Getting Press as a Black-Owned Start-Up: What UK Media Wants to See

Getting press coverage as a Black-owned start-up in the UK is not just a matter of sending out a few emails or hoping to “go viral.” For founders navigating historically underrepresented spaces, securing meaningful, values-led media attention requires more than visibility, it demands strategy, emotional intelligence and a nuanced understanding of the media landscape.

We work with Black entrepreneurs and creative start-ups who are building brands rooted in culture, purpose, and innovation. Our approach to media relations goes beyond the basics of pitching and press releases. We believe that psychological safety, cultural nuance and social relevance are central to helping our clients be seen and heard in a way that is both authentic and impactful.

For Black founders, engaging with the UK media requires more than knowing what story you want to tell. It involves understanding how your identity, values and voice intersect with wider social narratives and media expectations. While the appetite for diverse voices has grown, so too has the scrutiny and pressure to “represent” entire communities. This can create a unique layer of tension, especially when founders don’t feel psychologically safe or culturally understood in media spaces.

That’s why we start by helping clients articulate their narrative from a place of clarity and confidence. We don’t just ask “what’s your product?” we explore why your story matters, who it’s for and how it fits into broader cultural conversations. This grounding helps clients navigate interviews, features and press opportunities with ease rather than with anxiety.

UK media professionals; editors, podcast producers, journalists and bloggers are constantly looking for stories that are socially relevant, timely and reflective of the world their audiences live in. If you're a Black founder launching a new venture, it's not just your business model that matters it’s your unique perspective, lived experience and the way your brand connects with real social needs.

For example, a sustainable fashion start-up led by a Black designer might not only pitch their eco-credentials, but also how their brand redefines beauty standards in fashion. A Black tech founder building a wellness app for underserved communities brings a critical and underreported lens to health equity. These aren’t “niche” stories, they are valuable contributions to public discourse. We help our clients highlight that value without diluting their voice.

Cultural nuance is especially important because what may resonate with mainstream media doesn’t always reflect how Black communities experience or interpret a story. At Ariatu PR, we bridge that gap by ensuring that storytelling is both media-ready and culturally grounded. We consider tone, language and historical context when preparing clients for interviews or drafting press releases. We also ensure that we’re connecting with media outlets from legacy newspapers to independent Black media who are genuinely invested in amplifying diverse stories.

Psychological safety is another crucial layer often overlooked in traditional PR approaches. Many Black entrepreneurs hesitate to engage with the media because they’ve seen how quickly narratives can be taken out of context or reduced to stereotypes for click bait headlines. We ensure our clients feel supported through media coaching, message development, and strategic guidance so that they can tell their stories without fear or compromise. We prepare clients not just to speak but to speak with power.

The reality is that media visibility can transform a start-up’s growth and credibility. Press coverage can help attract investment, customers, community and confidence. But it must be the right kind of coverage—aligned with your values, your voice and your audience. Ariatu PR takes pride in helping Black-owned start-ups craft media strategies that honour who they are while positioning them as powerful contributors to the business and creative sectors. We know that representation isn’t just about being seen, it’s about being understood.

If you’re a Black entrepreneur in the UK looking to grow your brand through thoughtful, culturally fluent media coverage, we’re here to help. Contact us to learn more about how we can work together to shape your story and share it with the world on your terms.