The New Rules Of Publicity: How Women Entrepreneurs Can Get Media Attention
Today’s world consists of digital channels where the narrative is shifting daily due to the media landscape. According to CNBC, journalists are being laid off, and the remaining journalists juggle multiple stories, which contributes to faster story turnover for greater speed. However audiences desire authenticity versus flawlessness, now more than ever.
Traditional public relations is no longer the only gateway to receiving publicity and press coverage. Specifically for women entrepreneurs, media attention requires more than just having a good product. According to LinkedIn, it requires impact, strategy and a compelling story.
To break down the modern blueprint of publicity, Her Agenda spoke with two experienced publicists: Sarah Busby, Founder of B the Buzz Agency, and Regan Farley, Co-Founder of The Kredo Group about what it takes to position yourself and your business to become media-worthy. Here’s what these two women had to say about the new rules of the PR game.
Lead With Relevance
One of the most crucial components of today’s publicity is staying relevant. For women entrepreneurs, your thought leadership and knowledge on hot topics is how you can contribute to culture conversations.
“We’ve seen companies from diverse sectors gain unexpected media attention by effectively contributing to these discussions,” Sarah said.
However relevancy is not all you need. Showing impact is equally important as staying relevant.
“Demonstrating tangible results and social proof sets you apart,” Sarah said.
This means as an entrepreneur you need to show how your business affects real people and communities. That often helps with your commentary on hot topics because you can back up your thoughts with proof, which gives you an advantage.
Shift From Selling To Storytelling
Entrepreneurs often mistake their approach to gaining publicity by having a best selling product. You have to get rid of that promotional mindset.
“This is like shouting into a crowded room, expecting everyone to listen,” Sarah said.
You have to understand the media landscape and the role of a journalist. Media is earned, not bought.
Instead of focusing on your product or service, Sarah recommends starting with understanding your “why.” When you share the story behind your business, and show how you’re solving a problem, you can create a story that journalists are eager to share, ultimately benefiting both your brand and their audience.
Be Intentional With Your Digital Footprint
In today’s world, having a strong online presence is just as important as sending an emailed pitch for publicity. Regan said you have to be careful not to put all your eggs into the social media bucket because it should be seen as an amplifier rather than the sole driver when it comes to gaining publicity.
You should make your presence known on as many platforms as possible such as:
- X (formerly known as Twitter)
- TikTok
These platforms are prime spots where journalists can find compelling stories to share with their audiences. However, traditional PR is still pertinent in this matter when it comes to pitching because ultimately press coverage is secured through strategic storytelling, Regan said. Your social media presence should be creating genuine audience response which will in turn attract media.
Practice Authenticity Over Perfection
Audiences are not motivated by just the well-groomed marketing content, according to CMSWire. People want to see content that is relatable. They want to connect with businesses and the brains behind the brand.
“Authenticity and credibility have become even more crucial,” Regan said. “Audiences expect brands to engage in meaningful, transparent conversations.”
You can post behind-the-scenes reels about how your business runs, you can create sit-down testimonial videos explaining why you decided to start your business, or you can offer your insights on podcast interviews. According to Regan, impactful PR tends to tell, not sell. The key is to present yourself as honest, transparent, and even vulnerable.
The new rules of publicity are not about completely unlearning traditional practices, but adapting to the ever changing media landscape. Women entrepreneurs should seek media attention with the purpose to focus on impactful storytelling, authenticity and relevance. Leading with those three elements will allow for the media spotlight to flow naturally afterwards.
