Strategic Storytelling: Why Many Leaders Are Not Getting the News Coverage They Deserve + How to Fix That
- editorial team
- May 4
- 3 min read
Understanding the transition from your mission to an intriguing narrative takes a shift in how your organization communicates its immediate value to the world.
By: MMM Editorial Team, Keirah Chen
You have built something special. From a service that shifts systems to a program that fulfills community needs, the work and success are undeniable. Yet, for many CEOs and founders, there is a frustrating disconnect: the work is growing, but the media coverage is stagnant. As former journalists who now specialize in PR, we see this gap every single day. There are many entrepreneurs and leaders not getting news coverage.
But we know it is not a lack of talent or dedication.
It is a lack of translation.
The newsroom is swarming with good ideas, but what ends up being published are stories with a sense of urgency. If a story doesn't feel like it must be told today, it is often lost in the shuffle of a 24-hour news cycle.
[Related] Big launch coming up? Use the same workbook other entrepreneurs, authors and creatives have used to secure major news interviews, press and PR features
In order to break through, you must stop pitching your story as a product and instead, present it as an immediate solution to the world’s biggest problems.
The Art of “Right Now” – How Urgency Solves Not Getting News Coverage
Most news journeys are delayed by two major roadblocks: a lack of immediate relevance and a lack of focus on the reader.
The pitch should emphasize why this story matters on a random weekday morning and should contain a hook that draws readers in. The right pitch should also show how the story will prompt conversation within your audience. By planning for the audience's needs, it's easy to ensure your story stays relevant and is not forgotten about 48 hours after publication.
From Doing the Work to Leading the Narrative
When you are deep in the work of a big launch or growing your brand, you do not have the time or bandwidth to focus on adapting communications for the news. You will be busy solving issues, not chasing reporters or putting press conferences together.
This is where our work begins.
We can help translate the technical "big work" you do into a narrative that resonates with the masses. We choose the right tone and positioning, so your story is remembered. If the thought of the spotlight feels daunting, remember: you created something the world needs to know about. You do not want to be the best-kept secret of your industry.
Want to secure coverage for your next event? Let's talk. We can easily diagnose and audit your current outreach plan and then provide next steps:
For Subscribers Only:
Hearing advice isn't particularly helpful if it doesn't come with the resources to put it into action. Below, we go over some of the infrastructure that helped our firm embody this advice across all levels.
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