Why Press Won’t Work Without a Clear Message

We all want our work to be recognized. To have someone say, “This matters.” It’s why media features, podcast interviews, and big-name mentions can feel so validating. This is especially true when you’re building something that feels personal. For many business owners that kind of visibility feels like a sign you’ve made it, or at least like you’re moving in the right direction.

But visibility without a strong foundation doesn’t last, and it definitely doesn’t build trust. The best press is rooted in something real. Something people are already talking about even before the headline is written.

Media Coverage Is a Tool, Not the Strategy

Media coverage can open doors, but it can’t carry the weight of your business for you. You might get an initial boost of leads or sales, but if people click through and find a confusing message, or a half-finished offer, they won’t stick around. That’s not because your work isn’t valuable. It’s because attention doesn’t equal connection.

There is often a quiet pressure to be seen and go viral. This pressure usually builds before you're actually ready to be in the spotlight. Maybe a friend lands a podcast feature, or a competitor gets profiled in the local paper, and suddenly it feels like you’re behind. But chasing that spotlight without building the foundation, can actually slow you down. That’s why handing off your marketing efforts, or hiring a PR firm, too early can backfire. They might help you shape a pitch or land a story, but if you’re still figuring out your audience or your message no one else can do that work for you. And it’s expensive work to outsource when the return isn’t guaranteed.

If you’re not clear on your story, no media hit will change that. But when you have a solid foundation, visibility becomes way more powerful and way easier to pursue on your own.

Get Clear on Your Story and the Strategy

Before you start pitching or writing headlines, you need to have a solid grasp on the story behind your business. When you're not rooted in the story behind your work, why it exists, who it’s for, and what it’s here to change, you start chasing whatever gets attention instead of building authentic connections. Reporters, podcast hosts, and media outlets aren’t just looking for products to promote. they’re looking for stories worth telling. The stronger your story, the easier it becomes to pitch it and even easier for people to connect with. But connection isn’t the only goal. It's important to create a strategy for what happens after the attention.

Here’s what media coverage can actually help you do:

• Awareness. Help more people discover your business—especially useful when you're launching something new or entering a new space.
  

• Credibility. Let someone else vouch for your work. A media feature can validate what you’re building in a way that builds trust.
  

• Reach. Get in front of a wider or more targeted audience by showing up where they already are, through trusted platforms or voices.
  

• Conversion. Drive interest toward a specific product, offer, or action, but only if your message is clear and the next step makes sense.
  

• Connection. Share the purpose behind your business in a way that invites people to not just buy from you, but also buy into the mission.

Not all press creates the same impact. Knowing your goal helps you shape the message and pitch it to the right outlet, at the right time, in the right way.

The Right Time to Go Public

Getting featured only helps if there’s something real to feature. Otherwise, press can create a quick spike of interest that you’re not ready to sustain. You don't need everything to be perfect, but you do need to know what people will find when they come looking. Your offer should be clear enough that a new person can land on your site or page and immediately get it. Your brand should feel consistent across the places they might find you. And your systems should be able to handle interest without you scrambling to catch up. Because what happens after someone hears about you is the whole game. Do they know what to do next? Can they buy, book, sign up, or learn more without confusion? When press works, it’s because the customer journey is ready to receive the attention.

Press Doesn't Just Mean Traditional Media Anymore

A big headline in a major outlet isn’t the only way to show up. These days, visibility can come through all kinds of channels:

• Being interviewed on a podcast your audience already trusts

• Getting featured in a niche newsletter that speaks directly to your industry

• Showing up in a curated round-up on someone’s LinkedIn or Substack

• Contributing to a local publication or speaking at a community event

  
  

These opportunities may not feel as flashy, but they often lead to deeper engagement, especially when they meet your audience where they already are. The key is making sure your outreach matches your goal, and your story is showing up in the places your audience actually pays attention to.

How to Actually Stand Out

Reporters, podcast hosts, and content creators hear from a lot of people. Most pitches sound the same. What stands out is often authenticity, specificity, and timing. If you know who you’re talking to and what makes your story matter now, you’re already ahead of the game.

Here’s how to make your pitch feel more human and more likely to land:

• Lead with your angle. Why now? Is there a trend, shift, or conversation your work speaks to? Make that connection easy to see. People are more likely to say yes when they understand why the story matters today.
  

• Be specific, not salesy. Don’t just pitch your product, share the problem it solves or the people it helps. Why did this work matter to you in the first place? The most compelling pitches speak to a deeper reason your work exists and who it’s really helping.
  

• Engage before you pitch. If you’re reaching out cold, start by following their work. Read the newsletter. Comment on a post. Build some familiarity so your message doesn’t come out of nowhere. 
  

• Reference their focus. Show them you’ve done your homework. Mention a piece they recently shared and why your story fits into their beat, audience, or perspective.
  

• Keep it short. People's inboxes are full. A thoughtful, concise message is more powerful than a long one. Say who you are, what the story is, and why it’s timely, in just a few sentences.

  
  

The goal isn’t to impress, it's to connect. Do that by making your story easy to understand, relevant, and ready to use.

Keep the Focus on Connection

Media is just one of many ways to get your work in front of people. And it only matters if what they find actually resonates. If you want to be featured, start by building something worth sharing. Then tell that story with clarity, heart, and a clear sense of who it's for.

Because the goal is to create a connection that lasts.