How to Get Your Story on the News (for Businesses)

Businesses need to frame compelling narratives and strategically spread them across social media and other platforms for visibility, credibility, and trust with customers.
And getting your story the right amount of attention expands your reach, positions you as an authority, and creates a ripple effect of trust and recognition.
This article provides a guide about how to get your story on the news, sharing insights from the experts at Maximatic Media.

Humanizing Your Brand

Consumers today want to engage with brands that feel authentic and relatable, not faceless corporations.
Therefore, as a business, connecting with the audience is one of the most effective ways to make your name pop up.
How do you do that?

By humanizing your brand’s identity; being transparent and showcasing the individuals and values that make your brand special.

It could be behind-the-scenes moments; showing the challenges your business faces or admitting mistakes as it can strengthen trust.

Or acknowledge things that didn’t go as planned and show how you’re working to improve and ensure inclusivity and diversity by representing a broad spectrum of people in your content.

Many, businesses on TikTok feature employees making quirky, fun videos, involving bosses and fun scenarios.

This type of authenticity often catches attention because it’s real, raw, and something people want to see and talk about.

Such content not only increases engagement but also helps the businesses stand out.

Why? Because these clever tactics stick with the audience way more than the boring ads by out-of-touch influencers.

This doesn’t imply that influencers don’t play a part in building credibility, that’s just a different approach.

Another example would be the “A Day in the Life of ABC working at XYZ” series, which could also translate into talent acquisition.

This creates a sense of appearing approachable and even “cool.”

In a world where many businesses are perceived as exploitative, businesses that break the mold earn the spotlight, even if they’re exploitative behind the doors.

This strategy not only garners attention but creates a loyal fanbase that feels proud to support a business that seems chill.

High-Profile Partnerships and Strategic Sponsorships

Collaborating with influencers, celebrities, or well-known brands is a proven way to get noticed.

The Adidas x Balenciaga collaboration, for instance, dominated headlines and social media feeds. But of course, if you’re just starting out or a small business, such big-name partnerships can feel out of reach.

This is where the influencers play the part.

As associating your business with someone already in the public eye significantly increases your chances of landing a feature in major media outlets.

Yet, it’s essential to choose someone who reflects with your target audience and reflects your brand values — whether it’s a niche influencer with a highly engaged following or a global brand with complementary strengths, the right collaboration can make your name.

In short, to make the most of a partnership, focus on a shared vision.

Think outside the box and aim to create campaigns that are not only newsworthy but also memorable, or the emotion they might instigate in the audience.

McDonald’s 2020 collaboration with Travis Scott turned everyday menu items into viral sensations.

This promotion acted as an experience that captured social media and drove customers into stores in record numbers.

Thus, finding unique ways to present the collaboration that has a surprise element works best.

But partnerships don’t have to end at products. Sporting events, music festivals, film premieres, and social justice campaigns offer massive platforms to showcase your brand.

Duo Lingo India collaborated with a wedding event! With such partnerships, Duo Lingo always ensures to stay in the spotlight.

Because sponsorships not only give you visibility in front of large audiences but also position your business as leading in a way.

The rationale behind this is the connection and relevance; a well-thought-out partnership or sponsorship provides both.

Quirky Marketing Stunts + Unexpected Business Ventures

Quirky marketing strategies fail rarely to catch the eye; that’s what sells!

The key to such strategies is in the ability to evoke curiosity and engagement, leaving audiences hooked and talking for days, weeks, or even years. Impacting them both consciously and subconsciously.

However, not every brand needs to send someone to the edge of space to create impact.

Take Sony’s Gojo ad, by tying a clever reference from Ju Jutsu Kaisen to their headphones, they captivated the anime’s massive fanbase.

It clicked instantly with them because that felt fresh and relevant, with comments like “This compelled me to buy your headphones, Sony” and “I didn’t know Sony was chill like that”.

Similarly, Crumble Pakistan taps into niche local memes, with marketing campaigns that resonate with their audience, creating viral moments and setting a benchmark for relatable, enjoyable content that compels people to buy or try their cookies.

Unexpected business ventures can have somewhat similar effects, allowing brands to dominate the conversation.

Like Tesla’s flamethrowers—completely unexpected, somewhat ridiculous, yet undeniably brilliant.

This move capitalized on the public’s fascination with Elon Musk’s eccentric personality, turning a limited-time campaign into a global sensation.

The strategy behind this approach?

Well, it wasn’t just about selling a product ( a strange niche did buy these), it was about creating a story people couldn’t resist sharing.

The key to executing these strategies successfully is to align them with your brand’s identity and audience expectations.

So, a quirky marketing stunt or unexpected venture should never feel forced or disconnected.

Scroll through Nutter Butter, and you’ll feel like you entered backrooms, or a surreal dream, but it works for them.

Of course, what works for one brand won’t necessarily work for another.

For instance, a strategy like Nutter Butter’s might not translate well to a brand like Colgate.

The possibilities, however, are endless. You could host an outrageous event, launch an unexpected product, or create a series of shareable, highly relatable posts.

Exclusive Stories and Company Features

Getting your business featured in high-profile outlets like Forbes, TechCrunch, or Inc. isn’t just about luck—it’s about strategy.

These publications are always looking for innovative and inspiring stories, but, of course, they’re selective about what they publish.

Therefore, pitching them requires careful planning and a clear understanding of what makes your story stand out.

Start by identifying your “hook”, what’s unique about your business? 

This could be a new product that solves a real-world problem, an inspiring founder’s journey that resonates with current trends, or a major milestone like breaking into a competitive market. 

For example, a SaaS startup with a founder who overcame industry bias to secure funding could appeal to outlets covering entrepreneurship and diversity; you know the deal, it’s an art itself.

Your pitch should be concise, and engaging, and should suit the publication’s audience. 

Also, avoid generic emails—explain why your story is a good fit for their beat, including data, quotes, and exclusive insights that can make your pitch even more persuasive.

Make the journalists feel like what they’re going to break is very exclusive, and they don’t want to miss out on it.

Don’t forget, that consumers expect brands to stand for something, so aligning your company with meaningful social movements can amplify your message and attract positive media attention. 

However, always avoid making it seem forced. 

For your brand, choose a movement you can genuinely support.

Because empty statements don’t go a long way; take action, whether through donations, campaigns, partnering with nonprofits, sponsoring events, or launching your own initiatives. 

Documenting these efforts through press releases, social media updates, and videos can turn your actions into stories journalists want to cover.

When done right, participating in social movements doesn’t just gain coverage—it builds a legacy. 

Besides that, timing can make all the difference; keep an eye on industry trends and news cycles to ensure your story lands at the right moment.

Creating Controversy or Drama

One of the many ways to get attention is by creating drama and controversy; everyone loves it and wants to know more.

Celebrities often find themselves at the center of it. Sometimes, it’s not intentional, but most of the time it is, in fact, intentional.

Remember, controversy doesn’t have to be just about shock value; it has to purposefully create a lasting impression.

The biggest mistake brands make with controversy/drama is to pursue it without direction.

It needs to tie back to a clear message that aligns with your brand’s identity.

If there’s no meaningful connection between the drama and your mission, your campaign could fall flat—or worse, backfire.

When Gillette tackled toxic masculinity with its “The Best Men Can Be” campaign, it didn’t just create noise, but the ad tied directly to its long-standing commitment to promoting positive male behavior, even though it risked alienating some customers( incels).

But businesses have to be careful to not derail a campaign. However, backlash is still inevitable. 

The key is to handle it effectively to strengthen your reach rather than diminish it.

So, monitor social channels closely for feedback, and engage critics with respect while standing firm in your stance, address valid concerns promptly and professionally.

It is also possible that the controversy spins out of control. Therefore, knowing when to redirect—or even apologize—is vital.

To make it work well, pair controversy with an actionable follow-up. 

Once the spotlight is on you, ensure there’s substance behind the drama—whether it’s launching a campaign, funding a cause, or introducing a product that ties into your message.

Some businesses might even resort to polarizing social media posts, fake feuds with competitors, or even staged scandals to instigate outrage or curiosity. 

Others might exploit divisive cultural issues or align themselves with celebrity drama to stay in the spotlight. 

While these tactics can surely get businesses/influencers in the short-term limelight, they often backfire, leading to customer distrust, reputational damage, or even legal troubles. 

Ethical, long-term strategies are far more sustainable—and far less likely to leave your brand in hot water. 

This brings us to our next strategy, which is letting the professionals handle it.