The Media Doesn’t Care About Your Brand Until You Give Them a Story Worth Telling

Many entrepreneurs and founders, especially those from underrepresented backgrounds, often feel frustrated when media coverage doesn’t come easily. You’ve built something meaningful, your community believes in it and your product or service adds real value. So why aren’t journalists and editors picking up your press releases or responding to your emails?

The answer is simple but powerful: the media doesn’t care about your brand until you give them a story worth telling. This may sound harsh but it’s actually empowering. It shifts the focus from trying to prove your worth to articulating it through narrative. In a world saturated with noise, stories are what cut through. Facts, figures and flashy branding are lovely and might work well for trade/industry press but human stories are what move people.

A journalist’s job is to find narratives that resonate with their audience, spark emotion, challenge perspectives or provide insight. A brand on its own isn’t a story but a founder who overcame barriers to build something from nothing, a community initiative born from lived experience or a creative campaign that challenges stereotypes; these are stories that editors pay attention to.

At Ariatu PR, we often tell clients that PR isn’t about hype or ego-driven attention seeking, it is about aligning your brand’s message with timely, culturally relevant conversations is what makes media professionals take notice. For founders from marginalised communities, your lived experiences, values and perspective are assets, not obstacles but they must be communicated in a way that connects your personal mission to something bigger than your product.

The most compelling media stories have something compelling that draws audiences to them. What problem were you trying to solve when you launched? What personal or social context shaped your decision? Who did you want to uplift, and why? When you strip away the corporate speak and lean into authenticity, you uncover the gold journalists are searching for.

Another crucial element is understanding the media landscape. Not all press is created equally; national newspapers, niche & trade publications, podcasts, newsletters all serve different audiences. Tailoring your story for the right platform is just as important as the story itself. Sending a generic press release to 100 journalists is far less effective than building a relationship with one journalist whose style aligns with your values and industry.

It’s also important to remember that timing and cultural context matter. Is there a wider conversation happening about sustainability, representation, youth culture or entrepreneurship that your story fits into? If so, use that context as your entry point. The media responds to stories that feel urgent, relevant and above all, human.

PR is not just about being featured, it's about being understood. Your goal isn’t just exposure; it’s resonance. That only happens when you tell stories that are honest, brave and specific. So if you’re wondering why your brand isn’t landing in the press, start by asking yourself: what’s the story I’m telling, and why does it matter now? If you can answer that with clarity, truth and passion, you’re no longer just pitching to the media. You’re inviting them into something meaningful and that’s when they start to care.

We can help you to shape your message and your story in a compelling way. Get in touch to find out how.