Let’s be honest: most brands look at PR like a quick selfie filter. A little touch-up, a headline here, a feature there, and boom... “We’re famous.”

Except PR doesn’t work like a ring light. It’s more like skincare, consistency, not concealer, is what gets you that long-term glow.

If you want journalists chasing your story instead of ignoring your pitches, your brand needs a PR glow-up. Not a total rebrand, not a personality transplant, but a strategic overhaul that makes you irresistible to the media.

Here’s how to go from “just another brand” to media catnip.

1. Start With Your Story (And Make It Human)

Journalists don’t care about your product launch. They care about why it exists.

“We’re a revolutionary platform changing the way people connect” isn’t a story. It’s a snooze.

But “We built this because no one else had the guts to fix the problem everyone kept complaining about”? That’s news.

Every founder has a reason they started. A pain point, a personal experience, a “screw this, I’ll do it better” moment. That’s your core. That’s what the media bites on.

Your glow-up starts when you trade your polished jargon for personality. Stop hiding behind “solutions” and start speaking like a human with an opinion.

2. Find Your Angle, Because News Needs a Hook

A good story isn’t enough. It needs context.

Ask yourself: Why does this matter right now?

Is your product part of a cultural shift? Does your founder story tie into a trending conversation? Is there a data point or event that makes your timing perfect?

Journalists live for relevance. If you can’t answer “why now,” your story gets archived faster than a cold email from an intern.

So, give it teeth.
Link it to a movement, a mindset, or a moment.

Example:
“We launched a sustainability app” = ignored.
“We launched a sustainability app that’s helping Gen Z ditch fast fashion during the cost-of-living crisis” = bookmarked.

3. Be the Source, Not the Sales Pitch

The biggest mistake brands make? Treating PR like advertising.

You’re not here to sell , you’re here to serve the story.

Journalists want insight, not infomercials. So instead of sending a pitch that screams “Write about me!”, try one that says, “Here’s something your readers will care about.”

Offer data, trends, and smart commentary. Be the person who makes their job easier. When you make journalists look good, they remember it.

Want to be a media catnip? Be useful. Be quotable. Be ready with receipts.

4. Make Your Brand Unignorable Online

Here’s the PR truth no one wants to admit: before journalists reply, they Google you.

If your digital footprint is bare, outdated, or inconsistent, you’ve already lost.

Your PR glow-up needs a foundation. That means:

• A strong website with a clear message
  
  
• Socials that reflect your brand’s personality
  
  
• Credible backlinks and updated bios
  
  

You can’t demand visibility if you’re invisible online.

Think of it like this: journalists want to see you’re worth their time. Make your brand easy to find, easy to understand, and impossible to forget.

5. Play the Long Game

The brands that consistently get press aren’t the loudest , they’re the most aligned.

They know PR isn’t about one viral hit. It’s about sustained authority.

That means showing up, even when you don’t have “news.” Comment on trends. Share insights. Build relationships.

Journalists remember consistency. They also remember the people who don’t disappear after one headline.

Your PR glow-up isn’t a campaign. It’s a lifestyle.

6. The Glow-Up Checklist

If you’re serious about becoming media catnip, ask yourself:

✔ Does my story make people feel something?
✔ Am I connecting to what’s happening right now?
✔ Do I sound human , or like a press release factory?
✔ Would a journalist trust me as a source?
✔ Can someone Google me and understand what I stand for in 10 seconds?

If you answered “no” to more than one, your PR skincare routine needs an upgrade.

Final Takeaway

PR glow-ups don’t come from gimmicks. They come from guts.

The brands that win aren’t trying to be perfect. They’re trying to be heard.

You don’t need to scream. You just need to align your story, your timing, and your truth.

Because when you show up authentically, strategically, and consistently... you don’t chase coverage , it chases you.

‍