Our Founder Writes for Startups Magazine

The Prominence Collective’s founder, Edwin Buckley, has recently written for Startups Magazine, sharing insight on why founder storytelling is becoming one of the most important drivers of PR visibility. You can read the full article here.

As a publication focused on founders, innovators and high-growth businesses, the piece explores a clear shift in how visibility is built. It is no longer shaped purely by what a business does, but increasingly by the people behind it. In a PR landscape saturated with announcements and polished messaging, it is the human story behind a business that captures attention and builds lasting trust.

This is something we see consistently across our work at The Prominence Collective. The strongest PR outcomes are rarely driven by product or service alone, they are shaped by lived experience, clear motivation and a founder’s ability to articulate what sits behind the business in a way that feels credible and real. When that narrative is clear, media coverage becomes more compelling, audiences connect more quickly, and visibility translates into trust rather than just attention.

The article draws on a number of examples that reflect this in practice. Work with Sam Naughton, founder of Cocoon, centred on her personal experience of miscarriage and pregnancy after loss, helping position the brand as a compassionate and authoritative voice within women’s health. Around Parent Mental Health Day 2026, this founder-led narrative led to extensive national and regional coverage, strengthening both visibility and trust.

A similar approach shaped the profile of serial entrepreneur Nicky Wake. Her experience of grief and rebuilding life as a solo parent became the foundation for multiple ventures supporting widowed and sober communities. By communicating that story clearly, national broadcast coverage introduced both her journey and her businesses to a wider audience, creating visibility with genuine emotional impact.

The same principle applies across different sectors. From neurodiversity consultancy through to charity, property and surveying, the ability to clearly articulate the motivation behind a business consistently strengthens credibility. It allows founders to move beyond being seen as operators and into positions of authority, where they are recognised voices within their field.

What the piece ultimately highlights is a broader shift in how visibility is built. Founder storytelling is no longer a secondary layer of PR, it is often the starting point. It shapes media narratives, strengthens thought leadership and supports a more consistent and recognisable presence across platforms, partnerships and opportunities.

For founders and leaders, this has clear implications. Audiences increasingly expect to hear directly from the people behind businesses, as they want context, purpose and perspective, not just positioning. When that is done well, visibility becomes more than attention, it becomes trust, and over time, authority.

If you’re looking to raise your profile, build credibility and create meaningful visibility, get in touch to work with Edwin and The Prominence Collective on publicity, media, thought leadership and strategic PR support.