There they are again! Your main rival, beaming across the pages of yet another publication as they expound on a topic you could have contributed to yourself.
What do they have that you don’t? You know your industry inside out. Your customers value you. So why is it always somebody else hitting the headlines?
You’re not necessarily doing anything wrong. You just need to know how to communicate your expertise clearly and give journalists that information in a format they want.
Getting started can be easier than you might think. It all begins with finding your angle.
Hidden gems
Being close to your business can make it difficult to recognise its most interesting qualities. Something you perceive as mundane might be a mystery or marvel to somebody else. Perhaps you’ve developed a practical solution to a common frustration, spotted a change in customer behaviour, or challenged an accepted industry practice? Whatever it is, be specific! Even seemingly minor differences can give you commercial edge when backed by evidence.
First-hand insights typically prove far more valuable than general claims of “innovative solutions” or “excellent service”, too. Indeed, according to Edelman and LinkedIn 2025 research, 53% of B2B decision-makers say brand recognition matters less when a company produces strong thought leadership. Smaller names still have something valuable to say – you may just need support determining what that is. An outside perspective can help uncover hidden gems!
The personality behind the business
One such frequently overlooked gem is the founder’s own story. People often want to understand the person behind a business and their journey to success.
There may be setbacks you’d rather not make public for fear of embarrassment. What you share is ultimately up to you. But those experiences can help others relate to you. Whether it’s a failed first attempt, a career change, or frustration with an existing service – explaining why you started and how it shaped your approach can help build a connection with readers.
Honest accounts also give journalists a human story to explore.
A story with substance
Your values give that story further depth. Your business narrative needs to explain what you offer and why you started, then bring that story into the present. Why do you still do what you do today? And what’s different?
Showing how you support your community or causes that matter to your audience gives your interviews, articles, web copy, and social content substance. This reinforces trust and authority while making your voice distinctive and recognisable amongst a thousand others. It may seem like a minor distinction, but it matters.
Solid foundations
PR professionals help bring all pieces of this puzzle together, refining key messages and gathering evidence while preparing you to communicate confidently. Each new story then adds substance to the same underlying identity, gradually taking your influence further.
Of course, strong stories are just one part of the equation. Cision’s 2025 State of the Media research revealed that 86% of surveyed journalists would reject an irrelevant pitch. So, your story must fit their publication and audience. Staying on top of industry news and challenges helps identify timely opportunities, whether that’s explaining an emerging problem or offering practical advice backed by experience.
You don’t always need to make a major announcement. Contributing to the wider conversation can be enough to get your business noticed, provided you frame your approach carefully. PR teams help craft relevant angles on topical subjects and check that your claims stand up to scrutiny. Being accurate, useful, and responsive gives journalists a reason to return for further contributions.
Continue building
A single headline gives you the chance to bask in a brief moment of glory; consistent activity helps keep your business in the spotlight.
Our work with functional drinks brand, Hip Pop, for instance, combines news announcements, product launch campaigns, and review opportunities with regular thought leadership showcasing the expertise behind the business. It’s this reinforcement that helped Hip Pop build national visibility and authority.
Sharing coverage via your own channels extends its usefulness, helping to build a public record of your expertise, achievements, and contribution to your industry over time.
Your competitors have given people a reason to talk about them. What will you say?
To uncover your strongest stories, start making more noise: hello@makemorenoise.co.uk
