How to Pitch Your Brand Story to Podcasts, Panels and Press as a Black Founder
In an era where visibility can directly impact your business growth, learning how to share your story effectively is essential. For Black founders navigating creative industries and competitive start-up spaces in the UK, this isn’t just about media training or self-promotion. Owning your narrative in ways that feel authentic, culturally relevant and emotionally safe are crucial for Black . Getting in front of the right podcast hosts, panel organisers or journalists is not only possible—it’s powerful. But pitching your story requires more than a good product or service. It demands strategy, awareness and courage.
At Ariatu PR, we work with entrepreneurs and start-ups who are ready to build brands with lasting influence. That influence begins with storytelling and more importantly, with knowing how to pitch that story to the right people in the right way.
The first step is understanding what makes your story meaningful not just because you find it interesting, it has to be of interest to others it also can’t just be a story of numbers and milestones. As a Black founder, your values are often rooted in culture, community and innovation born from necessity. That’s what makes your story different and what makes it matter. Media decision-makers are looking for stories that resonate with their audiences. The more specific and honest you are, the more universal your story becomes.
For Black business owners who are entering into the media spotlight psychological safety matters deeply. Many Black entrepreneurs hesitate to pitch themselves because they have seen others be misquoted, misunderstood or reduced to simplistic narratives which make tabloid headlines. Ariatu PR believes that psychological safety is foundational to effective PR and media relations. You need to feel safe and supported in sharing your story, not worried about whether your voice will be flattened or your identity tokenised. That’s why we help our clients prepare not just the words but the mindset. We ensure our clients know their boundaries, feel grounded in their messaging and understand how to communicate with intention and control; giving the power to know when to walk away and say no when necessary.
Too often, Black founders are expected to explain, educate or conform to mainstream expectations in order to gain visibility but your story doesn’t need to be diluted to be powerful. When pitching to podcasts, event organisers or press, it’s crucial to approach platforms that respect your cultural context as well as your commercial potential. This means seeking out media spaces that understand the diasporic experience, value intersectional storytelling, and recognise the importance of your presence beyond a diversity check-box. We guide our clients toward platforms that amplify rather than extract.
Social relevance is another essential layer. The best media features and panel appearances connect your personal story with a wider conversation. Ask yourself: why now? How does your business speak to a current cultural moment, challenge an outdated industry norm, or offer a fresh solution to an ongoing issue? Black founders often operate at the intersection of innovation and impact, your pitch should highlight how your work fits into larger social, creative or economic shifts. This shows journalists and producers that your voice adds value not just to a segment, but to the bigger picture.
Preparation is key so make sure that you gain an understanding of each platform’s tone, audience and content style before you pitch. Take the time to consume the media if you want to be featured by the media, there’s no point in saying that you don’t watch or read the news and yet you want to be featured by it. That doesn’t make sense! Tailor your message, keep it concise and make it clear what you bring to the table. So whether you're hoping to join a podcast discussion or be interviewed by a journalist, you want to position yourself as someone who is ready as well as relevant and once the opportunity comes, media coaching helps you step into the spotlight with gravitas and composure.
At Ariatu PR, we don’t just secure media opportunities through media relations, we help our clients make the most of them. From crafting strong pitches to preparing for interviews and protecting your peace in the process, we understand what it takes to navigate the media landscape as a Black founder in a way that’s both strategic and sustainable. Your story deserves to be heard, but more importantly, it deserves to be heard in your voice and on your terms. When told with intention, care and confidence, your story can spark change, build credibility and create community. Ready to get your voice into the room? Contact us today to start building a PR and visibility strategy that centres your story and elevates your impact.