In this episode of the Pocket-Size PR Podcast, host Charlotte Nichols (Founder & MD, Harvey & Hugo) sat down with Paul Lancaster (SuperConnector, Co-Founder & Director of Stellar Business Events) to discuss the power of PR for startups & scaleups, the mistakes founders often make & the enduring value of human connection in a digital world.
Paul, known for his work on large-scale business events like last year’s UK Startup & Scaleup Week festival, the 3 x Newcastle Startup Week festivals that took place in 2017, 2018 & 2019 & the popular monthly PLATFORM events he launched in 2024, offered a candid look into how new businesses can effectively cut through the noise.
Here are the seven key takeaways from the conversation:
1. PR is Strategic Messaging
Paul defines PR as “putting carefully curated messages out about you and your business through multiple channels” to control the narrative, ideally in a positive way. The emphasis on “carefully curated” is crucial – it’s about intentionality.
2. Why Startups Need PR
In a saturated digital landscape, PR is an essential tool for new businesses:
- Cut Through the Noise: It offers a more considered way to reach audiences than pure marketing, utilising print, online media, radio, TV & podcasts.
- Cost-Effective: When executed correctly, PR can be highly cost-effective & may even be done in-house (although Harvey & Hugo offer a range of PR packages to suit any budget when you need more professional, strategic support).
- Share the Story: PR is a great way to share the personal story of why a founder started their business, making the brand more memorable & relatable to the target audience.
3. The Top PR Mistakes Startups Make
Paul highlighted three common pitfalls he observes among founders:
- Lack of Clarity: Not being clear on who they are or, more importantly, why people should care. Simply launching a new app or website is not interesting – it requires a clear angle.
- One-Size-Fits-All: Failing to tailor the message to the specific journalist, publication or outlet.
- Forced Controversy: Attempting shock tactics or being controversial just to get attention, which often comes across as inauthentic & is easily seen through.
4. Public Speaking as a Powerful PR Tool
Public speaking is a valuable PR asset, acting as an effective way to raise one’s profile & demonstrate credibility.
- Captive Audience: Unlike the seconds of attention you get online, speaking at an event offers a dedicated audience for a sustained period (e.g. 15–40 minutes).
- A ‘Literal Platform’: Events like PLATFORM offer new businesses a low-pressure, warm environment to speak for the first time, providing crucial promotion before, during & after the event.
- Define Your Niche: His advice for speakers is to focus on what you want to be known for. Try panel discussions or relaxed fireside chats to ease into the speaking circuit.
5. The Power of Consistency, Quality & Trust
Paul attributes the success & reputation of his own events – totalling nearly 90 organised & hosted events over 10yrs – to three factors:
- Quality & Consistency: Continuously delivering high-quality events with a good vibe & valuable content.
- Building Trust: Consistently getting good audiences & feedback builds credibility, ensuring people know they will learn something or meet valuable new connections.
- Repurposing PR: Actively capturing & sharing positive media coverage, reviews & testimonials to amplify the message.
6. Being a SuperConnector: The Personal Brand Secret
Beyond organising, Paul has successfully elevated his personal brand by embracing the role of a business ‘SuperConnector’:
- Proactivity: Being proactive on all channels, saying “yes” to opportunities & getting stuck in.
- Helpfulness: Being known for being very helpful, which includes signposting, matchmaking & making valuable introductions.
- Setting the Tone: Creating a relaxed, inclusive vibe at his events & ensuring everyone feels at ease.
- Humanity: Exhibiting good, basic manners & being a straightforward, authentic person.
7. The Top Tip: Be Consistently Human
Paul’s number one PR tip is to be consistent but most importantly, be consistently human & authentic!
He argues that people are naturally drawn to those who are true to themselves & their passions. In an increasingly digital & AI-driven world, this human element – the ability to look someone in the eye, the feeling & the energy of in-person connection – will become even more crucial for building real trust.
