rom Unknown Candle Brand to TV and Magazines: Our Step-by-Step PR Strategies to Get Media

If you’re serious about how to start a candle business and you want to scale beyond friends-and-family sales, learning candle PR and how to get press is one of the fastest, lowest-cost ways to get massive exposure. I’m Sebastian from Candle Business PRO, and in this article I’m going to walk you—step by step—through the exact Public Relations strategies we used to grow Garden Beacon Candle Company to $1.5M in sales and how we use the same approach to launch new candle lines.

This is a practical, tactical guide that covers everything from a one-page press release template to subject lines that local journalists open, who to email at newspapers and TV stations, how to attach high-res photos, pitching gift guides and seasonal stories, and how to track coverage so you never miss an article about your brand. If you want to know how to start a candle business with real growth strategies, nail candle PR, learn how to get press, and use Public Relations strategically—this is for you.

Why candle PR and Public Relations should be part of your growth plan

When you’re figuring out how to start a candle business, it’s easy to get stuck on product development: the perfect scent, the ideal wick, label art, packaging. Those things matter, but the missing piece for many makers is distribution of attention—getting people to notice your products online and in the real world.

Candle PR and Public Relations amplify everything you’ve built. A single local news segment or a feature in an online publication can:

• Bring immediate sales and wholesale interest.
• Introduce your brand to local audiences who already trust the outlet.
• Create credibility and press clips you can use in future pitches and social proof on your website.
• Drive long-term SEO value when articles live online.

We used press strategically from day one—local TV, newspapers, and radio—and later targeted national pieces in places like Oprah Daily and Parade by pitching the right story at the right time. That exposure helped Garden Beacon scale rapidly and enabled us to donate over $75,000 to nonprofits through fundraiser partnerships. If you want to learn how to start a candle business that grows, candle PR and how to get press should be foundational skills.

Overview: The PR process for candle businesses

At a high level, the PR process we use looks like this:

1. Identify a newsworthy angle: community work, seasonal tie-in, or a meaningful “why.”
2. Write a one-page press release optimized for journalists.
3. Attach high-resolution images and a short media kit.
4. Build a list: local newspapers, TV stations, lifestyle reporters, radio, and niche national writers.
5. Send individualized pitches to national writers and mass BCC emails to local outlets.
6. Follow up politely, be available for interviews, and provide anything they need.
7. Track coverage with Google Alerts and save clips for your press page.

Below I’ll unpack each step in detail, share real examples (subject lines, press release text, photo guidance), and give templates you can copy and adapt today.

Start local: Why local media is your first win

When you’re learning how to start a candle business and execute candle PR, local media should be your first target. Local outlets are hungry for positive community stories and are more likely to cover small businesses with a strong human element—especially when you tie your brand to a local event or nonprofit.

Why local works:

• Local outlets compete for community feel-good stories—your brand can fill that need.
• Newsrooms are smaller and less bureaucratic than national magazines, so your pitch reaches editors faster.
• Local coverage translates directly into customers (people nearby who can buy or open accounts with local shops).

Example: We tied a tulip-scented candle (“Holland in Bloom”) to a major local festival—Tulip Time—and sent a press release titled “Local candle brand looks to Tulip Time to boost sales.” The TV station came out, filmed in our home studio, and ran the segment multiple times. The story sparked store calls to carry our product and drove immediate sales.

Writing a one-page press release that journalists actually use

Journalists are busy. If you can give them everything they need in a clean, one-page press release, you dramatically increase the chance they’ll run the story. Keep it short, punchy, and complete.

What to include on the one-page press release

• Header: Your brand name and contact information top-left (phone, email, website).
• For Immediate Release in all caps near the top so they know it’s a press release.
• Compelling headline: One-line, newsworthy, local hook (examples below).
• Dateline: City, State — Date.
• Lead paragraph: Who you are, what you’re announcing, and why it matters right now.
• Second paragraph: Context, mission, or the event tie-in—why readers will care.
• Quotes: 1–2 short, human quotes from the founder(s) or partner.
• Details: Pricing, availability, locations, website, charity partnerships, and any relevant facts.
• Boilerplate: A short about paragraph about your brand (2–3 sentences).
• Media inquiries: Repeat contact info and best time to reach you.

Sample one-page press release (copy/paste and adapt)

[Brand Name]
Media Contact: [First Last] | [[email protected]] | [phone number]
For Immediate Release — [City, State], [Month Day, Year]

Headline: Local entrepreneurs launch tulip-scented candle ahead of Tulip Time festival to raise funds for [Nonprofit Name]

[City, State] — [Month Day, Year] — [Brand Name], a small-batch candle company founded by [Founders’ Names], will debut a limited-edition tulip-scented candle titled “[Candle Name]” ahead of Tulip Time to raise funds for [Nonprofit Name]. A percentage of sales from the candle will be donated to support [cause].

“We started [Brand Name] to make goods that bring people together and to support causes we believe in,” said [Founder Name]. “Partnering with [Nonprofit Name] for Tulip Time felt like a natural way to celebrate our community and do some good.”

The limited-edition candle is available at [locations], online at [website], and will be featured at the [Event/Market] on [date]. Suggested retail price is $[xx].

About [Brand Name]: [One to two sentences about your company—year founded, mission, what you make, and any notable achievements such as funds raised or stores carried in].

For media inquiries or to schedule an interview, contact: [Name] | [email] | [phone].

Subject lines and hooks that get opened

The subject line is everything. Journalists wade through dozens of emails daily—your subject line must present a clear, newsworthy hook that feels relevant to their audience. Keep it local or tie to a timely event.

Local subject line examples

• Couple launches candle brand after leaving corporate world
• Local entrepreneur raises funds for animal shelter through new candle
• Small business creates tulip-scented candle ahead of Tulip Time
• New candle brand partners with [Local Nonprofit] to raise funds
• Local couple opens candle studio, creates jobs in [Town]

Seasonal/national subject line examples

• Pride Month: Small business donates proceeds to Trevor Project
• Gift Guide Pitch: Cozy, sustainable candles perfect for holiday gift lists
• Breast Cancer Awareness: Candle brand supports local screening programs
• Spring Festivals: Handmade candles capturing local flavor

Note: A compelling subject line paired with a tight, complete press release dramatically increases pickup rates. Make sure the subject reflects the same headline found in your press release.

Who to email: building your media list

Targeted outreach beats shotgun emailing. Build lists that include multiple contacts from the same organization—the lifestyle producer, assignment desk, health reporter, and local features writer. Here’s how to prioritize:

Local outlets

• City and regional newspapers (lifestyle and community sections)
• Local TV stations (assignment desk, lifestyle producers, morning show producers)
• Local radio stations (community affairs or weekend show hosts)
• Local blogs and community newsletters

Regional and national outlets

• National lifestyle sites that publish gift guides (BuzzFeed, Parade, MSN, Oprah Daily)
• Trade publications that cover retail, small business, or home goods
• Podcasts that interview founders and cover entrepreneurship

How to find the right author or producer

• Search by topic: If you want holiday gift guide placements, find last year’s gift guide author and email them.
• Check article bylines for reporters who covered similar stories.
• Look for producers of local morning shows—those segments often fill with lifestyle pieces.
• Use the “contact us” tip lines on station websites to gather additional addresses.

Tip: Save all emails into a spreadsheet and segment them by outlet type (local TV, local paper, national gift guide writers). This makes follow-up and future pitching faster.

Email pitch structure: What to put in the body of the email

When you send your press release, include it as both an attachment (PDF) and as the body of the email. That way, whether an editor wants to print it, forward it, or read it inline, they can. Keep the email short, helpful, and clear.

Local BCC-style email (mass to many local addresses)

Top line: FOR IMMEDIATE RELEASE — [Headline]
Then paste the one-page press release content underneath. End with “For media inquiries: [contact info].” Attach the PDF and high-res photos.

Personalized national pitch (individual author)

Hello [First Name],

I saw your [article name] from last year and loved the selection—are you updating it for this year? I’m the founder of [Brand Name], a small candle brand that [short tagline: ex. partners with nonprofits and creates sustainable candles]. We’d love to be considered for this year’s [gift guide/feature] and can provide product samples and high-res assets.

Attached is a short press release with product details and imagery. Please let me know if you’d like samples or additional information—I’d be honored to be included.

Best,

[Name] | [phone] | [website]

Note: This personalized approach is critical for national authors. Referencing their past work makes your email feel relevant and helpful, not spammy.

Photos and media assets: What to attach and why

Most stories need a photo. Sending the right images with your press release reduces friction for the journalist and increases the likelihood of coverage. Include both product and people images so outlets can pick what fits their layout.

Photos to prepare

• Founder(s) portrait (professional or high-quality, both horizontal and vertical)
• Candles in-context (shelf, market stall, event, or styled product shots)
• Close-ups of labels and packaging
• Photos showing community ties (you with the nonprofit, at the festival, handing over donation check)

Image specs:

• High-resolution (300 DPI or large pixel dimensions) to avoid pixelation.
• Provide horizontal and vertical crops for different layouts.
• JPEG or PNG formats work; include filenames that describe the image (ex. founder-firstlast-horizontal.jpg).

Attachment tip: If the images are too large to attach, include a download link in the email. But if you do attach, make sure the journalist can open the files fast.

What quotes to include (and how to write them)

Journalists expect quotes in articles. Even though you’re writing the release, provide a couple of natural, quotable lines from the founder and a partner if applicable. Keep quotes short and emotional—statements about mission, community impact, or the reason behind the product do best.

Simple quote examples

“We started [Brand] to create goods that bring people together and support causes we care about. Partnering with [Nonprofit] felt like the best way to celebrate our community.” — [Founder Name]

“We’re thrilled to see our tulip-scented candle resonate with festival-goers—this limited edition was inspired by the streets of our hometown.” — [Co-founder Name]

Good quotes sound human. Avoid corporate-speak or long, complex sentences. Give journalists lines they can lift easily.

Tying your product to seasonal events and gift guides

Timing is everything in candle PR. Tie your product to seasonal moments, holidays, local festivals, or national observances. Journalists already plan editorial calendars around these themes—if you pitch a relevant angle, you make their job easier.

Seasonal tie-in examples

• Local festival: Tulip Time, Covered Bridge, County Fair—create a themed scent and pitch as a local must-have.
• Holidays: Mother’s Day, Father’s Day, Hanukkah, Christmas—position candles as thoughtful gifts.
• Awareness months: Pride Month (June), Breast Cancer Awareness (October)—pair proceeds with credible nonprofits and pitch for cause-driven content.
• Gift guides: Early Q4—reach out in September/October to authors compiling holiday guides.

Pitching tip: Don’t wait until the last minute. For gift guides and national coverage, start outreach months in advance—often journalists start planning early.

How to pitch national publications (and why you must personalize)

Local mass BCC emails are fine for city papers and stations. For big outlets, personalization is critical. National writers want to know why your brand fits the specific story they write. Reference their previous article and make it easy for them to include you.

National pitch template

Hello [Name],

I loved your [article title] last year about [topic]. I’m reaching out because I thought you might be interested in a new product we’re launching that fits your coverage: [short product description]. We’re a small-batch candle brand that [one-line mission], and we’re offering a [angle: limited edition, charitable collaboration, sustainable materials].

Attached is a short press release and high-res images. I can send samples and notes on fragrance and materials. Would you like me to follow up with product samples?

Thanks for considering us—would be an honor to be included.

[Name] | [phone] | [website]

Key point: Smaller outlets often cover smaller brands. National outlets want either a strong data point, a larger cultural tie-in, or a unique angle. Don’t pitch a generic “we make candles”—pitch how your product fits a seasonal story, cause, or trend.

Fundraisers and cause marketing: a press-friendly strategy

One of the most powerful hooks for candle PR is partnering with nonprofits. Fundraisers give journalists a clear community impact story and make your outreach feel timely and valuable.

How fundraisers help:

• Nonprofits promote your product through their networks—free amplification.
• Journalists like feel-good, human-interest angles tied to community benefit.
• Fundraiser success gives you data points to include in future press releases (amount raised, number of supporters).

Example approach:

1. Create a special candle with a clear donation percentage (for example, 25–40% of sales).
2. Partner with a local chapter of a known nonprofit and agree on promotion channels.
3. Write a press release about the partnership and send to local media two to three weeks before the fundraiser launch.
4. Share images of the check handover or the first donation to boost follow-up stories.

We’ve used fundraiser PR to great effect, from pet-scented candles that support local shelters to Pride Month candles benefitting national organizations like the Trevor Project. That combination helped push our brand into national outlets and resonated with audiences who care about giving back.

Live TV and lifestyle segments: what they want and how to prepare

Local morning shows and lifestyle segments love demonstrations and high-visual stories. Be ready to show product, talk succinctly, and look presentable on camera. If a TV producer wants to come by, be available and prepared.

TV prep checklist:

• Have a tidy space to demonstrate—if your real workspace is messy, stage a clean area to film. (Realize staged photos are fine; producers appreciate clean visuals.)
• Bring multiple candles, packaging, and a clear sample to show texture and color.
• Prepare a 30–60 second soundbite about your brand and mission.
• Have a person ready to speak and a backup for logistics questions.
• Provide printed or emailed press release and media images to the producer.

We once had a producer film us in what was literally our bedroom-turned-studio. The segment aired at 5:00pm and replayed across several slots—resulting in immediate sales and wholesale interest. Don’t overthink presentation—journalists want the story; be ready to tell it cleanly.

Follow-up strategy: how often to reach out

Journalists are busy and sometimes your first email gets missed. Follow up—but be polite and brief. A single, friendly follow-up is often enough. If you’ve tailored your email to an author, wait a week to ten days before following up. For local mass emails, you can send again if the story timing is still relevant (e.g., one week before an event).

Follow-up template:

Subject: Quick follow-up — [Headline]

Hello [Name],

Just checking in—wanted to make sure you saw my earlier note about [headline]. We have images, samples, and can make someone available for interview if helpful. Thanks for considering.

Best, [Name]

Tracking coverage: Google Alerts and other monitoring

Once your press release is out, track coverage so you can amplify it and save clips. Google Alerts is free and essential. Set alerts for your brand name and founder name so you’ll be notified when articles appear online.

Other tracking ideas:

• Set alerts for key product names and campaign phrases.
• Use Google search operators for in-depth checks (site:domain.com “Your Brand”).
• Collect screenshots and links to add to your “Press” page on your website for credibility.

Sometimes outlets republish press release content verbatim. That’s okay—what matters is visibility and SEO value. We found unexpected pieces on Yahoo Finance and other outlets thanks to alerts. That’s how you learn about placements you didn’t even know you had.

Common mistakes to avoid in candle PR

• Don’t send a long, rambling press release—keep it to one page.
• Don’t forget contact info on the press release itself—assume it might be printed and left on a desk.
• Don’t only rely on mass emails for national coverage—personalize for big outlets.
• Don’t pitch unrelated stories: tie your product to a seasonal, timely, or local hook.
• Don’t skimp on images—low-quality photos reduce the chance of pickup.
• Don’t expect immediate national coverage without a national-level hook or relationship.

Measuring success: what to expect and KPIs to track

PR results vary but you can track several measurable outcomes after you send a press release:

• Number of articles and TV/radio segments published.
• Website traffic spikes (use Google Analytics to track source).
• Sales lift during and immediately after coverage.
• Wholesale inquiries and new retail accounts.
• Social media mentions and follower growth.
• Amount raised for a nonprofit (if fundraiser tied).

We saw immediate sales from local TV segments and long-term benefits from national mentions (e.g., inclusion in gift guides). Even if the number of direct sales isn’t huge, the credibility and press clips compound over time—use them in email signatures, product pages, and wholesale outreach.

Templates and checklists: put PR into action today

Below are condensed templates and a checklist you can follow the next time you prepare a press release or pitch.

Press release checklist

• Headline (compelling, local or seasonal hook)
• Dateline (City, State — Date)
• Lead paragraph: Who, what, why now
• Second paragraph: additional details, mission, and relevance
• 1–2 short quotes (founder, partner)
• Product details: price, availability
• Boilerplate: about the brand
• Media inquiries: contact info
• Attach high-res photos (people + products; vertical + horizontal)
• Attach PDF one-pager and paste release in email body

Email pitch templates

Local BCC-style email

Subject: FOR IMMEDIATE RELEASE — [Headline]

For immediate release — [Headline]

[Paste your one-page press release content here]

Media contact: [name, phone, email]

Personal national pitch

Subject: [Reference their article] — [Short idea: “gift guide candidate”]

Hello [First Name],

I saw your [article name] and loved the picks—are you updating it this year? I’m the founder of [Brand] and would love to be considered for this year’s [gift guide/feature]. Attached are images and details—happy to send samples. Thank you!

[Name] | [phone] | [website]

Case studies and real outcomes

Real examples illustrate how these tactics play out:

• Early in our business, a Tulip Time press release led to a TV segment filmed in our home studio. The exposure caused rapid sales spikes and multiple retail stores to reach out for wholesale accounts.
• Cause-based PR (donating a percentage of sales to national nonprofits during Pride Month) secured features in Oprah Daily and Parade, which drove national awareness and long-term traffic.
• Consistent local press over time built credibility that fed into higher wholesale conversions and recurring customers.

These wins weren’t accidental—they were planned: clean press materials, timely hooks, and follow-through. That’s the blueprint you can follow when learning how to start a candle business and use candle PR to scale.

Advanced tips: scale PR as your candle business grows

As you grow, expand your PR approach:

• Create a media kit page on your website with downloadable logos, high-resolution images, and one-sheet press materials.
• Develop relationships with a handful of go-to journalists by sending personal notes and occasional gifts (a sample candle with a handwritten card when you launch a new seasonal product).
• Monitor trade publications for retail and CPG coverage and pitch when you have data points (sales milestones, distribution wins, or charitable impact).
• Consider occasional paid placements for high-impact national features if they align with sales cycles (use paid wisely).

FAQs: Your candle PR and Public Relations questions answered

Q: When should I send a press release?

A: Send a press release when you have a clear, newsworthy hook: a local event tie-in, a fundraiser, a new store opening, a notable collaboration, or a seasonal product that fits an editorial calendar. Avoid sending releases for routine product drops—save press releases for stories that matter to an outside audience.

Q: How long should a press release be?

A: One page. Journalists prefer concise releases that provide all the facts without overloading. Include the full press release as the email body and attach a PDF version for printing.

Q: Should I pitch to many people at once?

A: For local media, a BCC to a curated list of local contacts is fine. For national writers, personalize each pitch. If you blast the same generic email to national outlets, it will be ignored or flagged as spam.

Q: What if a journalist asks for an interview at inconvenient times?

A: Be flexible. Media moves fast—if you can’t make a time, offer alternatives. If you have someone else who can speak (co-founder or manager), offer that person and ensure they’re briefed with key talking points.

Q: How do I handle negative press or mistakes?

A: Be transparent and responsive. Acknowledge mistakes, fix them quickly, and provide solutions. Most local outlets appreciate candor and will report responsibly if you handle the situation well.

Q: Will press always lead to sales?

A: Not always immediate sales, but press builds trust and long-term visibility. Local coverage tends to convert more directly into sales; national coverage offers brand awareness and credibility that compounds over time.

Q: How do I get into holiday gift guides?

A: Start early. Research last year’s gift guide authors and pitch them in September/October with high-quality images, product samples, and a clear retail price. Reference the prior guide and explain why your product is a fresh, relevant option.

Q: How do I price my press sample gifts?

A: Select a product that represents your brand well. You don’t need to send your most expensive item—send something high-quality and well-packaged. Be clear about sample availability and whether it’s refundable or promotional.

Putting it all together: a 30-day PR launch plan

If you’re launching a new candle or a seasonal campaign, follow this 30-day blueprint:

1. Week 1: Create a one-page press release and assemble images (vertical & horizontal). Prepare sample packaging.
2. Week 2: Build your media list—local outlets and targeted national writers. Personalize national pitches.
3. Week 3: Send local BCC press release and a handful of targeted national emails. Prepare for follow-ups and interviews.
4. Week 4: Follow up with top prospects, track responses, and prepare to share media coverage across social channels and your website. Send thank-you notes to outlets that covered the story.

Repeat this process for each major campaign or seasonal launch. Over time, your media list will grow and outreach will take less effort.

Conclusion: Use candle PR as a multiplier in how to start a candle business

Learning how to start a candle business means mastering product, brand, and distribution of attention. Candle PR and Public Relations are powerful multipliers: a well-crafted press release, timely hooks, strong images, and thoughtful outreach can move your brand from local to national audiences without a huge ad budget.

Remember the core steps: think local first, craft a one-page press release with quotes and assets, send to a targeted list, personalize for national writers, tie products to seasonal moments and fundraisers, and track coverage with Google Alerts. If you follow these steps consistently—as we did—you’ll see results: more sales, wholesale interest, and the credibility that comes from earned media.

If you found this guide useful and want templates or hands-on workshops, we offer deeper PR workshops and a community of makers who are building scalable candle businesses. Use what you’ve learned here as your foundation: press is not magic—it’s strategy, preparation, and consistent outreach.

Now go write your one-page release: pick your angle, take great photos, and get comfortable telling your brand’s story. The press is always looking for fresh, local stories—make yours the next one they pick up.