Our Founder Writes for Startups Magazine
- Feb 1
- 3 min read
Updated: Aug 28
The Prominence Collective's founder Edwin Buckley has written for Startups Magazine about why the people behind businesses are becoming increasingly important to how organisations communicate, build trust and strengthen their public profile.
In the article, Why Founder Storytelling is Essential for PR Visibility, Edwin explores why audiences and media are often interested in more than what a business sells or provides. The experiences, expertise, motivations and perspectives of the people behind an organisation can provide important context for why it exists, what it stands for and why people should pay attention.
It is an approach that forms an important part of our wider communications work. Founder storytelling is only securing a personal profile in press and media. Used strategically, it can support thought leadership, organisational positioning, social and digital content, speaking opportunities, partnerships and wider reputation-building, while giving businesses a recognisable human voice.
Our work with Nicky Wake is a strong example. Her experience of widowhood, rebuilding her life and later becoming sober has informed several purpose-driven ventures, including Chapter2Dating, WidowsFire and SoberLove. Our communications work has connected those experiences with the distinct purpose of each business, creating opportunities for Nicky to contribute to wider conversations around grief, relationships, intimacy, sobriety and starting again while building awareness of the platforms themselves.
Founder storytelling can be equally valuable when the story is rooted in professional expertise rather than personal experience. A founder might have years of specialist knowledge, a strong perspective on changes within their industry or direct experience of the problem their organisation exists to address. Identifying those perspectives can create opportunities for expert commentary, opinion pieces, interviews, podcasts, speaking engagements and content that demonstrate what someone knows rather than simply promoting what their business does.
The principle applies across sectors. Whether we are working with businesses in technology, property and professional services or organisations operating around health, lifestyle and social impact, understanding the people behind them can reveal communications opportunities that would otherwise be missed. The founder does not need to become the story every time, but their expertise and perspective can strengthen the wider communications around an organisation.
There is also an important distinction between meaningful founder storytelling and sharing personal information simply to attract attention. Not every experience needs to become public, and not every founder needs to build a prominent personal profile. The strongest approach starts with the communications objective and considers what is relevant, what the individual is comfortable sharing and whether their contribution genuinely adds something to the conversation.
That matters particularly when lived experience is involved. Personal stories around grief, health, neurodivergence, addiction, fertility and other sensitive subjects can create powerful connections, but they need to be handled carefully and with a clear purpose. Done well, they can increase understanding of an issue while strengthening the credibility and humanity of the organisation or campaign connected to it.
Founder storytelling therefore works best as part of a broader communications strategy rather than as a standalone PR tactic. Media may be one route to an audience, but the same ideas and perspectives can inform thought leadership, social media, website content, campaigns, stakeholder communications, partnerships and speaking opportunities, creating a more consistent public presence across different channels.
For businesses, the opportunity is not to manufacture a founder story. It is to understand what is already there. The experience that led someone to start a company, the expertise they have developed, the problem they want to solve or the perspective they bring to their sector can all become valuable communications material when there is a genuine reason to share it.
If you are looking for strategic communications support to strengthen your organisation or leadership profile, develop thought leadership and content, or identify the stories and ideas that can connect with your audiences, please get in touch to discuss how The Prominence Collective can support you.
