clear item to show on camera.

In most pitches, include both: one primary link (the one you want them to feature) and one backup link. Make sure the listing you send is active, easy to understand in 10 seconds, and does not require a long scroll to find the key details.

Made to order timelines, inventory, and capacity notes

Before you pitch, make your fulfillment promises match reality. If you are made to order, set a processing time you can hit even during a spike in orders. On Etsy, processing time drives the “ship by” date buyers see, and it is based on your schedule settings, including weekends and holidays. Processing times and “ship by” dates are worth double-checking right before any media push.

Also sanity-check:

• Inventory quantities for ready-to-ship items
• Variation-specific timelines (if some options take longer)
• Capacity notes in your listing description for truly limited runs

If you cannot handle a rush, do not pitch yet. Or pitch a waitlist-style angle and be upfront about lead times.

Contact details and brand basics to verify

Journalists will look for quick signals that your Etsy shop is legit. Tighten the basics:

Use a clear shop icon and banner, a short shop announcement, and an About section that says what you make, where you are based, and what makes your work different. Keep your shop name, product naming, and tone consistent across listings.

For contact, give press a direct email in your pitch (a dedicated inbox helps). Inside Etsy, make sure buyers can easily reach you through Messages, and your shop policies are complete and current.

One page press kit assets local media actually use

Product details: names, prices, variations, where to buy

Your one-page press kit should let a producer copy and paste accurate product info without chasing you.

Include a tight product block for 3 to 6 bestsellers:

• Product name (match your Etsy listing title closely)
• One-sentence description in plain English
• Price and price range (include the “starts at” price if customized)
• Key variations (sizes, colors, personalization options)
• Production notes (materials, care, safety notes if relevant)
• Where to buy (your Etsy shop link, plus the exact listing link for the featured item)

If you offer local pickup or local delivery, say so. Local outlets love “available in town” details.

Photos, process shots, and usage permissions

Local media wants strong visuals. Give them options they can use immediately: 2 clean product “hero” photos, 1 lifestyle photo (in use), 1 process shot (hands making it), and 1 maker portrait. If your Etsy listings are already dialed in, you can often pull from the same set. Etsy’s own guidance on photo types is a helpful checklist when you are building this library: 7 Essential Types of Product Photos.

Add a simple usage note in the press kit, like: “You may use these images for editorial coverage of (Shop Name) with credit to (Name/Shop). For other uses, contact us.”

Suggested file names and a shareable folder layout

Keep files easy to sort and impossible to confuse.

Use a shareable folder with:

• 01_About (one-page press kit PDF)
• 02_Product_Photos
• 03_Lifestyle
• 04_Process
• 05_Maker_Headshot

File name pattern: ShopName_Product_ShortDescriptor_Color_Year.jpg
Example: RiverCityCeramics_Mug_Hero_Sage_2026.jpg

Local media list building for newspapers, TV, radio, and newsletters

Non traditional local placements worth pitching

Do not limit yourself to “the big paper” or the evening news. Etsy-friendly product stories often land faster in smaller, focused outlets where the audience loves local shopping and maker culture.

Good local targets to add to your list:

• City and neighborhood newsletters (including independent email newsletters)
• Local lifestyle magazines and weekend “things to do” sections
• Chamber of commerce and downtown association blogs
• University and community radio stations
• Local podcasts (business, arts, weddings, parenting, food, home)
• Event calendars that publish “local gift guide” or “market picks” roundups
• Museum, library, and community center newsletters (especially if you teach workshops)

These placements still count as press. They also send highly qualified traffic to your Etsy shop because the audience is nearby and ready to buy.

Finding the right editor, producer, or host

The fastest way to get ignored is pitching the wrong inbox. Aim for a person who already covers features, lifestyle, community, or small business.

Look for titles like:

• Features editor, lifestyle editor, arts editor, food editor, community editor
• Shopping editor or “gift guide” writer (sometimes freelance)
• Morning show producer, segment producer, digital producer (TV)
• Assignment desk (TV) if you truly have a timely local story
• Show host or producer for community segments (radio and podcasts)

If you cannot find a direct name, use the most specific generic address (like “lifestyle@” rather than “news@”).

Quick research to tailor each pitch

Spend 10 minutes per outlet. It changes your reply rate.

Before you email, confirm:

• What they publish (and what they never publish)
• Their format (short roundup vs long profile vs live demo)
• The visual style they like (process shots, studio tours, quick product hits)
• Lead time (some gift guides are planned weeks ahead)

Then mirror their language in your first two sentences and pitch one clear angle. If your Etsy products fit a series they already run, say so plainly and point to the single best listing that matches it.

Pitch emails that get replies from local journalists

Subject lines for maker pitches and product roundups

Your subject line should read like a mini headline. Put the local hook first, then the “why now.”

Examples you can copy and adjust:

• “Local Etsy maker in [City]: custom [product] for [season/event]”
• “[City] gift idea: personalized [product] made in 48 hours”
• “Studio story: [Neighborhood] maker turning [material] into [product]”
• “For your [Outlet] gift guide: [price point] handmade [product] from [City]”
• “TV friendly demo: how I make [product] (local Etsy shop)”
• “Local small business: [Shop name] ships [product] nationwide from [City]”

Avoid vague subjects like “Collaboration” or “Press inquiry.” They look like spam.

Two ready to send pitch templates

Template 1: Local maker feature (profile or short web story)

Hi [Name],

I’m [Your Name], a [City/Neighborhood]-based Etsy maker. I make [what you make] using [one clear process detail].

I’m reaching out because [angle in one sentence, tied to local relevance]. The visuals are strong: [2 to 3 visuals, like process shots, finished items, studio setup].

If this fits what you cover, I can share a one-page press kit and high-res photos today. The best link to preview is [shop or listing link].

Thanks,
[Name]
[Email] | [Phone if you want]
[Etsy shop link]

Template 2: Product roundup or gift guide

Hi [Name],

For your upcoming [season/guide], I wanted to share a local pick from my Etsy shop, [Shop Name]. It’s a [product] that’s popular for [use case], and it starts at [$X].

Quick details: [1 sentence description]. Options: [top variations]. Processing time: [X business days].

Here’s the listing link: [listing]. If you need more choices at a similar price point, I can send 2 or 3 alternates.

Best,
[Name]
[Email]
[City/Neighborhood]

Timing, lead times, and one polite follow up

Pitch earlier than you think. Gift guides and seasonal roundups can be planned weeks ahead, while daily segments and web posts can move faster if the angle is timely.

A simple rhythm that works:

• Send your pitch Tuesday through Thursday morning in the outlet’s time zone.
• If you have not heard back, send one short follow up 5 to 7 days later.

Keep the follow up helpful, not pushy. Add one new piece of value, like a fresh photo, a sharper local hook, or a clearer “why now.” If they still do not respond, move on and pitch the next outlet on your list.

Interview and product sample logistics for makers

Demo friendly ideas for TV and podcasts

For local TV, think in visuals and simple steps. The best segments are things you can show in under 3 minutes.

A few demo-friendly ideas that work well for Etsy makers:

• Personalization on camera: stamping, engraving, heat press, embroidery, vinyl application
• “From blank to finished”: one item at each stage so the result is instant
• Packaging and shipping: how you pack fragile items, include care cards, and keep orders organized
• A quick “how to style it” setup: jewelry, party decor, home goods, or seasonal displays

For podcasts and radio, visuals matter less. Bring clear talking points: why you chose Etsy, your niche, pricing in handmade, what “custom” really means, and a relatable behind-the-scenes moment (a production surprise, a holiday rush lesson, a customer request that changed a product).

Sample policy: shipping, loaners, returns, and timing

Media outlets vary. Some will only feature items they can buy. Others accept samples, but prefer a loaner.

Set a simple sample policy you can paste into emails:

• Is this a gift or a loaner?
• Who pays shipping both ways?
• Return window (example: 14 days after the segment runs)
• Condition expectations and what happens if it is damaged on set
• What you need from them (shipping address, deadline, and any format requirements)

If you ship samples, treat it like a real fulfillment moment. Use tracking, pack like it is going to a customer, and make sure your Etsy processing times still reflect what you can handle.

Basic disclosure expectations when gifting items

If someone posts about your product on social media because you provided it for free (or at a discount), that connection usually needs to be disclosed clearly. The FTC’s guidance is a solid baseline, especially for creators and hosts who also publish online: FTC’s Endorsement Guides: What People Are Asking.

For journalists, disclosure and gifting rules can be stricter. Ask what their outlet allows, and never tie a free item to a promise of coverage.

Also, if you route any “press” orders through your Etsy shop, avoid anything that looks like review manipulation. Etsy’s rules on reviews and shilling are covered in the Etsy Seller Policy.

After you get featured: share it, archive it, and track results

Thank you notes, tags, and easy social amplification

Send a short thank you the same day the story runs. Keep it human. One or two sentences is enough. If you had a great experience, offer to be a future resource for local maker segments.

Then amplify without spamming:

• Share the story once as a main post, then again in Stories or a short reel with a behind-the-scenes clip.
• Tag the outlet and the journalist or host (if they welcome tags).
• Reuse your best quote as a simple graphic, and point people to your Etsy shop for the featured item.

Save a clean screenshot or PDF of the coverage too. Links change. Local pages get archived.

Add press mentions to Etsy and your site

On Etsy, keep it simple and accurate. Add a brief “Featured in local media” line in your shop announcement or About section, and mention the specific product that was highlighted.

Avoid using publication logos unless you have clear permission. And do not imply an endorsement. A straightforward “as featured” mention is usually enough.

If you have a separate website, add a small Press or In the Media area. Include the outlet name, date, and a link, plus 1 to 2 great product photos.

Simple tracking with UTM links and coupon codes

If you share the feature on social or in email, use a trackable Etsy link with UTM parameters so you can tell which posts drove clicks. Google Analytics supports standard UTM fields like source, medium, and campaign.

For conversion tracking, create a unique Etsy promo code for the feature (example: CITYNEWS10). Ask the producer to include it in the caption or show notes if that fits their format. Etsy lets you create promo codes in Shop Manager under Marketing > Sales and Discounts, and you can share that code anywhere you promote the story.