Stop Writing Press Releases. Start Telling Media-Worthy Stories. Here’s How.

Is this you? You have a new product, a company milestone, or a big announcement. You spend hours crafting a formal press release, send it out over a wire service, and then… crickets. Nothing happens.

It is one of the most common and frustrating experiences for founders, and it all stems from a simple, fundamental misunderstanding of what the media actually wants.

Here is the hard truth: Journalists are not waiting for your press release. They are looking for a good story.

A traditional press release is a dry, self-congratulatory announcement written for a boardroom. A media-worthy story, on the other hand, has a human element, a clear conflict or problem, and a compelling "why it matters" angle for their audience. The good news is, your business is already full of these stories. You just need to know how to find them and frame them.

Why Journalists Ignore Most Press Releases

A journalist's inbox is a battlefield. They receive hundreds of pitches every single day. A formal press release is often the first to be deleted because it signals "advertisement" instead of "interesting story." It feels like a one-way broadcast, not a conversation.

A story, on the other hand, is a collaboration. It provides a journalist with a narrative that will engage their readers. It has characters, challenges, and resolutions. To get a journalist's attention, you need to stop sending announcements and start pitching real, compelling stories.

Here are three places to find your brand's best stories.

1. The Founder's "Why": Your Most Authentic Story

Your origin story is your most unique and powerful asset. Why did you start this company? Was it a personal struggle, a deep-seated passion, or a moment of inspiration that forced you to act? This is the human element that journalists and audiences connect with on an emotional level.

• Case in Point: Mission Cocktails Their story was not just "a new ready-to-drink cocktail." It was "a premium cocktail brand founded with a mission to give back to food banks with every purchase." That is a story with a soul. It gives a journalist a powerful "why" to build their article around, and it is the reason we were able to help them land features that reached nearly 400 million conscious consumers.

2. The Product's "Innovation": Your Challenger Story

How is your product different or better? What specific problem does it solve in a new or unexpected way? This is your challenger narrative, and it is incredibly compelling for media outlets looking for "what's next."

• Case in Point: NATPAT Their story was not "a new mosquito repellent." It was "an innovative, kid-friendly patch that offers a natural, no-spray alternative for families." The innovation was in the form factor itself. This unique approach to a common problem is what helped us land them on national television shows like Good Morning America and The Today Show, reaching over 1 billion people.

3. The Customer's "Impact": Your Proof Story

How has your product or service tangibly changed a customer's life for the better? A powerful testimonial or a detailed case study can be the most compelling story of all because it provides real-world proof of your brand's value.

• Case in Point: A Wellness Founder For a founder like Amy Elohim of Restored Identity, the story is in the impact. It is not just about selling herbal supplements; it is about helping clients achieve holistic health and vitality. When we can tell a story about a real person whose life has improved because of a brand's products or services, it provides an authentic and powerful narrative that media outlets are eager to share.

The Bottom Line: Stop Announcing. Start Storytelling.

This is the fundamental shift that gets you noticed. Journalists are not in the business of reprinting your marketing copy. They are in the business of telling interesting stories to their audience. When you learn to see your brand as a collection of powerful narratives, you will stop getting ignored and start getting featured.