Why your big news isn't in the news - Here’s how to make yours count

Media coverage isn’t about fireworks—it’s about fitting into broader trends or delivering a standout narrative. And no, “we exist” is not a headline.

The challenge is crafting compelling stories while bridging the gap between internal enthusiasm and external relevance. Founders and teams love their milestones—and just because it feels like a game-changer inside a Slack channel doesn’t mean it’s newsworthy for the media.

Here are five key lessons I’ve learned about making stories count—getting milestones noticed, keeping teams motivated, and ensuring your news doesn’t die in the dreaded “seen” zone of a journalist’s inbox.

1. The media isn’t ignoring you. They just need a bigger story.

Journalists’ inboxes are flooded daily—only the strongest stories break through. A new VC program for founders? Unless it’s truly groundbreaking or part of a bigger industry shift, it won’t make headlines. Use these programs to build long-term narratives you can pitch later.

Take Serena’s and Ring’s PALM initiative—a nonprofit association promoting diversity in French Tech. There was no major coverage at launch, yet it landed in Les Echos as part of a broader piece on how philanthropy is gaining traction among French Tech leaders.

Same goes for a €1.5M seed round—a great milestone, but in a world where startups raise hundreds of millions, it might not stand out unless it involves teleportation or reversing climate change overnight.

Instead of focusing solely on the funding itself, position it within a larger trend. A generative agriculture startup, for example, could frame its round as part of the broader shift toward sustainable farming—suddenly, it’s not just a funding story, it’s a future-of-food story.

2. Team enthusiasm is gold (and a double-edged sword)

Founders and VCs are deeply invested in their milestones—it’s what makes the ecosystem exciting. That same enthusiasm can blur the line between what feels newsworthy internally and what actually resonates externally.

For marketers, the challenge is validating this excitement while steering the conversation toward more strategic, high-impact storytelling. It’s about amplifying what truly matters—without turning every minor update into a ‘game-changing’ announcement.

That’s why being a marketer requires managing expectations and aligning internal priorities with media realities. And no, asking for a journalist to write a founder or a VC partner profile doesn’t make it happen. If that worked, every startup CEO would have a Bloomberg feature by now.

Journalists don’t hand out profiles like participation trophies. They typically focus on entrepreneurs or investors with exceptional growth metrics, high-profile exits, or truly unique career trajectories—not simply because someone wants one.

3. Don’t burn bridges with journalists

Pitching journalists at every turn might seem the right move, but overloading them with weak or unrealistic asks will backfire. As one tech journalist told me, “I get 500 pitches a day, and I can’t cover 99% of them.” (Translation: I will remember if you waste my time.)

Journalists count on marketers for quality stories, not inbox clutter. Respect their time, understand their workflow, and for the love of PR, don’t send a “Hey, just following up on my pitch from 6 hours ago” email. That’s a one-way ticket to the spam folder.

Long-term gain tip: Save your pitches for when you truly have something compelling to share. If you want a journalist to take you seriously, be the person who only reaches out when it actually matters.

4.LinkedIn is the MVP of underrated milestones

When journalists don’t bite, LinkedIn gives you a direct line to your audience. Use it wisely.

First, for thought leadership: Encourage founders and VC partners to post about industry trends, insights, and achievements. A well-timed hot take can boost visibility (but let’s not manufacture drama for engagement). Engaging LinkedIn content can even catch the eye of outlets or spark interest for future articles, creating opportunities to organically transition social media buzz into earned media coverage.

Journalists may not cover your funding round today—but if your team consistently shares sharp insights, they might be the experts a reporter calls next time they’re covering your industry.

Second, as an amplification tool: Not every announcement will make headlines, but a strong LinkedIn campaign can deliver real impact. A funding post with a celebratory team photo or a 30-second video of the founder explaining the “why” can outperform some media coverage. Bonus points for behind-the-scenes content—authenticity wins every time.

Oh, and No, company pages aren’t enough. Personal profiles get way more engagement, so rally the whole team. And since even great content gets lost in corporate jargon, equip them with a ChatGPT prompt tailored to your guidelines, pre-written templates, and eye-catching visuals.

5. Celebrate wins, big or small 

A win is a win, and all milestones deserve recognition—even without a media splash. Not every announcement will make headlines, but if a team hits a milestone and no one celebrates it, did it even happen?

Host quarterly updates where you share both “visible” wins (media or LinkedIn shoutouts) and “quiet” wins (internal operational achievements). Highlight LinkedIn successes, like a team member’s post gaining serious engagement or a sudden spike in their follower count.

Sharing these wins boost morale and create FOMO. Because let’s be honest, if someone’s colleague suddenly becomes a LinkedIn rockstar, they’ll want in on the action too. Before you know it, the whole team is posting, and your company’s presence grows organically—no awkward “please share this” Slack messages required.

Furthermore, this creates a virtuous cycle: the more the team posts and establishes their presence on social media, the higher the likelihood of gaining media visibility. Play it right, and the next time a journalist needs an expert, they might slide into your DMs.

The bottom line

Marketing is a balancing act—amplifying what matters while managing expectations and protecting media relationships.

By building trust with journalists, leveraging LinkedIn, and spotlighting wins strategically, even the smallest milestones can shine without wasted opportunities. Master this balance, and the next time a journalist needs an expert, they won’t be looking elsewhere—they’ll be looking at you.

Heba Hitti  is the Marketing and Communications Director at Serena.