I’ve been writing for Forbes since 2017, covering founders in fashion, beauty, and wellness—and one of the most common questions I get from early-stage entrepreneurs is:

“Do I NEED a PR agency to get featured?”

The answer: No.

Some of my all-time favorite stories started not with a polished pitch deck or an agency rep—but with a direct DM from a founder who believed in what they were building.

So let me walk you through exactly how to make your brand press-ready and get on an editor’s radar—without spending a dime on a publicist.ays seeking ways to be more efficient and elevate my relationship to time.

1. Start With a Story, Not a Product

A compelling product is great.
But a compelling story is what makes us pay attention.

When I covered Sunday Forever, a DTC lifestyle brand, I didn’t write the feature simply because of their candles and robes. It was the founder’s backstory of burnout, and her mission to turn every day into a “Sunday forever,” that made it unforgettable.

What lights you up?
Why did you start this?
What’s the bigger message behind your brand?

That’s the magic sauce. That’s what editors are looking for.

2. Press = Momentum, Not a One-and-Done Moment

A great feature isn’t the finish line—it’s the spark.

Press gives your brand credibility and visibility, but it also unlocks the momentum that propels you forward. One great story can lead to another. My advice? Focus on getting one amazing hit—something evergreen, something rich in story. That one “yes” can change everything​.

3. Collaborate to Elevate

No PR budget? No problem. One of the smartest ways to expand your reach and cut through the noise is through brand collaborations.

Take Peel, a Miami-based soft serve brand that caught my eye—not through PR, but through its collabs with like-minded brands like Crown Affair and Saie. The synergy was authentic, and it got my attention.

Look for brands with a shared ethos. Co-create. Cross-pollinate your audiences. Editors are watching.

4. Use Social Like a Pro

If your Instagram feed isn’t telling your story, you’re missing out on the easiest way to catch an editor’s eye.

We’re all scrolling. We’re all searching. We’re all looking for the next interesting, resonant brand. Your content should be niche, intentional, and emotionally resonant. That’s what pulls us in​.

5. How to Slide Into an Editor’s Inbox (Without Getting Ghosted)

Here’s how to stand out in a sea of hundreds of daily pitches:

  • Nail your subject line. Think like a headline writer. Add a stat if you have one.
  • Make it personal. Use the editor’s name. Mention a story they wrote and why it spoke to you.
  • Get to the point. Three short paragraphs, max.
  • Offer a teachable takeaway. How does your story make the reader smarter or inspired?
  • Don’t lead with your celeb mention. Lead with your ethos.

The best pitch? It needs to feel human, not templated.

6. When You Don’t Have “News,” Lead With Insight

Not launching a product? No massive sales spike? You can still be press-worthy.

Maybe you turned down VC funding to maintain ownership. Maybe you have an unconventional work culture. Maybe you sleep in—and built a business that supports slow mornings as a result.

The point is: Editors love stories that shift perspectives and spark conversation​. How are you flipping the script and being disruptive?

7. Be Public-Facing—But Keep It Real

You don’t need to become an influencer.
But having a personal brand presence builds trust—and makes your story easier to tell.

Use your Instagram or LinkedIn to show the behind-the-scenes. The challenges. The learnings. The expectation-versus-reality moments. These aren’t just good for content. They make you bookable for panels, podcasts, and… yep, press features.

Everyone Is Deserving Of A Story

You don’t need a publicist to be press-worthy.
You need a clear story, a smart approach, and the courage to reach out.

Focus on making one meaningful connection. Get that one yes.
Because the truth is: momentum builds when you believe in yourself enough to put yourself out there.

Want to connect or pitch me? I’m always happy to hear from founders—find me on Instagram @alwayskarin or connect on LinkedIn. Let’s keep building stories that matter.