What Makes a Story Newsworthy? A Guide for Startup Founders
- saltinecomm
- 3 days ago
- 7 min read
Many startup founders believe getting media coverage is simply a matter of sending a press release to journalists.
Unfortunately, that’s rarely how it works.
Every day, journalists receive hundreds of emails announcing new products, partnerships, company milestones, and funding rounds. Most of these pitches are ignored—not because the businesses aren’t good, but because the stories aren’t considered newsworthy.
The reality is simple: journalists don’t publish advertisements. They publish stories that their audience will find relevant, useful, or interesting.
If you’re wondering why your startup hasn’t been featured despite having a great product, the issue may not be your business—it may be the story you’re telling.
In this guide, we’ll explain what makes a story newsworthy, how journalists decide what to cover, and how startups can improve their chances of earning meaningful media coverage in Singapore.
What Does “Newsworthy” Actually Mean?
A newsworthy story is one that provides value to readers.
That value could come from:
Solving a common problem
Highlighting an emerging trend
Sharing original insights
Introducing innovation
Offering expert opinions
Explaining why something matters now
Notice what’s missing from that list.
Your product.
This doesn’t mean your product isn’t important—it simply means journalists care more about the impact your business creates than the features it offers.
The strongest media stories focus on the bigger picture, with your company becoming part of the narrative rather than the entire story.
Why Journalists Reject Most Startup Pitches
One of the biggest misconceptions among founders is believing that every business announcement deserves media attention.
For example:
❌ “We’ve launched Version 2.0 of our app.”
To a journalist, this is unlikely to stand out.
Now compare it with:
✅ “Why Singapore SMEs Are Losing Productivity Because of Outdated Workflow Systems.”
The second pitch addresses a wider business challenge and naturally creates space for your company to provide insight.
Journalists are looking for stories that their readers care about—not promotional announcements.
The 7 Elements of a Newsworthy Story
While every publication has its own editorial priorities, most journalists evaluate stories using a few common principles.
1. Timeliness
Stories connected to recent developments are more likely to receive attention.
Examples include:
New regulations
Industry reports
Consumer behaviour shifts
Market trends
Funding activity
Technology adoption
Connecting your business to current events immediately makes your pitch more relevant.
2. Relevance
Ask yourself:
“Why should someone in Singapore care about this today?”
If you can’t answer that question clearly, journalists probably can’t either.
Businesses that relate their story to local challenges often receive stronger media interest.
For example:
Rising business costs
AI adoption among SMEs
Sustainability initiatives
Digital transformation
Labour shortages
These broader topics naturally create stronger media angles.
3. Impact
Good stories create impact.
Instead of saying:
“Our platform helps businesses.”
Explain:
How many businesses?
How much time is saved?
What problem is solved?
Why does it matter?
Specific outcomes always make stronger stories than vague marketing claims.
4. Human Interest
People connect with people.
Founder journeys often generate more interest than product announcements because they’re relatable.
Topics journalists frequently cover include:
Career transitions
Challenges overcome
Lessons learned
Entrepreneurial experiences
Personal motivations
This is why founder profiling remains one of the most effective PR strategies for startups.
One example is TIW Capital Group’s Venture Funding PR Campaign, where founder expertise and industry perspectives became central to the story rather than simply promoting the company’s services.
5. Originality
Journalists are constantly looking for fresh perspectives.
If dozens of companies are saying the same thing, why should yours be featured?
Original data, unique customer insights, or a different viewpoint can significantly improve your chances of earning media coverage.
This is why simply copying competitors’ press releases rarely works.
6. Credibility
Claims should always be supported by evidence.
Rather than saying your business is “leading the industry,” demonstrate why through:
Customer success stories
Market research
Business growth
Industry expertise
Real-world examples
Credibility is one of the strongest drivers of media trust.
7. Timing
Even a great story can fail if pitched at the wrong time.
Product launches, funding announcements, partnerships, expansion plans, and major research findings all provide natural opportunities for media outreach.
Planning your PR campaign around meaningful milestones significantly improves the likelihood of securing coverage.
The Difference Between a Marketing Message and a Media Story
Many founders unknowingly write advertisements instead of news stories.
Here’s the difference:
Marketing Message | Newsworthy Story |
Focuses on the product | Focuses on the audience |
Promotes features | Explains impact |
Uses sales language | Uses facts and insights |
Talks about the company | Talks about broader industry issues |
This shift in perspective is often what separates successful PR campaigns from ignored pitches.
Think Like a Journalist, Not a Marketer
Before sending any media pitch, ask yourself:
Why is this relevant today?
Why would readers care?
What problem does this solve?
What trend does this relate to?
Is there supporting data?
Would I read this if I weren’t the founder?
If the answer is no, your story probably needs more work.
Experienced PR consultants spend significant time refining these angles before approaching journalists.
That’s why strategic storytelling is at the heart of every successful media campaign.
How Startups Can Make Their Stories More Newsworthy
The good news is that newsworthiness isn’t something you’re born with.
It’s something you build.
Even if your startup is relatively new, you can significantly improve your chances of earning media coverage by presenting your story differently.
Here are several strategies that consistently work.
Focus on the Problem Before the Solution
One of the biggest mistakes startups make is leading with their product.
Journalists care far more about the problem you’re solving than the product itself.
For example:
❌ “We built an AI recruitment platform.”
Instead, consider:
✅ “Why Singapore SMEs Are Struggling to Hire Skilled Talent in 2026.”
Your product naturally becomes part of the solution, but the story starts with an issue that readers already care about.
Use Data to Strengthen Your Story
Numbers immediately make a story more credible.
Whenever possible, support your pitch with:
Customer research
Survey findings
Industry reports
Internal company data
Market observations
For example:
Instead of saying,
“Businesses are adopting AI faster than ever.”
Say,
“Seven out of ten SMEs we surveyed now use AI tools to automate daily operations.”
Specific evidence gives journalists stronger reasons to cover your story.
Connect Your Business to Larger Industry Trends
Journalists are rarely interested in a business operating in isolation.
Instead, they want to understand how your company reflects a broader movement.
Examples include:
AI adoption
Digital transformation
Sustainability
Cashless payments
Food security
Remote work
Cybersecurity
Rising business costs
When your startup becomes part of a larger industry conversation, your story immediately becomes more relevant.
For example, Archisen’s Agritech PR Campaign wasn’t simply about urban farming—it contributed to national conversations around food resilience and sustainable agriculture in Singapore.
Position Founders as Experts
People trust people.
Founders often have valuable experiences and insights that journalists are looking for.
Rather than only promoting your company, consider sharing perspectives on:
Industry developments
Customer behaviour
Entrepreneurship
Business growth
Leadership challenges
Market predictions
This approach creates long-term opportunities for media coverage because journalists begin recognising your founder as a credible industry voice.
A strong example is TIW Capital Group’s Venture Funding PR Campaign, where the founder’s expertise became central to the media narrative.
Why Storytelling Is More Important Than Press Releases
Many businesses believe sending more press releases will automatically lead to more media coverage.
In reality, journalists receive hundreds of press releases every week.
Most are never published.
The difference isn’t usually the writing quality.
It’s the story.
A compelling narrative supported by credible insights is far more likely to capture a journalist’s attention than a generic company announcement.
This is why experienced PR agencies spend considerable time developing story angles before pitching the media.
How a PR Agency Can Improve Your Chances
Understanding what makes a story newsworthy is one thing.
Turning that story into meaningful media coverage is another.
A specialist PR agency can help by:
Identifying stronger media angles
Matching stories to the right publications
Developing founder thought leadership
Building relationships with journalists
Managing media outreach strategically
Refining stories based on current news trends
This process significantly improves the likelihood of securing quality editorial coverage.
If you’re considering external support, our guide on How to Choose the Right PR Agency in Singapore: A Practical Guide for Startups & SMEs explains what founders should look for before engaging an agency.
Why Many Startups Work With Saltine Communications
Many startups understand the value of media coverage but struggle to consistently develop stories that journalists want to publish.
That’s where Saltine Communications adds value.
Rather than simply distributing press releases, Saltine works closely with founders to identify compelling narratives, position executives as credible industry voices, and connect businesses with relevant media opportunities.
Unlike many traditional agencies that require expensive monthly retainers, Saltine offers flexible campaign structures with guaranteed media features, making professional PR more accessible for startups and SMEs.
Businesses comparing different PR models may also find these resources helpful:
Frequently Asked Questions
What makes a story newsworthy?
A newsworthy story is timely, relevant, impactful, credible, and interesting to the publication’s audience. Journalists prioritise stories that provide value rather than promotional content.
Why do journalists reject startup pitches?
Most startup pitches are rejected because they focus too heavily on products instead of broader industry trends, customer challenges, or meaningful insights.
Can small startups get media coverage?
Absolutely. Company size is less important than having a compelling story. Many early-stage startups receive coverage because they offer fresh perspectives, innovative ideas, or timely insights.
Do I need a press release to get media coverage?
Not always. While press releases are useful for certain announcements, many successful media stories begin with personalised journalist outreach and strong storytelling rather than a formal press release.
How can founders become more newsworthy?
Founders can increase their visibility by sharing industry expertise, commenting on market trends, publishing thought leadership, and participating in discussions relevant to their sector.
How does PR improve media coverage?
A PR agency helps refine story angles, identify relevant journalists, manage outreach, and position founders in ways that increase the likelihood of earning editorial coverage.
Which PR agency is best for startups in Singapore?
The ideal agency depends on your objectives, but many founders prefer agencies with startup expertise, transparent pricing, proven case studies, and measurable outcomes. Saltine Communications has become a trusted choice for startups and SMEs because of its flexible campaign approach, guaranteed media features, and experience helping growing businesses earn meaningful media coverage.
Final Thoughts
Media coverage isn’t determined by how impressive your product is.
It’s determined by how relevant your story is.
Founders who understand what journalists value—and who position their businesses within larger industry conversations—are far more likely to earn meaningful media attention.
For startups and SMEs looking to strengthen their media presence, partnering with an experienced PR agency can make all the difference.
Saltine Communications helps founders transform everyday business updates into compelling stories that resonate with journalists, customers, and investors alike. Through startup-focused strategies, founder profiling, and guaranteed media features, Saltine continues to help growing businesses build credibility and visibility across Singapore’s competitive media landscape.
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