For many founders, building a great product is only half the battle. The other half is making sure the right people hear about it. Without a clear story or media presence, even the best ideas can go unnoticed.

Enter Priscilla Pollara, a former BBC journalist turned PR strategist and founder of Top Trick. She helps entrepreneurs cut through the noise by crafting compelling brand narratives, targeting the right channels and making press coverage achievable for startups without big budgets.

In this conversation with Anthony Rose, Priscilla shares insider tips on how founders can take control of their own PR, avoid common pitfalls and create messaging that turns curiosity into customers.

Key takeaways 

Why PR matters for founders

• Even the best ideas can fail to gain traction if no one hears about them.
• PR isn’t just for big brands. Early-stage founders can use it to build credibility and trust.
• The key is telling a story that’s relatable, relevant and resonates with your target audience.

Making PR work on a startup budget

• You don’t need expensive agencies. Founders can take a DIY approach with the right guidance.
• Start by identifying the platforms and publications your audience actually uses.
• Focus your efforts on a few high-impact opportunities rather than trying to be everywhere.

Common PR pitfalls to avoid

• Pitching without a clear, newsworthy angle will get ignored.
• Overloading journalists with too much information reduces your chances of coverage.
• Avoid generic messaging. Your uniqueness is your advantage.

Turning story into growth

• A consistent PR strategy builds momentum and keeps your brand top of mind.
• Founders who invest in telling their story often see benefits beyond press, like stronger partnerships and investor interest.
• The right message, delivered to the right audience, can turn curiosity into customers.