Stop Hiding and Get Seen: How PR and Storytelling Fuel Business Growth
Jenny Beres
Podcast Episode 278
You can have the best product or service in the world, but if no one know about it, it won’t move the needle. Visibility is the lifeblood of growth - and in today’s noisy online world, how you get seen matters just as much as being seen at all.
That’s why public relations (PR) is no linger a “big brand only” strategy. It’s one of the smartest, most sustainable tools small-business owners can use to build trust, credibility, and momentum.
In this episode I sit down with Jenny Beres, co-founder of Pink Shark PR, to talk about the real role PR plays in small-business success and why storytelling - not self-promotion, is what actually gets you noticed.
PR Isn’t About Selling - It’s About Connecting
Most entrepreneurs lump PR in with marking and think it’s all about ads or flashy campaigns. Jenny reminds us that PR is a bridge, not a billboard. It connects your business to the public through relationships you build with media outlets and their reporters who share stories people actually care about.
What makes something newsworthy isn’t your revenue milestone, rather in impact behind it.
“Products aren’t interesting. People are,” Jenny shared. “Tell the story beyond the story - how your work helps, teaches, or inspires others.”When your focus shift from “look at me” to “here’s how this matter to you”, your visibility becomes meaningful - and that’s what earns real media attention.
Own Your Expertise (Even When It Feels Uncomfortable)
One of the biggest takeaways for our conversation was how many business owners struggle to own what makes them great. Jenny sees it all the time: entrepreneurs downplaying their success because they don’t want to sound arrogant.
But the truth is - credibility starts with confidence.
Reporters, customers, and investors all want to hear from experts, not apologetic professionals. So, say it out loud: I KNOW MY STUFF!
Visibility isn’t about ego. It’s about leadership. The more confidently you show up, the more people trust you and then the more growth you’ll see in your business.
Storytelling Is Your Superpower
Your founder story is your most valuable PR asset - but only when it connects back to your audience. Think of it less as “my journey” and more as “how my experience helps others.”
A strong story:
Builds instant emotional connection.
Turns your audience into advocates.
Keeps your brand human in a world full of algorithms.
And you don’t need to wait until your business hits a big milestone to tell it. Small, consistent stories build momentum faster than on viral moment ever will.
Relationships Beat Algorithms
In an age of automation and AI, genuine connection stands out more than ever. Jenny advises getting to know the reporters and publications that align with your industry. Read their work, engage with them on LinkedIn, and build a real relationship before you ever pitch.
People can spot a copy and paste email a mile away, and it often causes them to just hit delete or unsubscribe. Be the entrepreneur who actually cares about the conversation you’re trying to join.
You’re Not Too Small To Get Media Exposure
Think PR is only for major corporations? Think again!
Relevance beats size every time. Reporters care about interesting, timely, relatable stories - not company headcount.
Even a solo business can earn coverage if the story is fresh and the perspective valuable. Start where you are, use what you have, and build from there.
Do PR The Smart Way
If hiring a full-service PR agency feel out of reach, you can still start today:
1. Identify 3 to 5 reporters who write about your industry.
2. Follow and engage with their content.
3. Craft a short, value driven pitch tied to something relevant in the news.
4. Keep your focus on service, not self-promotion.
Over time, you’ll build relationships that lead to features, interviews, and new audiences who already trust you.
Final Thoughts
As Jenny said, “Don’t try so hard. Have fun with it.”
PR doesn’t have to feel forced or fake. When you show up authentically and focus on helping your audience, your story will naturally spread further than any ad campaign could.
You already have what you need! Your story, your experience, and your voice. Now it’s time to use them.
Jenny’s bio
Jenny Beres is the Co-Founder of Pink Shark PR, a Los Angeles based PR agency that champions women founders, executives and leaders. Her clients are regularly featured in elite media outlets like Forbes, FastCompany, Fortune, The LA Times - and she's forever a girl's girl wanting women to dominate the media, share their stories and ultimately get comfortable with visibility and taking up real space.
To connect with Jenny further:
LinkedIn: https://www.linkedin.com/in/jenny-beres-4b1847106/
Website: https://www.pinksharkpr.com/
Don’t forget …
Share your thoughts, ideas and story with me! I love hearing all the amazing things you are working on.
