The PR Moment That Turned a Toothbrush Into News And What It Teaches Founders About Credibility
When a small startup founder sent out her own press release, nothing happened. But after hiring a boutique PR firm, a single local TV feature about her toothbrush company sparked national coverage. Within a week, that clip appeared on nearly 100 stations across the country. Sales surged, and her brand went from invisible to undeniable.
That’s the kind of transformation publicist Megan Bennett of Lightyears Ahead lives for. With more than 23 years of experience, she’s seen that authentic, earned media can drive growth and credibility in ways that paid ads simply can’t.
Why Earned Media Still Builds the Strongest Trust
In a world flooded with ads and influencer content, audiences have become skeptical. Global research from Edelman shows that media trust levels hover around 50% worldwide, yet people still value insights from local businesses, employers, and industry experts.
That’s where earned media, like press stories, local news features, or podcasts, stands out. These pieces lend borrowed trust. When someone else tells your story, it feels credible. It’s proof that your product or mission is worth talking about.
At Breakfast Leadership Network, we’ve seen similar effects with podcast guest appearances and thought leadership features. When a third party validates your expertise, your audience listens differently and they act. Read more on credibility in leadership.
The Decline of Social Reach and the PR Advantage
Organic reach on social platforms continues to shrink. According to recent studies, Facebook Page posts often reach just 2–6% of followers, and Instagram’s reach is dropping into single digits. The implication is clear: even your most loyal fans might never see your content unless you pay for visibility.
PR gives you another engine. When your story appears in an article, TV segment, or podcast, it lives longer than any social post. It keeps bringing you new audiences, especially when syndicated or shared across multiple platforms.
To amplify your visibility, combine earned media with your owned platforms: embed features on your website, link them in your newsletter, and share them through your podcast channels. This layered strategy compounds exposure and strengthens your brand reputation.
How to Craft a Winning Pitch in Two Sentences
Megan Bennett insists that PR pitches must hit fast. Reporters won’t read long emails, and statistics back her up. Over 65% of journalists prefer pitches under 200 words, and 73% instantly delete anything irrelevant to their beat.
Her golden rule: if your story’s hook isn’t clear in two sentences, it’s not ready. Start by identifying the emotional or human element: Why should the audience care? Then, connect it to something current, such as a seasonal theme, data trend, or social issue.
Want an example of how short-form storytelling drives impact? Check out this Breakfast Leadership Show episode on concise communication and authentic storytelling.
From Product to Story: Finding the Human Hook
Founders often mistake a product description for a story. “We’re a skincare brand with CBD” isn’t newsworthy, it’s generic. Instead, ask deeper questions:
Why did you create this product?
What problem does it solve?
What makes your results unique or measurable?
Why is this moment the right time for your brand?
When your story has purpose, journalists and customers alike can connect emotionally.
The PR Readiness Checklist
Before you spend a dollar on PR, Bennett recommends getting your foundation in place:
A fast, functional website with an easy checkout and visible contact page.
Updated headshots and clean, high-quality product images.
Inventory ready to ship immediately.
A founder or spokesperson who can speak with passion and authority.
Without these basics, even the best media hit won’t convert into sales.
When Small Stories Travel Far
The toothbrush story that went viral started with one local TV segment. It wasn’t luck, it was timing, clarity, and consistency. When coverage resonates emotionally or ties into larger trends, syndication can happen naturally.
This momentum effect is the same principle that drives viral podcast episodes or blog posts. It’s why your next earned mention could snowball into nationwide exposure if your message connects deeply enough.
Using AI to Enhance, Not Replace, PR
Bennett uses AI tools for research, scanning outlet databases, identifying trends, and brainstorming fresh angles. But she’s clear that technology can’t replace relationships. Journalists know when they’re receiving a template.
AI is a helpful ally, but authenticity still wins. As Muck Rack’s 2024 Journalism Report revealed, 70% of journalists say PR professionals are essential to their work, yet nearly half ignore pitches that feel automated.
For founders, that means personalizing every outreach and focusing on relationship-building over volume.
The Trust Gap: A Modern Opportunity
We’re in a fragile trust era. According to Edelman’s 2025 Trust Barometer, the world is seeing a “descent into grievance,” where people are skeptical of nearly every institution.
Your antidote? Transparency and credibility. When real journalists or respected experts share your story, you bridge the trust gap. PR doesn’t replace quality or authenticity, it amplifies it.
A 30-Day Founder PR Sprint
Here’s a simplified roadmap for founders who want to get started:
Week 1: Tighten Your Story
Write your two-sentence hook.
Collect proof: data points, testimonials, founder story, and mission clarity.
Week 2: Fix Your Infrastructure
Update visuals and website functionality.
Prepare shipping or service delivery processes for increased demand.
Week 3: Build Your Media List
Identify 30 journalists or podcasts aligned with your niche.
Draft three seasonal or newsworthy pitch ideas.
Week 4: Execute
Send short, personalized pitches before noon.
Follow up once within a week.
Respond quickly if interest comes in, journalists move fast.
Final Takeaway
The best PR stories aren’t manufactured, they’re human. As Megan Bennett put it, “PR works best when your personality shows and your story is easy to share.”
For thought leaders, founders, and professionals looking to expand their reach, PR remains one of the most powerful and sustainable trust-building tools available.
To explore more insights on leadership, credibility, and communication strategy, visit the Breakfast Leadership Blog or tune into the Breakfast Leadership Show podcast.
