Mainstream Media Has a Job to Do

Mainstream outlets focus on stories with broad public interest. These are pieces that appeal to large, general audiences — usually tied to national relevance, major policy, public safety, wide-scale innovation, or personalities with public recognition.

If your story doesn’t quite connect with that mass relevance, it’s unlikely to make the cut — not because it isn’t good, but because it doesn’t fit the editorial brief.

And that’s okay.

Not All Media is the Same — And That’s a Good Thing

There’s a whole world of media beyond the front pages. In fact, the best stories are often told through:

• Sector-specific publications 
• Trade media that speak to people in your line of work
• Independent and online business platforms with focused, loyal readers
• LinkedIn and owned channels such as your website — where your story lives and keeps working for you

These platforms might not reach millions overnight, but they reach the right people. The ones who are interested in your space, your product, your philosophy — and who are more likely to support, collaborate, or invest in what you’re doing.

But they still need a story — not a sales pitch.

So Where’s the Story?

That’s the part most business owners struggle with.
You’re busy running the business — you’re not always thinking about how to frame it.

But the truth is, every business has a story.

It could be:

• Why you built your product the way you did
• A turning point that shaped how you operate
• A lesson you learned from failure
• How your team is solving a specific problem for customers
• What you’ve discovered about your market after years in it

These are the things that help people connect. They add colour, meaning, and clarity — which is what media look for when deciding what’s worth telling.

It’s February — A Good Month to Begin

It’s still early in the year. You’ve got space to plan. But we both know how fast it goes — January becomes April, and before you know it, you’re closing Q3.

That’s why now is a great time to lay the groundwork.
Here’s what you can do:

• Publish your thoughts — even if it’s just on your homepage or company blog. Share what you’re building and what’s coming next. Your website is your most powerful piece of real estate — treat it like one.
• Update your story on LinkedIn — talk about your journey, not just your wins. That’s what draws attention.
• Talk to someone regularly — a writer, a comms partner, a team member — who can help you reflect, shape, and document your thinking. A 30-minute monthly check-in can produce stories that position your brand over time.
• Pitch with a purpose — when you reach out to media, don’t just send a product release. Send a human story. Make it relevant to the audience they serve.

And Remember: All Media is Good Media

Not every story needs to land in a national paper.
What matters more is that you tell the story — somewhere.

Because every time you do, you give people something to connect with, something to share, and something to build on. And that’s how momentum grows.

Eventually, the big names might pick it up too. But by then, you won’t be starting from zero — you’ll already be shaping the narrative.

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What we’ve shared is based on what has worked in our experience. Your business may differ, so make the tweaks you need with confidence. If you’d like support along the way, we’re here to help.

For more help on how to lay the Groundwork:

The Groundwork: You want to keep a low profile but you’re wondering why your team isn’t selling more

The Groundwork: Why the Media Keeps Asking you the Same Questions

The Groundwork: Relationship Thinking- If You Wouldn’t Ghost a Customer, Don’t Ghost the Media

The Groundwork: Why Stories Matter — Even If You Don’t “Need the Media”