Don't Wait Until It's Too Late: 5 Questions to Help You Shine in the Media
By: Summer Mitchell (Falgiano), Managing Partner, Growth Stack Media
Let’s face it, waiting for the "perfect moment" to tell your story can cost you valuable opportunities. I know it can feel daunting at times, but trust me - as a PR pro who has helped and continues to help countless companies land
coveted media placements, I've learned that success comes to those who prepare early and execute strategically. While some of the best practices for storytelling will never change, the media landscape has evolved significantly in recent years. That’s why I’ve put together a list of five critical questions that will transform how you approach your next media announcement – and why having an experienced PR partner by your side can make all the difference.
1. What's Your True Story?
The most powerful announcements often hide in plain sight. Sometimes companies rush past obvious news because they're too close to see its value. Other times, they're sitting on a goldmine of accomplishments without realizing it.
No matter what you're working on at that moment, a good place to start is by nailing down 3-5 key messaging points that succinctly communicate the essence of your story. Drill this messaging into everyone involved so that the story is told consistently.
That way, whenever you're emerging from stealth mode, taking a new product to market, or celebrating continued growth and impact within your industry you have your core value points and communication pillars to always go back to.
If you’re having a hard time finding the traction here, this is where an expert eye to spot those opportunities and shape them into compelling narratives comes in handy.
2. What Makes You Stand Out?
Just like in school when students are recognized with superlatives such as 'Most Likely to Be President' or 'Cutest Couple,' it's important to distinguish yourself from the crowded cafeteria that is high-stakes tech.
Are you the first, the fastest, the most innovative or comprehensive? Work with your team and external partners who can provide objective perspectives, to find out where you stand among the crowd. Once you find a provable superlative, weave it through your messaging and stick with it.
3. What's Your Street Cred?
Journalists don't just want your story – they need proof. Your credibility in the market is what transforms you from just another pitch into a must-cover story. Here are a few ways we’ve helped our clients build and showcase their authority through multiple channels:
● Social Proof: Strategic customer testimonials, case studies and success metrics that demonstrate real-world impact
● Thought Leadership: Placing your or your executives' insights in trade publications, industry podcasts and speaking engagements
● Market Recognition: Securing prestigious awards, analyst coverage and industry rankings
● Data Authority: Leveraging your unique market insights and research to position you as an industry expert
● Community Impact: Highlighting your contributions to industry advancement and broader societal goals
Even if you're just starting out, at Growth Stack Media we know how to package early wins and momentum indicators into compelling proof points that grab media attention.
4. Where Are Your Audiences (Really)?
While major news publications still matter, your target audience might be equally or more engaged on podcasts, Substacks, newsletters, Twitch streams or specialized online communities like Reddit. In fact, by taking your news to where you think your readers are, you may actually be putting your brand at risk.
Make sure you have a firm understanding of your target audiences, and work with media relations experts who understand the nuanced modern media landscape. We help our clients identify the right target outlets, whether they're national pubs, niche industry blogs or up-and-coming social media influencers, to ensure their announcement reaches the right folks.
5. How Can You Make Reporters Care?
Getting media coverage isn't about simply broadcasting your news – it's about making your story relevant to what journalists and their audiences care about. Otherwise, you may quite literally get blocked.
Here are a few proven story formats to consider:
The "Underdog" or "Can They Do It?" Narrative: Position your company as the scrappy up-and-comer challenging industry giants. Emphasize your unique approach and how it benefits customers in new ways.
Anchor to a Market Trend: Is there an important industry trend, market statistic, or customer behavior that your announcement aligns with? Lead with the data to give reporters context.
Impact on Society: How does your news positively affect your customers, your industry, or society as a whole? Tying your story or announcement to a broader social impact can make it more newsworthy
Don't Leave Your Story to Chance
The best time to start building your media presence was yesterday. The second best time is now. As you navigate 2025, remember that successful media coverage rarely happens by accident. It requires strategic thinking, deep media relationships and expert execution.
At Growth Stack Media, we bring all these elements together to help you craft and tell stories that capture attention, build credibility and drive growth. Don't wait until you have "big news" to start thinking about PR. Let's start shaping your narrative today!
