Bean There, Done That: PR Wins in 2026

Amelia sighed, staring at her overflowing inbox. Another dozen emails, mostly generic pitches, from PR agencies promising to help her small, artisanal coffee roasting business, “Bean There, Done That,” achieve national recognition. She’d launched Bean There three years ago in Atlanta’s Grant Park neighborhood, and while locals loved her ethically sourced single-origin roasts, breaking into the wider market felt like trying to scale Stone Mountain with a coffee scoop. She knew she needed to learn about media opportunities to grow, but every attempt felt like shouting into a void. Marketing was her biggest challenge, and traditional advertising was simply too expensive.

Her latest frustration stemmed from a missed opportunity. A local food blogger, known for her “Best of Atlanta” series, had featured three other coffee shops last month. Amelia had sent the blogger a polite email weeks prior, even offered a free tasting, but received no response. Her pitch, in hindsight, was probably too much about her and not enough about the reader. This isn’t just about getting mentions; it’s about getting the right mentions, the ones that resonate and drive genuine interest.

I’ve seen this scenario play out countless times. Founders, passionate about their product, struggle to articulate their story in a way that catches a journalist’s eye. They often think media relations is about sending out a press release and hoping for the best. That couldn’t be further from the truth. My firm, since 2018, has helped dozens of local businesses, from tech startups in Midtown to boutique retailers in Buckhead Village, navigate this exact challenge. The first thing I always tell them is that media relations is about relationships, not just announcements.

Amelia’s initial approach was common: spray and pray. She was sending out generic emails, often without personalizing them, and wondering why they weren’t landing. “I just don’t know what they want,” she confessed to me during our first consultation at my office near Ponce City Market. “I tell them about our sustainable sourcing, our unique roasting process, our community involvement – everything!”

My response was direct: “Are you telling them a story? Is it a story they can tell their audience?”

The fundamental shift needed is moving from a transactional mindset to a storytelling one. Journalists aren’t looking for free advertising; they’re looking for compelling narratives, unique angles, and information that serves their readership. According to a HubSpot report on PR trends, personalized pitches are 60% more likely to be opened and 40% more likely to result in coverage. This isn’t rocket science; it’s basic human connection.

We started by dissecting Bean There, Done That’s core identity. What made them truly different? It wasn’t just the coffee; it was Amelia’s personal journey, her commitment to direct trade with small farms in Colombia and Ethiopia, and the way she had transformed a neglected storefront into a vibrant community hub. We identified three distinct narrative pillars:

1. The Entrepreneurial Spirit: Amelia’s rags-to-riches story, leaving a corporate job to follow her passion.
2. Sustainable & Ethical Sourcing: The direct impact her business had on farmers abroad and the local environment.
3. Community Building: How Bean There became a cornerstone for local artists and remote workers in Grant Park.

Next, we focused on identifying the right media targets. Instead of a blanket approach, we researched specific journalists, editors, and producers who covered food, small business, sustainability, or local Atlanta culture. We looked at their past articles, their social media activity, and their preferred contact methods. This isn’t just about finding an email address; it’s about understanding their beat and what kind of stories they gravitate towards. For instance, we found a reporter at the Atlanta Journal-Constitution who frequently wrote about local businesses with a strong social mission. That became a high-priority target.

One of the biggest mistakes I see businesses make is sending a generic press release and expecting it to do all the work. A good press release is a factual foundation, but the pitch is the hook. We crafted tailored pitches for each journalist, highlighting one of Bean There’s narrative pillars that would most appeal to their specific audience. For the AJC reporter, we emphasized Amelia’s direct trade relationships and the positive economic impact on coffee-growing communities. For a local lifestyle magazine, we focused on Bean There’s aesthetic and its role as a neighborhood gathering spot.

Amelia, initially skeptical, saw the difference almost immediately. Her open rates for pitches jumped, and she started getting responses. Not always “yes,” but at least a “no, but thank you” or “not right now, but keep me in mind.” That’s progress! An editor at Atlanta Magazine responded, expressing interest in a piece about unique local businesses supporting global sustainability efforts.

“But what do I say if they call?” Amelia asked, a new wave of anxiety hitting her. This is where media training becomes indispensable. Many founders are brilliant at their craft but stumble when put on the spot by a journalist. They might ramble, get defensive, or fail to articulate their key messages concisely.

We put Amelia through a mock interview, complete with tough questions about coffee pricing and competition. I taught her the “bridge technique“: acknowledge the question, then pivot smoothly back to a key message. For example, if asked about rising bean prices, she learned to say, “Yes, global commodity markets are indeed volatile, which is why our direct trade model is so vital – it ensures fair prices for farmers, providing stability for them and exceptional quality for our customers.” It’s about control, not evasion. You want to answer truthfully, but always bring it back to your core narrative.

This preparation paid off. When the Atlanta Magazine reporter called, Amelia was ready. She spoke passionately about her mission, shared compelling anecdotes from her visits to coffee farms, and even offered to host the reporter for a tour and tasting. The resulting article was a fantastic half-page spread, complete with beautiful photography.

The immediate impact was palpable. Foot traffic to Bean There, Done That increased by 30% in the weeks following the article’s publication. Online sales of their beans, particularly their Ethiopian Yirgacheffe, saw a 50% surge. This wasn’t just anecdotal; we tracked website analytics, noting the direct referral traffic from Atlanta Magazine‘s online presence. We also saw a significant spike in social media mentions and tags.

This success wasn’t a fluke; it was the result of a systematic approach. After the Atlanta Magazine feature, we didn’t just sit back. We repurposed the article content for social media, shared it with Amelia’s email list, and even printed copies to display in the cafe. We also used the momentum to pitch other local outlets, referencing the Atlanta Magazine piece as a testament to Bean There’s newsworthiness. Building on existing coverage is a powerful tactic.

Another crucial element I always stress is visual assets. In 2026, media is highly visual. A journalist is far more likely to feature a business that provides high-quality, professional photographs. Amelia had some decent iPhone shots, but I insisted she invest in a professional photographer. We captured stunning images of her roasting process, the vibrant cafe interior, and Amelia interacting with customers. These weren’t just pretty pictures; they told a story themselves. When we sent these alongside pitches, the response rate improved even further.

Think about it: a reporter on a deadline needs to quickly assemble a story. If you provide them with compelling copy and ready-to-use, high-resolution images, you’ve made their job infinitely easier. That’s a huge advantage. We’ve seen this repeatedly; a compelling story with mediocre photos often gets passed over for a slightly less compelling story with excellent visuals. Publishers, especially online ones, need strong imagery to break up text and keep readers engaged. According to Nielsen data from 2023, articles featuring relevant images receive 94% more views than those without. The trend has only intensified.

The journey wasn’t without its speed bumps. We pitched a local TV station for a segment on small business resilience during economic shifts. They initially expressed interest but then went silent. Instead of giving up, we followed up with a new angle: a story about how Bean There was partnering with a local non-profit to provide coffee-making skills to underserved youth in the Peoplestown community. This provided a fresh, community-focused hook, and they eventually featured Amelia on their morning show. It’s all about persistence and finding that fresh angle. Sometimes you just need to keep chipping away at it.

My advice to anyone looking to learn about media opportunities and significantly impact their marketing efforts is this: be patient, be persistent, and always think like a journalist. What makes your story newsworthy? How does it impact the community? What unique problem does it solve or what unique experience does it offer? If you can answer these questions compellingly, you’re halfway there. And don’t underestimate the power of local media; sometimes, a feature in the Atlanta Intown newspaper can have a more direct and measurable impact on your business than a mention in a national publication.

Amelia, through her dedication and willingness to adapt, transformed Bean There, Done That from a local gem into a recognized brand across Georgia. Her coffee is now carried in several specialty grocery stores, and she’s even exploring a second location near the BeltLine. Her journey underscores that effective media relations isn’t about luck; it’s about strategic planning, genuine storytelling, and consistent effort.

The path to securing valuable media opportunities isn’t a secret; it’s a commitment to understanding the media landscape, crafting compelling stories, and building authentic connections.