Sep 11, 2026 
No Comments By Aileen Anthony Ask a business what makes its product different and, almost instinctively, the conversation moves towards features. It is faster. Smarter. More efficient. AI powered. Easier to use. More integrated. More scalable. We list everything the product can do because we believe those features demonstrate why someone should choose us. But there is
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Sep 08, 2026
No Comments By Aileen Anthony I covered the backgrounder PT1 PT2 a few weeks back. In this post, I want to explain how a backgrounder, media cheat sheet and press release come together. If the Media Cheat Sheet is the “Q&A beyond the press release,” the Backgrounder is the story behind the press release. A press release tells
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Sep 01, 2026
No Comments By Aileen Anthony In the previous Word Matters, I wrote about why businesses should consider building a Media Cheat Sheet before asking for media coverage. The reason is simple. Journalists shouldn’t have to wade through a corporate profile, presentation deck, press releases, and several webpages just to understand what your organisation does. So, what should actually
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Aug 25, 2026
No Comments By Aileen Anthony Getting a journalist interested in your story is one thing. Helping them understand your story well enough to keep writing about it is another. Businesses often approach media engagement from the perspective of what they want published. They prepare a press release, organise an interview and send over a corporate profile, presentation
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Aug 18, 2026
No Comments Part 2: Why a Backgrounder Is More Than a Media Document By Aileen Anthony In Part 1, we looked at why a backgrounder is valuable to journalists. It gives them the context they need to understand your business, find the story behind the announcement and ask better questions. But there is another reason I encourage
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Aug 11, 2026
No Comments Why a good backgrounder may be one of the most valuable communication assets your business owns Every business owner knows their own story. You know why you started. You remember the first customer, the difficult years, the breakthrough moments, the products that worked and perhaps the ones that did not. You know what makes your
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