
How Small Businesses Can Get Media Coverage Without a Big PR Budget | Ep 322 | DevReady Podcast
Public relations can help small businesses build trust, attract ideal customers and strengthen their authority without requiring a large agency budget. In this episode of the DevReady Podcast, Anthony Sapountzis, CTO and Co-Founder of Aerion Technologies and DevReady.Ai, speaks with Marie Dowling, Founder of Gust PR, formerly Newsary, and Co-Founder of The Club. Marie explores how founders can earn meaningful media coverage through niche publications, podcasts, newsletters and industry platforms, while using AI and predictive media intelligence to identify timely opportunities. Marie challenges the belief that valuable PR depends on mainstream media exposure. Specialist publications often provide a more direct route to relevant audiences and can improve visibility in AI-powered search, which increasingly draws information from trusted niche sources. Consistently pursuing smaller media opportunities can also help founders clarify their message, improve their presentation skills and establish the credibility needed to secure larger opportunities. The conversation turns to authentic thought leadership and the founder’s role in shaping it. PR professionals and AI tools can uncover trends, market questions and potential story angles, but the most valuable insights come from genuine industry experience. Marie explains that journalists need fresh, well-informed perspectives, while Anthony highlights how a clear public voice naturally attracts clients who align with a company’s values and approach. Manufactured controversy may generate brief attention, but long-term authority depends on substance, relevance and consistency. Marie also discusses the impact of social media algorithms and generic AI-generated content on professional platforms such as LinkedIn. She recommends using Google Alerts and targeted industry research to escape algorithmic echo chambers and discover meaningful conversations. Drawing on her experience of prototyping Gust PR without a technical team, she shares how mapping each human step helped her determine which tasks required automation, AI agents or human judgement. Anthony reinforces the importance of planning software before development, particularly as unstructured prompting can produce fragile products that are difficult to maintain. After an early product centred on AI-generated media pitches failed to address the deeper PR challenge, Marie spent three years rebuilding and repositioning Gust PR as a predictive media intelligence platform. The platform is designed to identify emerging topics and help businesses understand what to pitch, where to pitch it and when their expertise will be most relevant. Marie also discusses the rebrand from Newsary to Gust PR, plans to make the pitch-writing tool and supporting framework available for free, and the importance of choosing affordable PR support. Her central message is clear: a well-written pitch needs a timely, original and genuinely newsworthy story behind it. #DevReadyPodcast #SmallBusinessPR #ThoughtLeadership #ArtificialIntelligence #BusinessGrowth #AerionTechnologies


















