When I launched Ember42 in June, I had several conversations with journalists, some of which led to media coverage. The business was new, but the relationships and work behind those conversations had been building for much longer.
It reminded me of an article I’d written about before: PR is like making great sourdough bread. You need to keep feeding the starter, give it attention and allow time for things to develop. You can’t neglect it for months and expect a beautiful loaf just because you have a sudden craving for it one day.
Yet, I often see leaders expect public relations to work that way. A launch is approaching. Sales need a boost. We’re entering a new market. We’re caught in a crisis and all eyes are on us. Suddenly, we need people to know who we are, understand our value and trust us enough to take a chance on us.
That’s a lot to ask of a first introduction.
Showing up
Over the past ten months, I’ve had 11 media engagements, resulting in eight commentaries, two features and one national podcast. Alongside those, I’ve had two invited speaking engagements in Hong Kong and Singapore, one published long-form article and the opportunity to judge an APAC industry award. I also worked with my PRCA APAC Sustainability Group peers for nearly a year on a regional Sustainability Communications Glossary, which we recently launched.
These are different kinds of contributions. Timely commentary, speaking, judging and collaborating on an industry resource sit alongside earned media as part of the wider work of building a reputation. These all take considerable amount of time, lots of strategic planning, research and executing.
What’s critical here is the regularity and consistency. Each opportunity gave people another way to understand how I think, what I care about and where my experience might be useful. Much like investing, the value compounds over time as familiarity and trust build, creating more opportunities for the business to grow. So by the time Ember42 launched, there was already a body of work people could explore. The company name was new; the experience and points of view behind it were there to see.
Why earned media matters in an AI era
AI makes it easier to produce polished content quickly. My view is that this makes evidence of real experience and independent scrutiny even more valuable.
When a journalist reaches out and includes your perspective, your contribution has passed through an editorial decision about what is relevant to their audience. That doesn’t make coverage an endorsement of everything you do. It does, however, give people a way to encounter your expertise beyond your own marketing.
That coverage can now reach people in another way. Reuters reported this month that CNN, Axios and the Financial Times had joined Google’s AI news programme. What this means for brands and business leaders is that credible coverage (ie earned media, not paid) can help shape how prospective customers discover and understand your business through AI-assisted discovery before they even reach your website. No individual piece guarantees an AI citation or recommendation, but there is value in having substantive, accurate information about your business available beyond your website.
As technology evolves, informed perspectives still very much makes a difference.
Connecting PR to growth
As a business owner, I understand the question: how will any of this help my business grow?
Earned media can help you reach people outside your existing network, become associated with a particular area of expertise and give prospective customers something independent to consider when deciding whether to speak with you.
Think about a founder choosing an adviser or a buyer assessing an unfamiliar supplier. A relevant interview or commentary on this topic would give them a chance to hear your thinking before a meeting. It can also give someone who wants to recommend you something useful to share.
That is how visibility can support a commercial conversation. Recognition gets you considered; credibility gives people more confidence to explore working with you.
Coverage alone obviously will close the sale. Your offer, pricing, delivery and follow-through still need to do their work. I wouldn’t attribute every enquiry or opportunity to PR either. But I do see it as part of the groundwork that helps a business earn consideration.
Keep feeding the starter
Consistency doesn’t require a big announcement every month. However, it does mean staying close to the issues your customers and stakeholders face, developing informed views and being available when you have something useful to add.
For smaller businesses, that might mean focusing on a few relevant publications and topics you know well. For a business expanding across Southeast Asia, it might mean earning recognition in the markets and communities where you want to grow. The right platforms can carry your perspective well beyond the people you could meet individually. Over time, those contributions help others recognise what you stand for.
If you want people to think of you when they need what you offer, give them reasons to know you before that moment arrives. Keep feeding the starter.
If you need help ‘feeding the starter’, let’s have a chat to explore your options.