It’s harder than ever to stand out in today’s constantly evolving media landscape. Journalists’ inboxes are flooded with hundreds of pitches daily, and only a handful cut through the noise.
It’s no longer enough to have a strong product, clear message or unique value proposition — what sets you apart now is how you tell your story.
Regardless of your sector, your story has to be authentic, bold and rooted in the ongoing industry conversations to avoid fading into the background. Building your story based on these principles is the key to crafting a narrative that resonates with the media and your target audiences.
Authenticity is the foundation of a great story
Today’s audiences easily pick up on messaging that feels insincere, making authenticity a must. Both the media and the public have grown skeptical of over-polished jargon and generic responses. Research shows that they’re looking for human connection — something relatable, real and raw.
According to Edelman’s Trust Barometer, 79% of consumers say that a brand’s transparency influences their decision to trust and engage with that brand. This doesn’t mean you have to reveal every challenge or weakness, but you do need to tell a real story that reflects your brand’s values.
Aligning your executives’ messaging, highlighting real-life use cases or customer stories, and demonstrating how your brand is making a difference are all ways to build trust through storytelling, opening doors to more involved audiences and media opportunities.
One of the most effective ways to be authentic is to actively engage in industry conversations. What are your audiences talking about this month? What challenges are your customers facing? Addressing these topics head-on adds relevance to your story, making it more attractive to journalists and stakeholders.
Don’t shy away from boldness
Brands often resist the idea of taking a bold stance, but boldness can be powerful in the current media climate. Like authenticity, consumers want to hear a point of view or something different, even if it’s a bit risky.
This can also mean staking your claim and expressing a perspective that sparks conversation. If your company is pushing the boundaries in a specific sector or has a strong belief core to how it operates, don’t just say “we’re innovative.” Instead, demonstrate how you’re driving impact and how it will disrupt traditional models.
A clear, evidence-backed perspective doesn’t just differentiate your brand from competitors, it makes your messaging more authentic. The key is to broaden your company’s voice with unique viewpoints, sharing something that challenges the status quo or offers a fresh take on industry issues.
Ground your story in current conversations
Highly impactful stories don’t exist in isolation. They’re part of a larger dialogue within your industry. This is where many brands miss the mark. Instead of crafting a story about your product or service independently, anchor it to broader industry trends.
Pay attention to what’s dominating headlines in your space. If you’re in the tech industry, how does your story align with current conversations about AI, security or sustainability? What unique insights can your brand offer on these trending topics? By connecting your story to larger issues, you’re providing audiences with a reason to care while also positioning your brand as a leader in the field.
For example, if your company is leveraging AI to improve workplace efficiency, you can align your story with broader discussions around the future of work and productivity. Highlighting success stories from clients, showcasing tangible results and sharing data that supports your claims will give your narrative credibility and context.
The takeaway: Tell a story that matters
In today’s competitive landscape, securing media coverage is increasingly challenging but it’s not impossible. The key lies in authenticity, boldness and relevance. Rooting your story in real-world conversations, taking a stance and most importantly, humanizing the way you connect with your audiences is how you craft a narrative that resonates in today’s fast-paced, media-saturated world.
Reach out to Walker Sands’ team of experts today to learn more about how we can help elevate your brand’s story.
