7 PR Mistakes Women Founders Make (and What to Do Instead)

7 PR Mistakes Women Founders Make (and What to Do Instead)

Public relations has a reputation problem.

For many women founders, PR feels mysterious, expensive, or reserved for brands that have already “made it.” Others assume it’s just another word for posting more content or sending a few hopeful emails into the void.

In reality, PR is simpler and more strategic than most founders are led to believe.

Most founders don’t struggle with PR because they’re doing something wrong. They struggle because the advice they’ve been given about visibility is often incomplete.

Here are seven of the most common PR mistakes women founders make, and how to correct them in a way that builds real authority, not fleeting attention.

1. Confusing Visibility with Credibility 

Being visible and being credible are not the same thing. You can post every day, show up on every platform, and still not be positioned as an expert in your space.

Visibility gets eyes on you. Credibility gets people to trust you, and trust is what opens doors.

What to do instead

Before asking, “How do I get more exposure?” ask, “What am I known for?”

Strong PR starts with a clear point of view, not volume. The goal isn’t to be everywhere. The goal is to be remembered for something specific.

2. Pitching Themselves Instead of a Perspective 

One of the fastest ways to get ignored by media is leading with credentials alone.

Editors aren’t looking for résumés. They’re looking for insight. They want timely perspectives, strong opinions, and useful context for their audience.

What to do instead
Lead with the idea, not your bio. Anchor your pitch in a problem you can explain clearly or a trend you understand deeply.

Your expertise should support the story. It shouldn’t be the entire story.

3. Waiting Until They Feel “Ready” 

Many women founders delay pitching until they feel more confident, more established, or more polished.

The problem? Confidence usually comes after visibility, not before it.

What to do instead
Pitch from where you are and do it strategically.

Authority isn’t granted once you hit a certain milestone. It’s built through consistent positioning and showing up with clarity over time.

‍4. Chasing Big Outlets Too Early

National features are exciting, but they’re rarely the best place to start.

Founders often overlook smaller, niche, or regional outlets that are far more aligned, and far more likely to say yes.

‍What to do instead
Build momentum before you chase logos.

A thoughtful feature in the right publication often does more for your credibility than a fleeting mention in a big-name outlet that isn’t aligned with your audience.

5. Following Trends Instead of Building a Narrative 

Trends can spark ideas, but they don’t build long-term authority.

When your PR strategy is trend-driven, your visibility becomes scattered and, more often than not, forgettable.

What to do instead
Develop a clear narrative that connects your expertise, your experience, and the problems you solve.

A strong narrative gives editors, and audiences, a reason to come back to you again and again.

6. Speaking Like a Generalist When They Want to Be Known as an Expert

Trying to appeal to everyone often leads to sounding like no one in particular.

General language feels safe, but it rarely positions you as a go-to authority, regardless of industry.

What to do instead
Be specific. Name your lane. Own your expertise, even if it feels narrow at first.

Clarity signals confidence, and confidence is what opens doors in PR.

7. Treating PR as a One-Time Campaign 

A single feature, podcast appearance, or mention won’t transform a business.

PR works best when it’s approached as a long-term asset, not a one-off win.

What to do instead
Think in terms of positioning, not publicity.

Each piece of press should reinforce how you want to be known and what opportunities you want next, whether that’s clients, partnerships, or speaking engagements.

The Bigger Picture

The founders who succeed with PR aren’t louder or more aggressive. They’re clearer.

They understand that visibility is not about chasing attention. It’s about earning trust. And trust is built through consistent, thoughtful positioning over time.

PR doesn’t have to feel intimidating or out of reach. When approached strategically, it becomes one of the most powerful tools a founder can use to support growth, credibility, and long-term demand.

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