News Mavericks Lift the Lid on Why Stories Fail
At the Founders Forum stage during Fintech Connect, Fintech Fringe went beyond the headlines to explore what it really takes for your press release to cut through the noise.
FinTechs often face a frustrating question: “Why didn’t our incredible story make the headlines?”
At our recent panel, moderated by Angela Yore, CEO of SkyParlour, that question sparked an animated—and occasionally fiery—discussion. With a journalist, a marketer, and a content platform founder all weighing in, the session was a crash course in crafting stories that resonate, complete with moments of palpable tension as contrasting viewpoints emerged.
Here’s a glimpse into the sharp insights—and spicy disagreements—that defined this heated discussion.
“The Media Doesn’t Care About Your Product”
Matt Browning, reporter at Your Money, didn’t hold back, pointing out that many FinTech press releases fail to connect with what audiences—and by extension, journalists—actually care about.
“Too many companies talk about themselves. News is about the audience, not your brand. If your story doesn’t directly impact the reader or solve a problem, it’s not newsworthy.”
Sheila Mitham, CEO of Inbound FinTech, pushed back, arguing that it’s not always about the audience first but about how the story is packaged.
“A great story can be hidden under a poorly crafted press release. Sometimes it’s not the story that’s the problem; it’s the way you’re telling it. Strong messaging and knowing how to frame your narrative can completely change the way it lands.”
This sparked a spirited debate, with Matt countering:
“No amount of packaging can save a weak story. If it’s not relevant or timely, it doesn’t matter how slick the delivery is.”
Angela Yore stepped in to diffuse the tension, wryly noting:
“Well, looks like we’ve uncovered the battle between content and context!”
“Timing is Everything—But It’s Not an Excuse”
Ali Patterson, founder of FF News, brought a strategic lens to the discussion, highlighting the importance of timing.
“If your story drops during a major acquisition or funding round, good luck getting any traction. Timing isn’t just about avoiding bad days; it’s about riding the waves of what’s already happening in the market.”
Sheila, however, wasn’t convinced that timing was the sole issue for most FinTechs.
“Timing can’t be the scapegoat every time your story doesn’t land. Sometimes, it’s about deeper issues—like not understanding the media’s priorities or failing to connect your story to bigger industry trends.”
Angela leaned in, inviting the audience to weigh in on what they’ve found most challenging: timing, storytelling, or relevance. A lively back-and-forth ensued, with the audience split between those who felt underserved by the media and those who admitted their PR strategies needed work.
“Stop Playing It Safe”
The spiciest exchange came when Angela asked the panel why so many FinTech stories fall flat despite significant innovations in the sector.
Matt was blunt:
“Because they’re boring. Too many FinTechs play it safe. They announce funding, partnerships, or new products in the most generic way possible. Where’s the ambition? Where’s the risk? If you’re not excited about your story, why should anyone else be?”
Ali added fuel to the fire, pointing to a tendency for FinTechs to emulate each other rather than carving out unique narratives.
“Everyone’s chasing the same buzzwords—AI, ESG, digital transformation. The real innovators are the ones telling the untold stories, like how their product saved someone money, improved a business process, or addressed a niche market need.”
Sheila wasn’t having it:
“That’s easy to say when you’re the one picking the stories. From a FinTech’s perspective, it’s not about being boring—it’s about being heard over the noise. And sometimes, sticking to the basics is what works for their audience.”
Takeaways for FinTech Storytellers
The panel didn’t pull any punches, but they did deliver actionable advice for FinTechs:
- Take Risks with Your Narrative
Play it safe, and you’ll blend in. Highlight the unexpected angles of your story—whether it’s the human impact, the real-world challenges you’ve solved, or the quirky journey behind your innovation. - Don’t Just Chase Trends—Own Them
Avoid overusing buzzwords without substance. Position yourself as a thought leader by linking your story to emerging industry trends in a way that feels fresh and relevant. - Master the Art of Timing
Avoid launching your story in busy news periods, but don’t use timing as an excuse. Instead, align your narrative with broader conversations in the industry to create momentum. - Build Relationships Before You Need Them
Journalists and editors are more likely to cover stories from sources they trust. Invest in building relationships through networking, personalised pitches, and consistent value. - Think Beyond the Press Release
Your story doesn’t live or die on a press release. Make sure your digital presence, social media, and follow-up materials reinforce and amplify your narrative.
In summary
Angela closed the session with a grin, joking,
“Who knew storytelling could get so spicy? But hey, if it gets people talking, isn’t that the whole point?”
For FinTechs frustrated by their headlines—or lack thereof—this session was a reminder that standing out requires strategy, creativity, and a willingness to embrace the heat.
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