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. According to the latest Office for National Statistics labour market data, women now account for more than one in three self-employed people in the UK. Despite this growth, many women entrepreneurs remain reluctant to shout about their achievements.
That reluctance is costly. Media coverage builds credibility, attracts customers, opens doors to investors and helps you stand out in a crowded market. 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.
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.
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.
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.
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.
How to approach journalists
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.
If you are new to PR, start with local media and trade titles before aiming for national outlets. Read our guide to networking for women in business to build contacts who can introduce you to journalists. 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.
Final thought
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 coverage 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.
