There are two categories of entrepreneurs: those who wait for a journalist to call them… and those who create the conditions for people to talk about them. But, in a world where every second brings a new project, a new start-up or an announcement fighting for a little attention, attracting media is no longer a question of luck. It’s a strategy. And often, a story well told.
A journalist is not looking for a company… but an angle
This is the first thing that entrepreneurs often forget. The media do not want to “present a brand”: they want to tell something that touches, surprises or enlightens.
When a journalist opens his emails, he doesn’t read dozens of companies… he reads stories. And the stories that grab his attention have three simple ingredients:
- A clear issue: Why is this information important now?
- A human dimension: Who is behind this project?
- A real impact: What changes for customers, the city, the sector?
Entrepreneurs who understand this stop “communicating” and start “telling”.
Finding your story: the exercise that few entrepreneurs do
Many think they have “nothing exceptional” to tell. Yet the media is filled with stories of ordinary people who did something differently.
The exercise is simple: Ask yourself what, in your journey, could touch someone who doesn’t know you?
Maybe :
- you launched your business after noticing a real problem in your daily life;
- you created a solution that no one had imagined;
- you have overcome an obstacle which gives courage to others;
- you have observed a trend that the media is not yet seeing;
- you bring a simple but essential innovation to your sector.
In short: what seems “normal” to you can be, for a journalist, the start of a story.
The perfect moment to attract attention
You can have the best story in the world, but if it comes at the wrong time, it goes unnoticed.
The media reacts strongly to three types of timing:
1. Hot news
A new regulation, a change in behavior, an emerging trend…
If your activity sheds light on a subject that is already being talked about, you immediately become useful to journalists.
2. A concrete milestone in your business
- A launch
- A partnership
- A striking figure
- An innovation
- A milestone reached (e.g. 1,000 customers)
The media likes facts. Not the promises.
3. Calendar highlights
Christmas, back to school, summer, inflation, exams, consumer periods… The media are always looking for expertise related to current news. If your story fits into a rhythm that everyone knows, it becomes easier to publish.
The press release that doesn’t end up in the trash
The classic trap: press releases that are too long, too commercial, too self-centered. A good press release is more like a short article than an advertisement.
It clearly responds to:
- What ?
- Why now?
- Why is it important?
- For whom?
And above all: it must fit on one page.
The tone must be simple, factual, human. When reading your email, the journalist must think:
“It’s clear, it’s useful, it helps me tell something.”
The relationship with journalists: the real key
Attracting the media does not happen in one email, nor in one day. It’s a relationship that is built, like any partnership.
A few rules that change everything:
- Never send the same message to everyone : personalizes 2 sentences.
- Understanding the editorial line : we do not offer the same information to an economic media and to a lifestyle media.
- Give before asking : sometimes, sharing an analysis, a trend, a figure is enough to create a link.
- Be responsive : a journalistic request often has a lifespan of a few hours.
- Stay available : a journalist always remembers a reliable and reachable expert.
The entrepreneurs who do best are not those who have “the best communication”, but those who prove useful to journalists.
Online presence: the reassuring showcase
Before talking about you, a journalist will look for you.
He wants to check:
- your seriousness
- your expertise
- your real activity
- your consistency
A clear site, a human “About” page, and a simple but regular presence on the networks are often enough to give credibility to your media approach. No need to be viral: you have to be consistent.
The Fatal Mistake: Waiting to “Deserve” Attention
Many entrepreneurs think they will be ready one day, when the business is “strong enough”.
The truth: The media often talks before the company is big. This is even what helps them become one. If you wait for the perfect moment, you risk it never arriving.
