Why Small Business Is Often Left Out of Major News Networks

Why Small Business Is Often Left Out of Major News Networks

In today’s media landscape, the voices of small businesses are often overshadowed. While small businesses are the backbone of the economy, generating jobs and innovation, they rarely make the headlines of major news networks. Why is this the case?

Media Consolidation: The Power of Big Business

Approximately 90% of U.S. media is controlled by six major conglomerates: Comcast, The Walt Disney Company, Warner Bros. Discovery, Paramount Global, Fox Corporation, and Sony. This concentration of ownership means that a small number of executives and board members have substantial influence over the information and narratives presented to the public.

The Focus on Large Corporations

Major news networks prioritize stories that attract the largest audiences and advertising dollars. This often means a focus on large corporations, high-profile CEOs, and major economic events that can capture national interest. Unfortunately, the challenges, successes, and innovations of small businesses are frequently overlooked.

Why Small Business Stories Are Sidelined

1. Lack of Advertising Power: Small businesses lack the advertising budgets that large corporations use to maintain relationships with media outlets.
2. Limited Public Relations Resources: Big businesses employ dedicated PR teams to maintain their public image and secure media coverage.
3. Media’s Profit Motive: News networks prioritize stories that maximize viewership and ad revenue, often focusing on sensationalism rather than the day-to-day realities of small businesses.
4. Editorial Bias: With major corporations owning most news networks, there is an inherent bias toward covering stories that align with the interests of their corporate owners.

The Missing Perspective: Small Business and the Tariffs

The recent 'Strings Attached' article highlighted how major corporations benefited from new tariffs, while small businesses suffered. But did you see this story on the front page of any major news network? Likely not. That’s because stories that expose how big businesses benefit at the expense of small businesses often struggle to gain mainstream media coverage.

How Small Businesses Can Gain Media Visibility

Despite the dominance of big business in the media, small businesses can still gain coverage by:

• Building Relationships with Local Media: Local newspapers, radio stations, and online outlets are more likely to feature small business stories.
• Creating Compelling Press Releases: Crafting newsworthy press releases with a strong narrative can capture media attention.
• Leveraging Social Media: Small businesses can bypass traditional media by building a strong presence on social platforms.
• Telling Authentic Stories: Journalists are drawn to unique, human-interest stories that showcase the real impact of small businesses.

Final Thoughts

The dominance of big business in media is undeniable, but small businesses don’t have to remain invisible. By understanding the media landscape and leveraging strategic storytelling, small business owners can ensure their stories are heard.

But with major corporations controlling most of the media, can small businesses ever truly have an equal voice?

Written by Darlene M. Ziebell, a four-time entrepreneur who has built 7 and 8-figure businesses and a seasoned management consultant to the Fortune 1000. With firsthand experience on both sides of the economic divide, she understands the high-stakes challenges small businesses face.