Let Your PR Do the Talking (So You Don’t Have To): How to Be Seen as the Expert - Even When You’re Not Feeling It
By Jo Swann, Founder of Chocolate PR, Author of ‘Celebrating You with PR’ and Podcast host of ‘PR Powerhouse’As we step into 2026, many of us begin the year with renewed goals, big dreams, and the very best intentions. Yet, if we’re honest, those intentions often fade just as quickly as our January health resolutions.
If you’ve been in business for a while, I’d guess PR has crossed your mind more than once. And if you’re a newer founder, while PR itself might still feel unfamiliar, chances are that visibility is firmly on your list.
Many business owners start the year determined to “get more visible”, “be more seen”, and build credibility, authority, and trust. And rightly so. The online space is louder than ever, competition is increasing, and the businesses that stand out are those perceived as true experts in their field.
But despite good intentions, visibility is often the first thing to slip.
Day-to-day business pressures take over. Without a clear PR strategy or support, it can feel overwhelming. Or the confidence we start the year with begins to waver. Self-doubt creeps in, imposter syndrome gets louder, and suddenly showing up as the expert you are feels much harder than it should.
This is where PR can work for you - quietly, consistently, and powerfully.
Photo: Jo Swann, Founder of Chocolate PR
What PR Really Is (and Why It Matters)
In simple terms, PR is about securing media coverage by sharing information that is useful, engaging, or relevant to an audience. This might be through print or online articles, radio, TV, podcasts, or interviews.
That could look like:
sharing your founder story
offering expert commentary or opinion
contributing practical advice or insight
responding to topical conversations
At its heart, PR helps people truly see you - your values, your expertise, and what you stand for.
In an online world where trust can take time to build, PR acts as a shortcut. When people hear you speak, read your insights, or see your story featured by respected media outlets, credibility forms far more quickly. Trust builds before a sales conversation ever begins.
PR as Quiet Authority
One of the most powerful aspects of PR - particularly online PR - is the way it continues working long after it’s published.
Think of it as your extended digital footprint.
Before most people invest in a service provider, they research. They Google. They look for third-party validation. They want reassurance that you’re established, credible, and trusted.
When your name appears in articles, interviews, podcasts, and features, it signals authority. It shows that others trust your voice enough to platform it. That matters - especially now, as AI-driven search increasingly looks for external evidence of expertise when making recommendations.
And unlike social content that disappears quickly, PR compounds. Articles and interviews remain searchable, building your profile quietly over time and helping the right people find you when they’re ready.
Visibility Without Being “Always On”
Perhaps the best part? Much of PR happens behind the scenes.
You don’t need to be constantly on camera. You don’t need to show up daily on social media. In many cases, you’ll never speak directly to a journalist - your words do the work for you.
PR allows you to present a considered, confident version of yourself, even on days when confidence feels harder to access. It gives you permission to step back while still being seen as credible, capable, and established.
Let your PR do the talking so you don’t have to rely solely on social media. Let your PR show your expertise without constant self-promotion. Let your PR position you as the expert - even when you don’t feel like one.
When done well, PR can significantly accelerate business growth. We often see it shorten timelines that would otherwise take years, simply because trust and authority are established faster.
Getting Started with PR
Creating effective PR does require some initial groundwork.
Whether you’re sharing your story or your expertise, a strong media bio is essential. This gives journalists a clear sense of who you are, what you do, and why your voice matters - beyond selling.
From there, research is key. Identify publications, platforms, and journalists who regularly cover your industry or topic. Consistent PR comes from targeted outreach, not scattergun pitching.
Next, consider what you’re offering:
a founder story written in a press-ready format
a tips or advice piece with a strong headline
a topical opinion or expert stance
Doing some of the work upfront makes it far easier for media to say yes.
When you reach out, show up confidently. Credentials, mission, and experience matter. A well-written media bio becomes a tool you can reuse again and again, helping you step into your expertise more fully each time.
Seen - Without Always Being Seen
PR isn’t about being everywhere. It’s about being findable, credible, and trusted.
Building visibility doesn’t mean performing confidence or being constantly available. When you use PR strategically, you can step back while your reputation continues to grow - quietly working in the background.
And for founders who don’t love being centre stage all the time, that balance can make all the difference.
If you’d like to explore PR further, my PR Powerhouse podcast and my book Celebrating You With PR offer practical guidance on getting started.
