Why PR is the missing piece in your growth strategy

You’ve built something amazing. Your business is growing, your product is solving real problems, and you may be getting some traction through various marketing efforts like influencers, digital ad campaigns, and SEO. But you can’t shake the feeling that your brand isn’t quite cutting through the noise. That’s where PR comes in, explains Samantha Dybac, CEO and founder The PR Hub.

If you’ve been watching other entrepreneurs and founder-led businesses gain media coverage, land speaking opportunities, and position themselves as industry leaders, you might be wondering: Is PR right for my business? The short answer is yes, but only if you do it right.

What PR actually is (and isn’t)

Public relations isn’t just about getting your name in the media. It’s about shaping how people perceive you and your brand. It’s the strategic art of storytelling. Turning your company’s mission, milestones, and challenges into narratives that matter to the public, investors, and customers.

Unlike digital ads or influencer collaborations, PR isn’t about immediate clicks or conversions. It’s about building trust and credibility over time. When done well, PR makes people see your brand as an industry leader rather than just another company shouting for attention.

The power of a founder’s story

 People connect with people, not just businesses. This is why some of the most effective PR campaigns are built around the founder’s journey. Your why, the challenges you’ve overcome, and what makes you different. In Find Your Why, Simon Sinek and his co-authors provide some great insights into the power of understanding your unique story, why it is important for your audience and some practical tips on how to go about getting started.

For a real life example, think about how Atlassian’s founders, Mike Cannon-Brookes and Scott Farquhar, have become synonymous with Australia’s tech success. Their story of bootstrapping Atlassian with a $10,000 credit card is now startup legend. It’s not just a story, it’s PR gold.

So, if you’re leading a high-growth business and wondering whether PR is for you, the first step is thinking about how your personal brand ties into your business story. What makes you uniquely positioned to solve this problem? What’s the journey that got you here?

Three Australian PR-Led startup success stories

 To bring this to life, here are three Australian, technology-driven businesses looking to achieve a positive social impact, that have nailed PR through storytelling and strategic media engagement:

1.    Heaps Normal: Changing drinking culture through brand storytelling

 Non-alcoholic beer brand Heaps Normal didn’t just launch with a product—they launched with a movement. The founders shared personal stories of why they wanted to challenge Australia’s drinking culture, positioning the brand as a lifestyle choice rather than just a beverage.

By leaning into their why, they gained widespread media coverage across mainstream and niche publications. PR helped them create a brand that wasn’t just about beer but about a cultural shift—leading to rapid growth and a passionate customer base.

2.       XPENG Australia: Using PR to launch a brand and cut through a crowded EV market

When global electric vehicle (EV) brand XPENG entered the Australian market, it faced a major challenge: standing out in a rapidly growing, highly competitive sector. Tesla dominated mindshare, while brands like BYD were already making a mark.

But in less than 12 months, XPENG has gone from being an unknown name in Australia to one of the country’s most recognised Chinese EV brands.

How? As the PR agency for TrueEV – XPENG’s exclusive importer, retailer and distributor in Australia, my business The PR Hub built out a strategy focused on positioning XPENG as a world class technology leader in the EV space, dedicated to empowering Australians with the knowledge, resources, and support needed to confidently embrace electric mobility. By securing media coverage in mainstream consumer, business, automotive, and tech outlets, including major features on XPENG’s X2 flying car, the launch of the SUV G6, and its technological edge over competitors, the brand has quickly gained credibility and trust with Australian consumers. This rapid traction demonstrates how PR can fast-track market entry and establish brand leadership in a new region.

3.      Who Gives a Crap: Turning toilet paper into a movement

Who Gives a Crap didn’t just sell toilet paper, they turned it into a social impact brand. The founder’s launch story (literally sitting on a toilet until they raised enough crowdfunding) made headlines, creating a strong emotional connection with their audience.

PR played a massive role in positioning the brand as the ethical choice in a competitive market. By consistently tying their product to a larger mission, they didn’t just gain customers, they built a loyal community and attracted global attention.

How to know if PR Is right for you

If you’re serious about growing your business, PR isn’t a maybe, it’s a must. But it works best when:

• You have a compelling founder story or mission behind your
• You’re willing to invest in long-term brand building, not just quick
• You want to attract investors, partners, and media attention beyond paid
• You understand that credibility and trust are built over

The best PR isn’t just about getting coverage, it’s about shaping the way people see your business. So, if you’re ready to cut through the noise and build something with real staying power, maybe it’s time to make PR a part of your strategy.

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