PR for Local Businesses | Megan Yocum and Johnny Reynolds of Buchanan Public Relations

PRGN Presents • Season 8, Episode 7 • Originally published as an audio podcast on April 2, 2026. Small business owners often ask whether they are too small for public relations. Megan Yocum and Johnny Reynolds, who recently became co-owners of Buchanan Public Relations near Philadelphia, say no business is. Every company has a story worth telling, and a PR partner can show a busy founder where to spend limited time and money. The best moment to call an agency, they say, is when planning starts on a new location or a big event. They coach clients on small budgets to take on much of the work themselves. And a local coffee shop gains more from regional podcasts and influencers with a few thousand loyal followers than from The Wall Street Journal. Dr. Adrian McIntyre asks how to reach owners who keep social media, advertising and PR in separate budget silos, and Megan describes using AI tools to stand in for a full-day persona workshop. Megan and Johnny also explain what owners should settle before that first call, from clear goals to someone with time to work with the agency. KEY TAKEAWAYS • No business is too small for PR, because every company has a story worth telling. • Bring in a PR partner as soon as planning starts on a big moment, such as a new location or an event, so there is time to shape the message. • On a limited budget, an agency can coach owners to handle much of the work themselves. • Choose the media your customers actually follow, which may mean local podcasts and influencers with a few thousand dedicated followers. • PR builds visibility and trust more than direct sales, so agree on clear goals before the first conversation. Read the full episode notes and transcript: https://prgnpodcast.com/episode/pr-lo... --------------------------------------- ABOUT THE GUESTS Megan Yocum is co-owner and principal at Buchanan Public Relations, with 15 years of experience in strategic communications in financial services, higher education, consumer goods, healthcare, nonprofit and professional services. She specializes in strategic messaging, thought leadership and content marketing, and holds PRSA’s certificate in leadership communication. • Learn more: https://prgn.com/agency/buchanan-publ... • Connect with Megan:   / meganryocum   Johnny Reynolds is co-owner and principal at Buchanan Public Relations, where he is director of media relations and works regularly with top-tier outlets including Bloomberg, Business Insider and The Wall Street Journal. Under his leadership the firm has won numerous awards for media relations campaigns. He also helps manage the agency’s digital practice and advises Villanova University’s PRSSA chapter. • Learn more: https://prgn.com/agency/buchanan-publ... • Connect with Johnny:   / johnnypreynolds   --------------------------------------- ABOUT THE HOSTS Abbie Fink is president of HMA Public Relations, the oldest continuously operating PR firm in Arizona and a founding member of PRGN. • Learn more: https://prgn.com/agency/hma-public-re... • Connect with Abbie:   / abbiesfink   Dr. Adrian McIntyre is an anthropologist and communications advisor specializing in the marketing and selling of expertise. He is a founding partner at Speed of Story, where he helps entrepreneurial experts and boutique firms clarify their positioning, package their intellectual property, market their premium services, and get paid for their thinking, not their time. • Learn more: https://adrianmcintyre.com/ • Connect with Adrian:   / adrianmcintyre   --------------------------------------- CHAPTERS 00:00 Podcast Intro 00:59 Meet Megan Yocum and Johnny Reynolds of Buchanan Public Relations 01:28 No Business Is Too Small for PR 03:26 When to Bring In a PR Partner 05:15 Equipping Small Businesses to Do Some PR Themselves 06:55 Why Does Your Small Business Want PR? 07:30 Seeing the Business From the Customer's Perspective 08:53 What's a Home Run? Local Media, Podcasts and Influencers 10:13 Breaking Down Budget Silos 13:10 Setting Goals and Expectations Within Any Budget 14:49 Making Time to Work With a PR Partner 15:32 Getting Clear on Your PR Goals 17:10 Podcast Outro --------------------------------------- vvvvvvvvvvvvvvvvvvv --------------------------------------- PRGN Presents features conversations with members of the Public Relations Global Network. No matter where you do business, there is a PRGN member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you: https://prgn.com/pr-agencies/