| Channel | Best for | Buyer intent | Test budget | Time to signal | Stage |
|---|---|---|---|---|---|
| PR / earned media | Moments with a genuine news hook and a credible story. | Not looking yet | $500–5k | Months | Have customers |
| Awards / directories | Categories where buyers shortlist from directories and 'best of' lists. | Already searching | <$500 | Weeks | 0 to 1 |