Why Your Communications Strategy Is Failing Marginalised Audiences and How to Fix It

In today’s hyper-connected, socially aware world, brands no longer get a free pass for performative gestures or shallow campaigns. Consumers, particularly those from marginalised communities, are more attuned than ever before to the disconnect between a brand’s public messaging and its actual values. Despite this, many organisations still fall into the trap of treating inclusion as a seasonal add-on, rather than embedding it into the core of their communications strategy. The result? Campaigns that ring hollow, miss the mark or worse alienate the very people they claim to uplift.

At the heart of the issue is a lack of cultural intelligence. When communications strategies are developed without meaningful input from the communities they seek to reach, they often default to stereotypes, generalisations or vague, inclusive-sounding language that fails to resonate. PR and comms teams might amplify diverse voices during Black History Month or Pride, but neglect them the rest of the year and unsurprisingly, marginalised audiences notice. In a media landscape driven by authenticity and trust, that inconsistency erodes credibility faster than any press release can repair.

One of the most damaging assumptions is that a one-size-fits-all approach to messaging will work across different groups. This mindset flattens the rich diversity of Black, brown, LGBTQ+, disabled and other underrepresented communities into a monolith, ignoring the nuances that define them. It also reinforces the idea that “diversity” is a checkbox rather than a living, evolving ecosystem of voices, experiences and perspectives that deserve to be reflected in every aspect of brand communications from internal messaging to external campaigns.

If a brand’s leadership or PR team doesn’t reflect the communities they want to engage; it’s easy to fall into blind spots. This is why representation behind the scenes is just as important as what’s visible in front. It's not enough to hire a diverse influencer or spokesperson for a single campaign. The question should be: who’s sitting at the table when decisions are being made? Who has the power to shape the narrative before it reaches the public? Fixing a broken communications strategy starts with humility and active listening. It requires brands to go beyond surface-level market research and instead engage in ongoing dialogue with community stakeholders, cultural leaders and those with lived experience. It means moving away from crisis-driven inclusivity—only addressing marginalised groups when there’s backlash—and toward a communications ecosystem where these voices are centered from the beginning.

It also requires a deep, sustained commitment to education. Teams need to be equipped with more than just buzzwords or unconscious bias training. They need to understand the historical context, the structural inequities and the emotional labour that comes with marginalisation. Only then can they build messages that feel genuinely respectful, empowering and aligned with real-world needs.

To be honest though, this work is never truly finished because culture is always shifting and issues arise in real time. A strong communications strategy recognises this and stays agile, rooted in purpose but flexible enough to adapt. That means reviewing messaging regularly, responding to feedback with integrity and holding space for the communities you serve to be heard even when it’s uncomfortable.

The power of PR lies not just in managing a brand’s image, but in shaping the stories that define who gets seen, heard and valued. When done right, it can be a tool for systemic change, amplifying voices that have too long been silenced. But only if brands are willing to look inward, listen deeply and commit to doing the work. Marginalised audiences are not waiting to be “included”, they’re building their own platforms, their own narratives and shaping their own communities. The question is whether your brand will meet them with respect and authenticity or continue speaking into the void.

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.

Why Your Creative Business Needs a PR Strategy Not Just Social Media

For many start-ups and creative businesses, social media feels like the obvious first step for visibility. It’s fast, direct and (mostly) free. From launching a product on Instagram to building a loyal TikTok following, platforms like these have become essential marketing tools. But while social media is a useful tactic, it’s not a complete strategy and certainly not a substitute for public relations, building ongoing relationships with your customers and clients.

At  Ariatu PR, we work with creative entrepreneurs, startups and cultural brands who are doing incredible things. One of the first lessons we share? If you want long-term growth, meaningful visibility and strong reputation management, you need a solid PR strategy alongside your social media efforts.

Social media is great for visibility, but visibility without credibility is fleeting. A strong PR strategy places your business in trusted, influential spaces like respected media outlets, podcasts, industry blogs or event panels. When your work is featured in the press, it validates your expertise and positions you as a leader in your field. Imagine being featured in The Guardian, speaking on a BBC radio segment or contributing a thought piece to an industry magazine. That kind of coverage does more than get you clicks it builds trust, reputation and long-lasting brand equity.

Viral posts can leave an impression and change the trajectory of a brand’s journey but PR and media relations placements especially in digital media can solidify a reputation. A well-placed feature or article can rank on Google, be shared widely and offer long-term discoverability. PR creates a searchable digital footprint that helps customers and clients find you well beyond a trending moment. Want to improve your brand’s media presence over time? Check out how our PR campaigns for creative brands help build sustainable visibility.

What happens when something goes wrong? A late shipment, a controversial comment, a brand misstep? Social media can escalate things fast but it’s your PR strategy that protects your reputation. Effective PR is about managing how your business is perceived, both during everyday operations and in times of crisis. At Ariatu PR, we work with clients to craft consistent messaging, respond to issues with clarity and take control of their brand story across all channels. Our approach to reputation management helps you stay proactive, not reactive and ensures your voice remains authentic and strong, even under pressure.

Your Instagram followers may love your brand aesthetic, but are they your buyers, investors, partners or press contacts?

PR extends your reach beyond your direct audience to include:

• Industry gatekeepers
  
  

• Journalists and editors
  
  

• Cultural institutions and curators
  
  

• Business networks and investors
  
  

• Podcast hosts and thought leaders
  
  

If you want to grow your business, it’s important to speak to more than just your followers. PR opens doors to bigger opportunities and meaningful partnerships.

Your PR strategy wins can supercharge your content strategy. Just got a feature in Forbes? Share it on LinkedIn. Spoke at a creative panel? Repurpose the key takeaways on Instagram Reels. Did a podcast interview? Turn it into a tweet thread or a newsletter. When used strategically, PR fuels your social media with high-impact, high-credibility content that keeps your channels fresh and authoritative.

At Ariatu PR, we help our clients weave together media placements, digital storytelling, and community engagement for a truly integrated communications strategy.

Whether you’re a filmmaker, author, social entrepreneur or founder of a purpose-driven brand, you’re not just selling a product. You’re building a narrative, a community and ultimately a legacy.

Social media may win attention but it’s PR that builds a foundation. A great PR strategy allows your business to:

• Tell your story with depth and purpose
  
  

• Get featured in places that matter
  
  

• Cultivate a strong reputation
  
  

• Weather challenges with confidence
  
  

• Reach new audiences with intent
  
  

This is especially important for Black-owned, diasporic, and culturally driven businesses that deserve long-term amplification not just momentary visibility.

Ready to Elevate Your Brand?

At Ariatu PR, we specialise in helping creative, purpose-led businesses like yours move from social buzz to strategic visibility. From digital PR to media coaching and storytelling, we give you the tools to own your narrative and grow with confidence.

Get in touch today and let’s build a PR strategy that supports your mission, reflects your values, and leaves a lasting impact.

Why Media Coaching Is Essential for Black Entrepreneurs Ready to Own the Spotlight

For Black entrepreneurs in the UK, the journey to visibility comes with both opportunity and challenge. As more Black-owned businesses gain recognition and enter mainstream conversations, founders are increasingly called upon to represent their brands publicly, be it on TV, radio, podcasts, panels or in print interviews. But visibility without preparation can quickly become vulnerability. That’s where media coaching becomes an essential part of an entrepreneur’s toolkit. One of the things we pride ourselves on here at Ariatu PR is helping Black British entrepreneurs, start-ups and creative founders own the spotlight with clarity and confidence. Media coaching isn’t simply about memorising soundbites or putting on a mask and becoming someone else, it’s about learning how to show up as your most impactful self while navigating an industry that doesn’t always reflect your lived experience.

When a journalist calls or a producer invites you to appear on a panel, it can feel like a moment of triumph but without preparation, it can also lead to misquotes, discomfort or missed opportunities. Media coaching provides Black entrepreneurs with the skills to not only handle press interviews but to drive the conversation. We coach clients to stay grounded in their values, communicate clearly under pressure, and avoid common pitfalls, especially when dealing with questions that may be loaded, dismissive or based on stereotypes.

Black British business owners often face double scrutiny: judged both as entrepreneurs and as representatives of their entire community. That weight can be overwhelming, particularly when engaging with mainstream media that may not fully understand the nuance of their work or identity. Our coaching addresses this directly, helping clients build strategies to reframe difficult questions, highlight their mission and make their voice count on their terms.

One of the most common challenges we help clients navigate is message clarity. Many entrepreneurs are used to pitching to clients or investors but media interviews require a different skillset. A compelling media appearance isn’t just about listing your achievements it’s about storytelling. It's about being able to articulate your "why" in a way that resonates with wider audiences, especially when you're aiming to connect with Black consumers, diasporic communities or new markets. This is where our cultural understanding and communications expertise come together to support our clients in ways traditional agencies often miss.

For entrepreneurs whose brands are rooted in community, culture or activism, media coaching and media training also plays a crucial role in protecting their brand reputation. In a world where a single clip can go viral, we prepare our clients to stay poised under pressure, handle unexpected or insensitive questions and communicate with strength and grace. We’ve seen how thoughtful coaching can prevent reputational crises and instead transform tense moments into powerful statements of leadership and resilience.

Importantly, our media coaching is tailored not templated because we recognise that no two entrepreneurs are the same. A Black woman leading a publishing imprint will face different media dynamics than a first-generation founder building a tech platform. We adjust our approach to ensure the training is not only effective but personally empowering. From rehearsing interviews and curating talking points, to training for live TV or digital Q&As, our sessions are practical, real-world and anchored in understanding the UK media landscape.

Our work with Black founders and creative businesses across industries, from publishing to entertainment to consumer goods has shown us time and time again that when our clients are given the right tools, they shine; they lead panels with presence, inspire new audiences and grow their brands not just through great products or services, but through the power of their personal stories.

Media coverage can open doors: it builds credibility, boosts SEO, increases brand reach and fosters trust with consumers. For Black entrepreneurs especially, media coaching is the difference between being seen and being heard.

If you're a founder ready to own your voice, show up with impact, and protect your narrative, we’re here to help. Get in touch to learn more about our media coaching services and how we can help you or your team prepare for the spotlight your way.

Let’s make sure when the moment comes, you don’t just show up, you stand out.

Reaching Black British Audiences: How to Communicate with Authenticity and Impact

In order for businesses and organisations looking to connect meaningfully with Black British audiences authenticity and impact are essential. At Ariatu PR, we’ve seen first-hand how powerful and transformative communications can be when they’re rooted in cultural understanding and genuine connection. Whether you're a start-up, creative entrepreneur, charity or established brand, here’s how you can engage Black British communities with clarity and purpose.

The Black British population is not a monolith. It includes a rich tapestry of heritage, identity and experience spanning African, Caribbean and mixed-heritage backgrounds and diasporas, with generational differences, regional influences and evolving cultural shifts. Too often, campaigns target "Black audiences" as one homogenous group. This approach not only fails to resonate, it risks alienating the very people you're trying to reach. Start by investing time in cultural insights. Who are you trying to speak to? Are they second-generation British-Nigerian entrepreneurs? Young creatives of Caribbean descent? Black Gen Z trendsetters shaping online conversations? Tailoring your messaging to reflect specific lived experiences and values shows you’ve done your homework and it goes a long way. 

Representation matters but tokenism is transparent. If you’re in an organisation with very few Black people in your team, including Black faces in your campaigns is not enough. Are you also including Black voices in your creative process? Are your campaigns informed by people who truly understand the communities you’re trying to reach? Working with a culturally focused PR agency like Ariatu PR ensures your strategy is both inclusive and informed. We bring cultural context, media insight and community knowledge that make your campaigns more than just performative gestures. True representation also means engaging with the issues, aspirations and achievements of Black British people. Celebrate the creativity, resilience and excellence—but also acknowledge the systemic barriers many still face. Be bold enough to stand for something.

One of the most overlooked aspects of communications is relationship building. If you're only showing up during Black History Month, you’re missing the point. Black British communities want to see consistency, commitment and care. That means collaborating with Black influencers, content creators, publishers and media platforms year-round. It means attending Black-led events, supporting Black-owned businesses and spotlighting Black talent in meaningful ways. When we work with clients at Ariatu PR, we encourage long-term partnerships over one-off campaigns. This approach not only builds loyalty and brand trust but also unlocks deeper storytelling opportunities that resonate.

Remember that tone matters,  Black British audiences are highly attuned to inauthentic messaging. That “urban” slang or hashtag you think is trendy? It can quickly backfire if it feels forced or appropriated. Make sure that you focus on clarity, honesty and relatability. Work with creatives, writers and PR professionals who can help you craft messaging that reflects the voice and values of the audience you’re trying to reach. Whether it's a press release, social media campaign or brand manifesto your words must feel rooted in real understanding.

Digital PR is a game-changer for brands looking to connect with culturally engaged audiences. Social media platforms, podcasts, online magazines and community newsletters have become essential spaces for dialogue, discovery and influence within Black British communities. At Ariatu PR, we use a strategic mix of influencer outreach, media relations, content marketing and social media storytelling to amplify client messages in places that matter. From securing coverage in Black-owned media outlets to collaborating with trusted cultural commentators we help brands get seen, heard and respected.

Black British culture drives trends in music, fashion, art, language and more. From the Notting Hill Carnival to the rise of Afrobeats, from streetwear to spoken word, Black British creatives are shaping mainstream culture in undeniable ways.  So if that means supporting emerging artists, funding community programmes or sharing your platform respect for the cultural capital of Black communities should be baked into your strategy, not added on as an afterthought.

Reaching Black British audiences requires more than clever copy and good intentions. It requires empathy, insight and a willingness to do things differently. At Ariatu PR, we specialise in helping brands connect with African and Caribbean audiences in meaningful, sustainable ways through culturally rich storytelling, strategic media engagement and community-centred campaigns.

Let’s work together to communicate with authenticity and impact.