Every leader has a personal story in addition to the problem their company is solving. The savviest founders understand that showing their human side will help them be more relatable to others.

Whether it’s highlighting lessons learned along the way, or a particular challenge overcome, showing vulnerability and connectedness can help persuade reporters that you have something important to share—beyond just the business case.

It’s critical for founders to be able to explain their technology in simple terms. Sticking to easy-to-understand terminology and delivering focused messages can go a long way in attracting the attention of reporters.

As tech becomes more complicated, reporters can’t possibly have an in-depth understanding of every product or service; it’s up to founders to make this information easily accessible and engaging.

Make sure that your story is actually newsworthy and ties in with the current news cycle.

By connecting your point of view to the stories that already have the public’s attention, your point of view will automatically become more relevant and interesting.

Every founder likely dreams of being featured in global news publications. But the savviest companies know that this kind of coverage doesn’t happen overnight. It requires time to form relationships with reporters and build up to it.

They know that there are a variety of outlets and channels that provide important audiences for their story. By including smaller, target media outlets and leveraging platforms like blogs and LinkedIn, or self-publishing in Medium, companies can build momentum and credibility, which will help convince the bigger outlets that they are worth covering.