Let’s face it – PR can feel like smoke and mirrors when you’re a founder juggling a million priorities. You want results. You want visibility. You want growth. And fast.
But too often, we see founders jump into PR with the wrong expectations and end up frustrated, burned, or both.
Here’s what many founders get wrong about PR and what’s actually worth focusing on if you want it to work.
Myth 1: “PR is just press releases.”
Reality: Press releases are one tiny tool in a much bigger toolbox.
A good PR strategy isn’t just about shouting your news into the void. It’s about building relationships, shaping your reputation, and creating moments that actually matter to your audience. Yes, you might use a press release. But if you stop there, you’re barely scratching the surface.
What to focus on instead: Think story-first. What’s the narrative your brand owns? What problems are you solving? Journalists (and audiences) don’t care about your new product launch – they care about the bigger picture it fits into.
Myth 2: “PR = quick sales.”
Reality: PR builds brand trust and awareness over time. It’s not a direct-response sales tool.
If you’re expecting a media feature on Tuesday to result in a spike in sales on Wednesday, you’re setting yourself up for disappointment. PR is the long game. It makes people notice you, remember you, and choose you when they’re ready.
What to focus on instead: Use PR to support the entire customer journey. It builds top-of-funnel awareness, nurtures interest, and supports conversion by reinforcing credibility and trust.
Myth 3: “It only works if we’re already well-known.”
Reality: PR is how you become well-known.
Waiting until you’ve “made it” to invest in PR is like waiting to go to the gym until you’re already fit. The earlier you start building visibility, the more momentum you create.
What to focus on instead: Start where you are. Tell real stories. Share founder insights, customer success, and the ‘why’ behind your brand. Media loves a strong point of view – even if your company’s still growing.
Myth 4: “We need to be in [insert big-name publication].”
Reality: One big hit is nice, but consistent, targeted visibility matters more.
Chasing one-time glory in The Times or Wired might feel good, but if your customers aren’t there, or if you can’t repurpose that win into long-term value, it won’t move the needle.
What to focus on instead: Go niche. Go local. Go where your audience actually is. Trade publications, LinkedIn, podcasts, industry blogs – they all carry weight when used strategically.
Myth 5: “We can do it all ourselves.”
Reality: PR takes time, relationships, and consistency, not just good intentions.
You might technically be able to write a press release and send a few emails. But getting meaningful coverage, crafting the right stories, and staying on top of opportunities takes real expertise.
What to focus on instead: Build a trusted team – whether in-house or agency – who understands your sector, your audience, and how to connect the dots between PR and business growth.
Final Thoughts
PR isn’t a magic wand. But done right, it’s a powerful way to make your brand visible, credible, and trusted, especially in competitive sectors.
If you’re a founder wondering where to start, here’s our simple advice:
- Get clear on your message.
- Focus on your audience.
- Think long-term.
- Stop chasing headlines—start building relationships.
And if you need a partner who gets it, we’re here!