Most founders believe that if the work is good enough, the right people will eventually find it. Publicist KJ Blattenbauer is here to gently end that myth.
In this episode, I sit down with KJ, founder of Hearsay PR and a publicist with nearly 30 years of experience, to talk about why brilliant founders stay invisible, and what to do about it. KJ makes the case that you don't have to be big, famous, or "ready" to start building visibility.
Some of the best PR stories come from people at zero dollars, because they're nimble, relatable, and exactly who everyday audiences want to root for.
We get into what "no-fluff" PR actually looks like, why paying for placements is advertising (not PR) and how to spot a pay-for-play grift, plus scrappy, free ways to land press when you're on a shoestring budget.
KJ also shares how to talk about your work without feeling gross, the one habit that compounds into real media traction, and why in the age of AI, your human story is your biggest advantage.
KJ's book Pitchworthy: The No-Fluff Playbook to Publicity That Pays Off is out now, along with its companion workbook. Think of it as a straight-talking publicist in your back pocket.
IN THIS EPISODE
00:00 – Intro & welcome
01:56 – Meet KJ Blattenbauer
02:32 – How a small-town talker fell into PR
04:01 – What "no-fluff PR" actually means
04:43 – Why great founders stay invisible
06:41 – Why "build it and they'll come" is dead
07:33 – New vs. seasoned founders: the trust gap
09:03 – What PR ROI really looks like
12:14 – Landing press on a shoestring budget
14:14 – The one habit that compounds
15:55 – Promoting yourself without the cringe
17:04 – Nearly 30 years in PR (before the internet)
17:36 – Staying creative & finding everyone's story
18:23 – Being the face and the engine
19:26 – Inside the book Pitchworthy
20:25 – Standing out in the AI era
21:52 – The PR myth to drop
22:28 – Pay-to-play & advice that needs to stop
23:48 – A founder nailing storytelling
25:12 – KJ's top resource for entrepreneurs
26:07 – Where to find KJ & the book
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Connect with guest: KJ Blattenbauer:
Website: https://www.hearsaypr.com
Instagram: https://www.instagram.com/kjblattenbauer
LinkedIn: https://www.linkedin.com/in/kjblattenbauer
Get the book Pitchworthy (out now): https://www.amazon.com/Pitchworthy-No-Fluff-Playbook-Publicity-That/dp/B0G2SH7FG5
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Follow Emily Jean:Instagram: https://www.instagram.com/emily.jeans/
LinkedIn: https://www.linkedin.com/in/emily-jeans/
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Spotify: https://open.spotify.com/show/3kiqSke5mnlFIlC9t4xLU0
Apple Podcasts: https://podcasts.apple.com/au/podcast/founders-in-jeans/id1802430594
Subscribe to our Newsletter: https://foundersinjeans.substack.com/subscribe
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KJ Blattenbauer, Hearsay PR, Pitchworthy, public relations, PR for founders, how to get press, earned media, media coverage, publicity, personal branding, visibility strategy, no-fluff PR, pay-to-play PR, storytelling, female founder, startup founder, founder podcast, small business marketing, how to pitch journalists, Founders in Jeans, Emily Jean
