Women-led businesses are a major force in the UK economy, yet media coverage still lags behind the headlines generated by larger, male-dominated firms. Around 1.6 million women are self-employed in the UK, representing roughly one in three of all self-employed people, according to ONS Labour Market Statistics for 2024. Despite this growth, many women entrepreneurs remain reluctant to shout about their achievements.
That reluctance is costly. The 2019 Alison Rose Review of Female Entrepreneurship found that advancing women’s entrepreneurship could add up to £250 billion to the UK economy, and set a target of 600,000 additional female entrepreneurs by 2030. Media coverage builds credibility, attracts customers, opens doors to investors and helps you stand out in a crowded market. The British Business Bank’s Small Business Finance Markets 2024 report found that businesses with all-female founding teams received just 2% of UK equity investment, which makes earned media an even more valuable tool for building authority without diluting ownership.
The good news is that journalists are actively looking for fresh stories, expert voices and positive news, especially from under-represented business owners. You do not need a big PR budget or a celebrity founder to get started. You simply need a clear story and a willingness to promote it.
Here are five practical ways to get media coverage for your business.
1. Turn launches and innovations into news
Journalists are in the business of “new”. If you are launching a product, opening a new location, releasing research or introducing a service that solves a real problem, you already have a news hook. The key is to explain why it matters now.
Frame your story around the customer need, not just the features. For example, instead of saying “we have launched an app”, say “our app helps small businesses in rural areas cut invoicing time by half”. Use concrete details: who benefits, what changes and how you measured success. If you can claim a “first”, “only” or “biggest” in a specific region or sector, make that clear, but be ready to back it up.
Before you pitch, check whether your story has a genuine news peg. A product launch tied to a current trend, such as the rise of AI adoption among small firms or new flexible working rights, will be far more attractive than a generic announcement. Read our guide to the best AI tools for UK small businesses if your story connects to automation or productivity.
2. Pitch the founder story
People buy from people, and journalists write about people. Your background, motivation and journey can be just as newsworthy as your product. Have you changed career after redundancy? Built a business while caring for family? Overcome a health challenge or funding setback? Turned a hobby into a turnover?
These human-interest angles work particularly well for regional newspapers, BBC local radio, trade magazines and podcast interviews. Keep the focus relevant: explain how your experience shaped your business values and why it resonates with customers today. A strong founder story makes your brand memorable and trustworthy.
If you are preparing to raise investment, your founder narrative is also central to your pitch. Our pitch deck guide for female founders shows how to turn your story into a compelling investment case.
3. Use customers and case studies as proof
Nothing demonstrates credibility like a real customer result. If a client has saved money, increased sales or solved a problem using your product or service, ask whether you can share their story. B2B businesses can pitch case studies to trade press; consumer-facing firms can offer before-and-after stories to lifestyle journalists.
If you work with well-known brands, public-sector organisations or high-profile individuals, name-drop with permission. Even without famous clients, a detailed, anonymised case study can still attract coverage if the outcome is striking. Always respect confidentiality and get written consent before sharing names or data.
Case studies also strengthen your online presence. Our guide to growing your business presence online explains how to repurpose media coverage across your website and social channels.
4. Be bold, creative and opinionated
Media coverage is not reserved for launches and milestones. You can also generate coverage by commenting on industry trends, sharing original data or taking a clear stance on a debate affecting your sector. This is often called “newsjacking”: linking your expertise to a story already in the headlines.
For example, if new regulations affect your industry, offer journalists a practical guide to what small businesses should do next. If you have surveyed your customers, publish the findings and pitch the trends. Creative campaigns, such as a charity partnership, a sustainability pledge or a community challenge, can also cut through, provided they are genuine and aligned with your brand.
The Chartered Institute of Public Relations (CIPR) emphasises that ethical, transparent communication is essential. Any claim you make must be accurate and defensible, especially if you are commenting on sensitive topics such as employment law, consumer rights or the gender pay gap.
5. Celebrate growth, jobs and investment
Regional and business media love stories about local employment, expansion and economic contribution. If you are hiring, moving to larger premises, exporting for the first time or securing investment, make it known. Include specific numbers: roles created, percentage growth, new markets entered or funding raised.
These stories position you as a serious, growing business and can attract further opportunities, from partnerships to recruitment. Local politicians, business organisations and enterprise partnerships often amplify good news, so tag them in social posts and send your press release to their communications teams.
If you are considering external funding to fuel that growth, read our update on the British Business Bank’s new funding rules for women founders.
How to approach journalists in 2026
Once you have a story, target the right people. Read the publications and programmes you want to appear in, follow journalists on social media and note the topics they cover. A personalised, concise email will always beat a mass-mailed press release.
Your subject line should summarise the hook in ten words or fewer. In the body, answer the basics, who, what, when, where, why and how, then offer an interview, high-resolution images and any supporting data. Respond quickly to requests; journalists work to tight deadlines.
Digital tools can speed up the process. Media databases such as Vuelio, Roxhill or ResponseSource help you identify relevant journalists, while platforms like HARO, Qwoted and JournoLink let you respond to active requests. LinkedIn and Bluesky are increasingly useful for building relationships with journalists before you pitch. Avoid cold-calling unless the journalist has specifically invited it.
If you are new to PR, start with local media and trade titles before aiming for national outlets. Joining a women-in-business network can also open doors. Our guide to women in business networks in the UK lists communities where members often share media contacts and opportunities. Each piece of coverage becomes a credential that makes the next pitch easier. Over time, you will build relationships with journalists who come to you for comment.
Five action steps to build your profile
- Audit your business for newsworthy moments in the next 90 days: launches, milestones, hires, awards or customer wins.
- Draft three headline angles for each moment, focusing on the customer or community benefit rather than the product feature.
- Build a shortlist of ten journalists or publications that already cover your sector or region.
- Sign up for one journalist request platform, such as JournoLink or Qwoted, and respond to one relevant query this week.
- Create a simple press page on your website with founder photos, company facts and previous coverage.
Final thought: media coverage for your business
Self-promotion is not boasting; it is a business skill. Visibility helps customers find you, investors trust you and peers remember you. By turning your achievements into clear, timely stories and building genuine relationships with the media, you can secure media coverage for your business that supports long-term growth.
Start with one story this month. Draft a short pitch, identify three relevant journalists and send it. The more you practise, the more natural it becomes, and the more likely you are to see your business in the headlines.
Originally contributed by Louise Third of Integra Communications and updated by the Prowess editorial team in 2026.
