The Telegraph called… this is how they want you to present your entrepreneurial story
If you want to get your founder story featured in The Telegraph, this is what editors look for in a pitch.
We recently spoke with Bex Burn-Callander, a regular contributor at The Telegraph, to find out exactly what editors are looking for when a pitch lands in their inbox. The short answer? It's not what most founders think.
Editors aren't looking for perfect businesses. They're looking for people.
The setbacks, the turning points, the moments where things almost didn't work out and how you came through on the other side.
Here's what Bex told us.
How to write a Telegraph-ready founder pitch hook
Before anything else, you need an angle. And an angle isn't your turnover growing, your hero product or a trending ingredient. Bex is clear on this: it's about what you've done that's unique, what challenge you've overcome and what someone else can learn from it.
The dream pitch? One where the angle is right there in the subject line and the headline is already forming in the editor's mind before they've finished reading.
Why specifics make or break your pitch
A compelling claim isn't enough on its own. You have to prove it. If you're pitching a story about building your business to get your kids out of debt, you need to show the progress you've made on that goal. Editors want credibility, not just a good line.
Don't be afraid to show raw emotion
The more human you are, the better your chances. Bex puts it simply: it's not just about what happened, it's about how you felt, how you reacted, how you adapted and how it changed you. That's what makes a reader feel like they're right there with you.
Be specific
Details and numbers matter more than most founders realise. Be clear on dates, figures and outcomes. A lot of founders are private about their numbers when they don't need to be. Specificity builds trust and makes your story far more compelling to a journalist trying to verify it quickly.
What types of founder stories The Telegraph is publishing right now
The editorial mood has shifted. For a while, struggle-led stories were flying. But Bex says the appetite has moved towards the uplifting and aspirational. People want to read about founders who found something unexpected and turned it into something extraordinary. Hope, ambition and optimism go a long way right now.
You’ve got the insight…
… but how do you put this into action?Good news: none of this requires a PR agency or a big budget. Just a bit of prep. Before your next pitch lands in a journalist's inbox, do these three things:
Write a hook that makes an editor stop scrolling: Identify the personal element of your journey that is unique and relatable. Focus on challenges overcome, pivotal decisions or unconventional routes to success. Keep it to one or two sentences. For example: "Ex-teacher reinvents career to launch sustainable fashion brand, pursuing her first million."
Make journalists find you before you pitch: The press regularly scan LinkedIn to find founders with compelling stories. Post publicly about your business insights, expertise and milestones to make yourself discoverable before you ever send a pitch.
Make your story easy to verify: When you pitch, lead with concrete numbers, dates and outcomes. This helps journalists verify your story quickly and increases your chances of getting a response. For example: "Our baby sleep startup grew from £10k to £50k revenue in 12 months, using NASA-grade fabric technology."
The founders who get featured aren't always the ones with the biggest businesses, they're the ones who know how to tell their story.
The biggest takeaway
Getting into The Telegraph comes down to three things: a clear angle, credible proof, and the ability to tell your story in a way that resonates with readers. You don’t need the biggest business, just the right narrative.
Start with the problem you solve and why it matters to readers right now. Get that right and you’re already ahead of most pitches.
Want to get your story in front of the press?
Knowing what to say is one thing. Knowing how to say it, who to send it to, and when to hit send is what gets results. PR Dispatch gives product and eCommerce brands the tools to write stronger pitches, reach the right journalists and stay consistent with PR.
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