Most businesses don’t struggle with PR because journalists are not interested in their news. They struggle because they lead with ‘what they built’, not ‘ why it matters’.
 
Journalists ask one brutal question:
“So what?”
 
Here’s how to pass the test and get noticed by the journalists:
 
1- Tie your story to something bigger.
New feature? Link it to a problem people already care about — fraud, cost of living, health access, regulation, AI, trust, security.
 
2- Make it human.
“Fintech launches tool” is dull.
“Small businesses losing money to late payments — here’s a fix” is a story.
 
3- Think like a reader, not a marketer.
If this appeared in your own inbox, would you open it?
If not, neither will a journalist.
 
Why this matters
Good PR isn’t about shouting louder.
It’s about joining the conversation that’s already happening.
 
Pro tip:
Tuesday–Thursday mornings still win.
Monday = Inbox hell.
Friday = Mental checkout.