If “get in the media” has been sitting at the top of your to-do list for months, you’re not alone. Every founder wants that Forbes profile, that Stylist feature, that BBC interview, or a collection of top-tier logos on their website, but very few know where to actually start.
The good news? Getting in the media as a UK founder isn’t about luck, and it isn’t always about having a huge budget for a PR agency. It’s about having a clear, repeatable process.
If you want to hand ‘getting in the media’ over to an expert who’s landed her clients in everywhere from Forbes to The FT, then all the information you need is here. Let’s chat!
However, if you’re wanting a DIY approach to PR, here’s the ten-step plan I’d give any founder starting from scratch to get in the media this month.
1. Get clear on your story before you pitch anyone
Before you email a single journalist, ask yourself: why would anyone care about this? “We launched a product” isn’t a story. “We launched a product after discovering a gap the NHS wasn’t filling” is. Journalists aren’t looking for adverts; they’re looking for an angle that fits their reader. This the reason most pitches go straight to the bin.
Don’t have one? Try the Story Stuck Workshop if you’re struggling to generate new story ideas. However, my biggest advice here is to start reading the media and think about how you can contribute to the news cycle. A great story creates connection, provides value, and makes a reader’s life easier. Not always easy in 500 words or less, but everyone has one!
2. Build real journalist connections to get in the media.
Forget blasting a press release to 200 generic inboxes because no one will reply. Pick 15–20 journalists who genuinely cover your niche, and connect. LinkedIn has become one of the best places to find journalist requests directly, now that fewer journalists use X/Twitter for this. Follow the ones in your niche and watch what they ask for. Start with my blog post: 10 journalists to connect with on LinkedIn if you want to get in the media
I also run The Momentum Media Club, a PR club for busy business owners that sends journalist requests directly to their phones, and opportunities to network with journalists from places like Forbes and This Morning.
3. Read their work before you pitch it
This sounds obvious, but it’s the single biggest thing that separates a pitch that gets opened from one that gets deleted. If a journalist has just written about sustainable fashion, don’t pitch them your fintech app. Reading a handful of recent articles takes ten minutes and tells you exactly what tone, format, and angle they respond to. It’s fine to pitch a topic they’ve done before, as long as it’s in a different way.
4. Write a press release that reads like a story, not an advert
A press release for a service-based business looks different to one for a product. Lead with the news, not your company history. Keep your intro short. And always make it easy for a journalist to say yes: include a strong quote, a clear stat or hook, and imagery if relevant. Listen to this episode of my podcast on whether you actually need a press release.
5. Pitch it like you’re doing the journalist a favour
The best pitches don’t beg for coverage; they hand the journalist a ready-made story that adds value. Before you hit send, ask: have I made this easy for them? Have I saved them the legwork? A well-researched, well-targeted pitch reads less like a request and more like a gift.
This blog post, 5 tips to get national news coverage for your business, freelance journalist Michelle Morgan Davies’s advice on pitching from the other side of the inbox is really helpful and full of tips.
6. Use trend and news hooks to your advantage
Timing matters more than most founders realise. If there’s a national news story, seasonal moment, or industry report that connects to what you do, use it. Journalists are actively looking for expert voices to comment on what’s already in the headlines, being fast and relevant beats being perfectly polished but three weeks too late. The biggest question you can answer to a journalist is: why now?
Set up a google alert for your business to keep on track of industry trends and news. It’s really easy to do just head to google.com/alerts.
7. Say yes to smaller wins on the way to the big ones
Not everyone gets their first press hit in a national newspaper. Regional press, trade titles, niche podcasts and smaller online publications build your credibility, help with SEO and grow an audience. Every piece of coverage is proof for the next journalist that you’re worth featuring.
8. Follow up without stressing about it!
Journalists are busy, and pitches get buried. A short, polite follow-up 3–7 days later is completely normal and often exactly what gets a “yes.” Keep it simple: a one-line nudge asking if the story could still be a fit is far more effective than a long, apologetic re-pitch.
Try: ‘Hi, I just wanted to follow-up to check if this might be a good fit?’ Do it 3-7 days after you email unless it’s urgent.
9. Build relationships, not one-off transactions to get in the media long-term
The founders who get consistent coverage aren’t the ones who pitch once and disappear, they’re the ones journalists come back to. Comment thoughtfully on their work, be a reliable source for quotes, and stay in touch between pitches. The goal is to become the go-to person in your niche, so the journalist comes to you next time.
Go deeper: How to get in Forbes: how I got 3 different clients featured in Forbes
10. Track what’s working, and do more of it
Keep a simple record of what you pitched, who covered it, and what result it drove — sign-ups, sales, enquiries. PR compounds: momentum in month one might look quiet, but by month three or four, the right story often starts gaining real traction. Don’t judge your PR efforts on the first few weeks alone.
The bottom line to get in the media: getting in the media as a UK founder isn’t about one lucky break; it’s steady, targeted groundwork done consistently over time. Start with one journalist, one great story, and one well-timed pitch, and build from there.
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Or jump straight into The Momentum Media Club to get media opportunities direct to your phone.