How to PR Your Pop-Up: A Guide to Getting the Attention Your Store Deserves
Everything you need to know to get the attention your store deserves.
Pop-up stores are all about impact. Short-term, high-energy, and full of potential. But even the most beautifully designed space or best-selling product can go unnoticed without the right publicity.
This guide walks you through how to PR your pop-up store like a pro, whether you’re doing it solo or on a shoestring budget. From building your press calendar to crafting your own press release, we’re here to help you plan ahead and build buzz that actually brings people through the door.
Why PR Matters for Pop-Ups
Pop-up stores are, by nature, temporary, which means your window to make a lasting impression is short. PR helps amplify your presence beyond the physical space. It tells your story, connects you to the right audiences, and creates momentum that lasts even after you pack down.
It’s not about getting into every major newspaper. It’s about being intentional with your visibility and using the right tools (and relationships) to get noticed.
1. Build Your PR Calendar Early
Timing is everything. Ideally, you should start planning your PR activities 6–8 weeks before opening day. Use a simple calendar to map out key dates:
Pitch deadlines for media and blogs
Launch day (and soft opening, if you’re doing one)
Content creation days for photos/videos
Social media rollout
Post-launch coverage and wrap-ups
Having this plan helps ensure you’re not scrambling last minute, and it keeps your story fresh at every stage.
2. Know Your Story and Tell It Well
Before you write a press release or post on social media, be clear on what you’re actually sharing with the world. Ask yourself:
Why is this pop-up happening now?
What makes your product, brand, or concept different?
What will people experience when they visit?
The strongest PR is built around story. Find the emotional hook or the broader relevance. Whether that’s sustainability, culture, creativity, or innovation, and build your message around that.
3. Create a Press Kit or Media Folder
Journalists and content creators are busy. Make it easy for them to write about you by preparing a simple press kit with:
A short bio or background of your brand
Clear details about the pop-up (what, when, where, who)
A few high-quality images (including one landscape image for blog use)
Links to your website or socials
Contact info for follow-ups
You can use Google Drive or Dropbox to host the folder and share the link in your pitch.
4. Write Your Own Press Release (Template Below)
You don’t need a PR agency to get press. A clear, engaging release goes a long way.
Here’s a basic structure:
- Headline: Bold statement or hook
- Subheading: Short sentence with key info
- Opening paragraph: The who, what, when, where, and why
- Second paragraph: More details about the pop-up (location, dates, special offers)
- Final paragraph: Brand background and how to get in touch or learn more
Keep it under 400 words and tailor your pitch email to each media outlet.
5. Reach Out to the Right People
Start with your local media, bloggers, and even community Facebook groups. Identify people who regularly cover events or businesses in your area. If you’re in a niche (fashion, food, design), reach out to creators and writers in that space.
If you’re inviting influencers, keep it simple: offer them a sneak peek, free product, or exclusive content opportunity in exchange for a mention or story.
6. Nail Your Social Media Rollout
PR isn’t just about traditional media. Social media is one of the fastest, most cost-effective ways to build excitement.
Here’s a quick checklist:
Use Instagram Stories and Reels to tease your space as you build
Post countdowns and event reminders
Partner with local creators to spread the word
Use geo-tagging and location-specific hashtags
Create a pop-up hashtag for attendees to share their own content
The goal is to create a sense of “I need to check this out before it disappears.”
Final Thoughts
PR is about more than publicity, it’s about presence. When done well, your pop-up store becomes more than a place. It becomes a story people want to be part of.
With a bit of planning, the right message, and some social-savvy effort, you can turn your short-term space into long-term brand impact.
📩 Reach out to PopHub — we’re always happy to help get your story out there.
