PODCAST: Season 7, Episode 20
What if the thing holding you back from more visibility in your business isn’t your strategy — it’s your mindset? This week I’m joined by Pippa Goulden, founder of The PR Set and one of the most no-nonsense voices in the PR space. We get into why PR is one of the most underused tools for female founders, how to build genuine authority without paying a PR agency thousands, and why sending that pitch email is almost always worth it.
This one is packed with practical insight and a few uncomfortable truths.
What Is PR and Why Does It Beat Social Media for Building Trust?
PR is third-party endorsement getting someone else to tell their audience about you. Pippa explains why that distinction matters so much right now. When someone trusted vouches for you in a podcast, magazine, or press feature, it does something your own Instagram posts simply can’t: it transfers trust. We talk about why that shortcut to credibility is more powerful than ever in a world where people are drowning in content.
- The difference between visibility (being seen) and authority (being believed)
- Why being featured somewhere builds trust faster than months of content
- How PR and content strategy work together, rather than in competition
Why Most Female Founders Underestimate Their Own PR-ability
Pippa sees the same block over and over: female founders talking themselves out of pitching before they’ve even tried. We get into the overthinking, the “they won’t want to hear from me” spiral, and why that thinking is costing you real opportunities. Pippa also shares the talk she talked herself out of for three and a half years and what happened when she finally sent the email.
- Why journalists and podcast hosts actually want to hear from you
- The mindset shift that changes everything (and yes, it’s a big girl pants moment)
- How a no is almost always better than silence and rarely means never
Getting Known for Something: How to Find Your Positioning
Before you pitch anywhere, you need to know what you want to be known for. Pippa breaks down how to dig into your positioning in a way that doesn’t require a 65-page brand strategy document. We also talk about how that clarity ripples through everything: your content, your offers, your business direction.
- Why “I’m a nutritionist/coach/consultant” is not enough
- How to peel back the layers to find your actual angle
- Asking your existing clients the one question that unlocks your positioning
- How getting known for something specific can accidentally create new revenue streams
The Non-Glossy Truth About Building PR Momentum
The honest version: it’s a numbers game, it takes consistency, and you will get ghosted. Pippa doesn’t sugarcoat it. But she also walks through why the founders who stick with it almost always see results — and why those who give up early are usually just one pitch away from a breakthrough.
- Why most people say “PR doesn’t work for me” too soon
- The difference between scattered press coverage and a strategic authority ecosystem
- Paid advertorials vs. earned coverage: when to spend and when to save your money
- How to amplify coverage once you get it (the step most founders skip)
Quickfire: Pippa’s PR and Visibility Hot Takes
We ran Pippa through a rapid-fire round on visibility, authority and business growth. Some answers surprised even her — including her instinctive reaction to being liked vs. respected.
Highlights include:
- Strong opinions over safe messaging
- Rough around the edges over polished
- Lots of small features over one big one
- Known for what you stand for (but it’s the same as what you do)
Reflection Questions
- What do you actually want to get known for beyond your job title?
- Are you talking yourself out of opportunities before you’ve even tried?
- Where are your ideal clients getting influenced right now, and are you there?
- When did you last send the pitch email?
Resources Mentioned
- The PR Set membership (DIY PR for founders): https://www.theprset.com/DIY-Membership
- Get Known Live (London event, September): waitlist link coming soon
- Get Known: 6 week sprint: https://www.theprset.com/getknown
- Authority: The Impact Accelerator: https://www.theprset.com/Authority-accelerator
Connect with Pippa
- Website: theprset.com
- Instagram: @pippa_the.pr.set
Connect with Mills
- Instagram: @mills_gray
- Join the community: Facebook group Mind Your Mindset
- Website: millsgray.com