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Updated 29 Sep 2020

Vincent Magwenya of Magna Carta: How to tell your business story

How do you get the media to write about your company? It’s simple, says Vincent Magwenya from PR consultancy Magna Carta: You need to tell your story in an engaging way. 

GG van Rooyen, 07 April 2016  Share  0 comments  Print

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Thanks to the constant need for content, the media is always looking for a good story. This means that journalists are always willing to tell your story, provided you can provide them with a good angle.

Marketing is of course important, but receiving free exposure can be a great boon to any business. Not only can it save you money, but editorial content often resonates more with consumers than overt marketing material.

The question is, however: How do you go about convincing journalists to write about your business? According to Vincent Magwenya, CEO of the Magna Carta PR consultancy, the secret lies in knowing how to pitch your story.

“It all comes down to authenticity,” says Magwenya. “As a company, you need to be able to tell your story in an honest and engaging way. A lot of that comes down to you as the entrepreneur. You are the face of the business, so the story of the business really needs to beyourstory.”

Related: Musician Concord Nkabinde on treating music like a business

Being newsworthy

Vincent -Magwenya -of -Magna -Carta

Another important aspect to pitching your story is knowing how to provide a newsworthy angle. Apart from telling your own engaging story, it is also worth focusing on two things: The social relevance of your company and the innovative nature of your operation.

“Because of South Africa’s socio-economic situation, there is great value in highlighting the positive impact your business is making on society,” says Magwenya.

Too many companies are obsessed with talking about product. Sadly, if you want the media to write about product, you’ll probably have to pay for it. However, if you talk about the impact your business is making on employees and clients, your story is suddenly newsworthy and relevant.

Another great way to get journalists interested is to talk about innovation. “Innovation is always newsworthy,” says Magwenya. “The companies that are written about the most are the ones that are constantly innovating.”

Consider a company such as Tesla. Elon Musk’s company spends virtually nothing on marketing, yet the company is always being written about. Why? Because Tesla is leading the charge when it comes to the electric car – and that is a story worth telling.

Related: Elon Musk’s secrets to mega growth


  • Be authentic when telling your story. Don’t try to hide your mistakes and disappointments. These are the things that make your story unique and interesting.
  • Focus on the socio-economic impact your company is having on society. Companies that make the world a better place are always worth talking about
  • Innovation is incredibly newsworthy. Always highlight the ways in which your business is changing the game. 
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GG van Rooyen

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