Tech companies routinely confuse business milestones with media stories. Journalists don't.
This gap exists because business objectives are designed for internal alignment, while media narratives require external relevance. As a CommsTech agency, we use data and technology to bridge this divide. At its core, strategy answers what a company wants to achieve; the narrative frames why the world should care.
Why business strategy doesn't equal a story
Business strategies usually focus on growth targets, funding milestones, or product launches. While meaningful internally, these are rarely ‘news’ to a journalist on their own.
Media narratives are built on change, tension, and consequence. Journalists look for:
- What is different in the market today?
- What specific problem is being challenged?
- Who is affected by this shift?
- Why does this matter right now?
When PR simply repeats milestones, it fails to provide the framing necessary for earned media. Antidote ensures your news isn't just broadcast, but translated into something journalists can use.
The CommsTech advantage: From objectives to narratives
At its core, CommsTech is about interpreting business decisions through an external, data-driven lens.
A company expanding into a new market isn't just ‘growing’; it might be responding to a structural shift in the industry. A funding round is more than capital; it signals an acceleration of market change.
We connect internal intent with external impact. By leveraging CommsTech insights, we move the focus from ‘announcements’ to ‘meaning.’ A recent example is our work with a client which has just raised Series B funding. The business could demonstrate strong growth but had no market tension. We reframed its expansion as a response to regulatory fragmentation in fintech, and placed them in the FT within a fortnight.
Precision over volume: Building authority through timing
In the world of strategic communications, credibility is built by telling the right stories at the right time. CommsTech allows for precision, helping clients recognise exactly when to strike.
This approach shapes how a business is perceived by:
- Tier-one journalists and editors
- Institutional investors and analysts
- Strategic partners and potential hires
- Search platforms and discovery algorithms
Well-chosen stories travel further. By using data to inform our timing, Antidote ensures your narrative resonates more deeply than a constant stream of disconnected updates.
Where strategy meets earned communications
As a CommsTech agency, Antidote helps clients make sense of complex business decisions. We express these decisions in a way that reflects market reality and media logic.
The most effective media stories don’t start with a press release; they start with a clear understanding of the business context. In a fast-moving environment, attention isn’t earned by the scale of your effort, but by the relevance of your story.
Ready to turn your business goals into measurable results? Contact Antidote Communications today to discuss how our CommsTech expertise can turn your intent into industry leadership.
