I’m putting together an exciting new campaign for a brilliant emerging beauty brand and I want to make sure it goes to exactly the right women in our community.

Before I share the details, I need to check a few things to see if you’re a match - take the survey now, it’ll take less than two minutes.

Fill out the survey here → CLICK HERE

Spots on this one are limited. I’m only taking the women who genuinely qualify and once the list is full, it’s full.

Deadline: I need answers in by midnight Friday 24th July 2026.

Two minutes. That’s all I’m asking today. If you qualify and want in, I’ll be in touch very soon with everything you need to know.

Patz x

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Not dramatically, not as a resolution. I just looked at my bathroom shelf and thought: I have everything I need. And then I used it.

All of it. Properly. In order. Until things ran out.

For someone who has spent twenty years immersed in the beauty industry going to launches, receiving press samples, testing everything that arrives and some things that don’t this felt almost radical.

What I discovered is that my skin got better because I stopped introducing variables, because I let the products actually work, because three things you use consistently beat twelve things you use occasionally every single time.

The thing is, I know this. I have always known this. I just needed six months of actually doing it to feel it in my own face.

The beauty industry is in an interesting moment right now.

The haul era, the “what I bought at Boots this week,” the fifty-product skincare routines, the TikTok shelf tours, is starting to tip into something different. Underconsumption is trending, the backlash to excess is building and consumers are, slowly but genuinely, starting to choose fewer things that work over more things that don’t.

And for beauty and wellness founders, this is either very good news or very difficult news, depending entirely on what kind of brand you’ve built.

If your brand is built on newness, the constant launch cycle, the limited edition, the capsule collection, you’re going to have a harder conversation with your customers over the next two years than you had over the last two.

If your brand is built on genuineness, a product that does exactly what it says, a founder who talks honestly about why it exists, a community built around trust rather than aspiration you’re in the right place at the right time.

This is what I mean when I talk about storytelling that sticks. The brands that are going to win the press coverage, the customer loyalty and the word-of-mouth in a slower, more intentional beauty market are the ones with a real answer to: “why does this exist, and why does it exist better than the seventeen other things that claim to do the same thing?”

That answer has to be true, it has to be specific and it has to hold up when a sceptical beauty journalist asks it at 8am before they’ve had coffee.

The slow beauty era isn’t a trend to ride, it’s an edit to make.

Fewer claims, deeper proof, a story worth telling once and trusting to travel.

Patz x

Has the way you shop for beauty products changed in the last year? And has that changed how you think about your own brand? Tell me below.

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“Should I focus on TikTok Shop or traditional PR?”

My answer is the same every time: wrong question.

They are not competing for the same thing, they never were. The confusion comes from the fact that both of them can produce coverage, sales and visibility, so they feel like they’re doing the same job but they’re not.

Here’s how to think about this clearly.

TikTok Shop converts. Traditional PR builds authority.

TikTok Shop is optimised for one thing: the moment of purchase. A user sees a product demonstrated, feels an immediate pull and buys it without leaving the app. The window between discovery and transaction is sometimes under sixty seconds - for the right product (anything with visible results, satisfying application, clear before/after) this is extraordinarily powerful.

But TikTok Shop has a specific problem: it doesn’t transfer trust. A sale through TikTok Shop tells you someone was in the right mood at the right moment, it doesn’t tell you they’ll talk about the brand, come back to it, or recommend it to a friend who doesn’t use TikTok.

Traditional PR, a feature in Stylist, a roundup in Women’s Health, an inclusion in Grazia’s beauty edit does something different. It transfers credibility from the publication to the brand. When an editor says “this is worth your money,” that recommendation has weight because it came through a trusted intermediary. The reader didn’t just see the product, they saw it endorsed by a person whose taste they respect.

That trust is what drives the second purchase, the recommendation to a friend, the email to a daughter saying “I found this in Red and it’s changed my skin.”

The question isn’t TikTok Shop OR press coverage. The question is: what are you trying to build?

If you need volume fast and you have a product with strong visual demonstration TikTok Shop can deliver that quickly.

If you want a brand that compounds where authority builds, press begets press and customer lifetime value grows because people who came in through editorial come back, you need traditional PR alongside it.

The founders I see making the smartest moves right now are doing both, but using them for different things. TikTok for the quick conversion, press for the longer arc.

They’re not interchangeable so stop treating them like they are.

What’s your current split, social-first, PR-first, or both? Tell me below and tell me what’s actually moving the needle for you.

Patz x

TikTok Shop or editorial, which one has surprised you most in the last year? I’m genuinely curious.

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So when he asked me recently, not casually, but seriously, with the furrowed brow of someone doing an actual investigation, “Mum, what do you actually do?” I had about three seconds to answer in a way that wouldn’t produce the glazed expression that follows any sentence containing the word “strategy.”

I said: “I help people tell their story.”

He thought about this. “Like, what kind of stories?”

“Like, someone builds something really good, a product, a brand, something they really believe in and they don’t know how to explain it in a way that makes other people care about it. I help them find the words.”

He nodded. “So you’re like a translator?”

I’ve been thinking about that word ever since because he’s right and it’s a much cleaner description than anything I’ve used in 20 years of working in PR.

The gap between what a brand is and how it’s understood is almost always a language problem. The founder knows every detail, the ingredient that took three years to formulate, the customer who emailed saying it changed her skin in forty days, the press coverage in a niche magazine that nobody outside the industry has heard of but that matters enormously as a proof point. They know all of this and they carry it with them everywhere and when they sit down to pitch to a journalist they produce a document that is the functional equivalent of handing someone your Wikipedia page and saying “enjoy.”

The journalist doesn’t want the Wikipedia page, they want the story, the moment it started, the thing that almost stopped it, the unexpected person who believed in it before anyone else did. That’s the translation.

From “here is our brand” to “here is why this exists.” From “here are our ingredients” to “here is the woman who was desperate enough to make this herself because nothing else worked.” From “here is our press release” to “here is the story your readers will thank you for telling.”

My son understood it immediately, most of us take considerably longer.

If you’ve been pitching your product/service and getting silence, the question isn’t what’s wrong with the product/service. The question is: what’s the story you haven’t told yet? The one you carry around knowing it’s the most compelling thing about your brand, but that feels too personal, too small, or too vulnerable to put in an email to a stranger.

That’s usually the pitch, the thing you’re almost afraid to say.

Tell me in the comments: what’s the story about your brand that you’ve never pitched?

Patz x

What’s the founding moment, the real one, that you haven’t told yet? Drop it below. I promise it’s more powerful than you think.

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I’d had back-to-back calls. I was still in yesterday’s mascara because the morning had gone sideways before I’d reached the bathroom.

I had every legitimate reason to cancel, I had already opened the app to do it, then I thought: if I cancel, I’ll feel worse.

So I went. In old gym leggings that had seen better days and with exactly zero enthusiasm and here’s what happened: about 8 minutes in, the endorphins showed up, by 20 minutes, I remembered why I’d signed up in the first place and by the end, I felt like myself again.

The class didn’t require me to arrive ready, it required me to simply arrive.

I’ve been thinking about this a lot in the context of PR and visibility because I hear the same thing from beauty and wellness founders every week.

“I’ll pitch when the rebrand is finished.” “I’ll reach out to editors when I’ve got more social proof.” “I’ll launch the PR strategy when things calm down a bit.”

I understand this, I really do. The desire to arrive perfectly packaged, story polished, timing ideal that’s not laziness, that’s the terror of being seen and found wanting.

But here’s the thing about that exercise class… If I had waited until I felt ready, I’d have waited forever. There is no version of any morning where everything is perfectly aligned and you are firing on all cylinders and the conditions are optimal for showing up.

You show up in yesterday’s mascara and the momentum carries you.

PR works exactly the same way.

The pitch that goes out today, imperfect, a little rough, with the founder story that still needs editing is infinitely more powerful than the flawless pitch that stays in your drafts until October, because editors are commissioning now.

Journalists are looking for sources now, the wellness briefing that goes out to fifteen publication editors every Thursday is pulling in stories now.

And the founders who are in those publications in September aren’t the ones with the most polished brands, they’re the ones who pressed send.

You don’t need to be ready, you need to be in motion!

The endorphins always show up about eight minutes in.

Patz x

What’s the thing you’ve been waiting to feel ready for before you start pitching? Tell me in the comments and I’ll tell you if waiting is costing you a September feature.

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Mine happened when my son told me why he’d built what he’d built.

He’s a teenager (well, nearly). He’d been through the usual gauntlet of exam pressure, the social calculus of school friendships, the constant background noise of competitive environments measuring you against everyone else and at some point in the middle of all of that, in the context of sport, trying out for teams, wanting to be picked, wanting to belong, he was told he wasn’t big enough, wasn’t strong enough, not quite the right size for the top squad.

I’m his mum, I know how those words land, I know they don’t just sit in the memory of the moment, they find a way to travel. Into the exam hall, into the group chat, into the bathroom mirror at 7am on a Tuesday.

His response was to make something.

He called it ENOUGH AS YOU ARE™.

Real-talk cards for teens. Not the glossy affirmation content that looks right on a wall and evaporates the moment the school day starts. Cards that say the things teenagers actually need to hear, clearly, directly, without wrapping the message in something softer than it needs to be.

The name isn’t branding, it’s a direct answer to specific words said in a specific moment to a real child who decided the answer mattered enough to make it tangible.

I’ve been in PR for twenty years. I’ve helped brands find their story, build their message and get in front of the journalists who care. I sat with what he’d created and thought: this is the strongest brief I’ve ever been handed and I didn’t write a word of it.

Here’s what every founder needs to understand about a story like this.

He didn’t begin with a strategy, he began with something he felt, the gap between what his generation is told about themselves and what they actually need to hear. He saw it because he’s living it, because his peers are navigating levels of social comparison, performance pressure and quiet self-erasure that doesn’t go away when the school bell rings, they travel home and they’re still there at midnight.

ENOUGH AS YOU ARE™ exists because that gap is real and he was bothered enough by it not to let go.

That is not a product story, that is a founder story and a founder story with a specific, lived, honest origin - one that connects to something millions of teenagers and the people who love them are navigating right now - is the most powerful PR asset in the world.

I teach this to beauty and wellness founders every week. The pitch that lands isn’t the one that describes what you made, it’s the one that explains why the world needed it before you made it.

For most brands, finding that “why” takes excavation, workshops, honest conversations, drafts, because the real story is often the one the founder considers too personal to tell.

For ENOUGH AS YOU ARE™, the why is in the name and the origin is the pitch.

What I also want to say, as both his mum and someone who has watched enough brand launches to know what works, is that he’s doing the hard, unglamorous thing first. Building slowly, gathering real testimonials, accumulating social proof before seeking visibility. Not launching loudly and hoping the noise creates the credibility, but building the credibility first so that when the visibility comes, it sticks.

That’s not the instinct of someone following a textbook, that’s the instinct of someone who understands, perhaps because of exactly how his brand was born, that trust has to be earned before it can be amplified.

It’s the right call. It’s also, whether he knows it or not, exactly how great PR strategy works.

You build the proof, then you tell the story and then the story travels.

There are editors at every title covering teen mental health, youth culture, parenting, and wellbeing who are actively looking for exactly this story. A teenage founder, a real origin moment, a product with a name that is itself the message, a slow, intentional build rooted in genuine experience rather than manufactured positioning.

They will find it, or he’ll take it to them.

In the meantime: if you know a teenager who needs to hear it, or a parent looking for the right words to put in their hands, ENOUGH AS YOU ARE™ is www.enoughasyouare.co

Because those words someone said to him at school? They were wrong!

Patz x

What words did someone say to you at school, at work, in a changing room, in a team meeting that you’re still carrying? Tell me in the comments. I have a feeling we all have one.

✨ ✨ ENOUGH AS YOU ARE™ Real-Talk Cards For Teens, built from real experience. If you know a teenager who needs to hear it, find them at www.enoughasyouare.co

Editors commission when it fits their schedule.

These two things are almost never the same and the gap between them is where most pitches go to die.

Here’s what most people don’t know: the editorial teams at Grazia, Stylist, Women’s Health, Vogue and Red are currently building their September issues. September is the biggest month of the beauty calendar. New season launches, beauty awards, gifting previews, perimenopause and menopause features (which have had their own dedicated page in most titles since 2023), skincare reset stories and the early wave of Christmas gifting content.

Most of that is being commissioned now. The window to get in closes in about 10 days.

If you want September coverage, you should already be pitching. If you haven’t started, start this week.

Here’s exactly what they’re looking for right now:

Grazia and Vogue: New season skincare heroes. Trend-led product stories with a cultural hook not “here’s a new moisturiser” but “why every editor I know has switched to barrier-first skincare this autumn.” They also have standing menopause and midlife wellness pages that need new founder stories every issue.

Women’s Health and Women’s Fitness: Back-to-routine angles. September is their “new year” issue, the reset, the routine, the new healthy habit that doesn’t feel like punishment. Supplements, sleep and anything with a clinical trial behind it will land faster than trend content.

Red and You (Mail on Sunday): Founder-led stories with emotional resonance. The “I built this brand because of what happened to me” story lands every time in these titles but it has to be told right: the founder’s lowest moment first, the product as the solution, specific results as the proof.

Stylist: The intelligent consumer. Smart beauty with a reason to exist, ingredient-led, ethics-driven, or culturally interesting. They are not looking for another adaptogen drink. They are looking for the brand that can explain clearly why this adaptogen drink is different and why right now is the moment.

The Waitlist (Substack’s beauty briefing, now syndicated to several print titles): Emerging indie brands with strong founder stories. The briefing goes to editors at seven major publications. One good pitch here can create multiple coverage opportunities simultaneously.

The pitch format that works for September right now is not a press release. It’s a four-line email:

Line 1: The hook - why this, why now, why September.
Line 2: The story - one sentence, no adjectives.
Line 3: The social proof - who’s already used it, talked about it, or featured it.
Line 4: The ask - clear, specific, direct.

If you’re a beauty or wellness founder and you want to know whether your pitch is September-ready, tell me your brand in the comments. I’ll tell you which publication to pitch first and what angle to lead with.

The window is open. Use it!

Patz x

What are you trying to get coverage for this autumn? Drop it in the comments - the more specific, the better.

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SPF is not optional.

You know this, I know this, we all know this and yet, every summer without fail, the same thing happens. Foundation goes on, setting spray comes out, SPF? skipped because it makes your makeup slide, because it leaves a cast on your skin, because you’re only going to be “outside for a bit.”

I did it too (back in the day)… for longer than I’d like to admit.

Then a dermatologist explained ultra-long UVA rays to me, the ones between 380 and 400 nanometres that most sunscreens completely ignore. The ones that penetrate glass, cloud cover, the window of your office, your car, your kitchen. They don’t burn you, they don’t turn you red, they just work quietly, over years, doing their damage while you get on with life.

No warning, no signal, just silent, cumulative harm you only see when you’re already looking at it in the mirror wondering where it came from.

That was the moment I stopped tolerating bad SPF and started wearing it every single day. Winter included - yes, even in London, when the sky is the colour of a forgotten cup of tea and the sun hasn’t made a meaningful appearance since October.

I have some true favourites on rotation - my current one is the La Roche-Posay Anthelios UVMune 400, developed specifically for those ultra-long UVA wavelengths most formulas miss entirely. Fragrance-free, invisible on skin, no pilling under foundation, feels like skincare rather than something you wear under sufferance. Under it: the Maybelline Grippy Serum Primer, which does exactly what it claims, and the Garnier Vitamin C Brightening Eye Cream for a genuinely perkier eye area. Applied in that order. SPF always last, always on top of your serums and moisturiser, so it can form the protective film it needs to.

It doesn’t need to be complicated. It just needs to actually do the job.

Here’s where the PR bit comes in, because of course it does.

I watch beauty and wellness founders skip the foundational work the same way most of us used to skip SPF. The pitch strategy that needs sorting, the press-worthy story that needs sharpening, the media list that’s been sitting in a Google Doc since last year’s launch. “I’ll do it properly next time” is the brand equivalent of “I’m only going outside for a bit.”

And the damage? It’s exactly the same. Not dramatic, not visible until it’s already accumulated, no one catastrophic rejection letter, just a slow, quiet accumulation of pitches ignored, coverage not landing, a brand that’s working hard and somehow still not cutting through.

The fix is also the same. You don’t need a complicated, multi-step system, you need one that’s right for your brand, applied consistently, every day, not just when you remember, not just when there’s a big launch coming, not just when you’re about to be “outside for a bit.” The brands that build real press presence aren’t the ones with the most resources, they’re the ones who’ve stopped treating PR as optional.

Think of your SPF routine as a reminder. The boring step is often the most important one. The one that works slowly, without drama, in the background until one day you look up and realise everything looks a little better than it did before.

That’s what consistent, strategic PR does. That’s what SPF does too.

Now go apply both.

Patz x

What SPF are you using this summer and are you actually wearing it year-round? Tell me in the comments. I’m genuinely curious.

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It’s forty-five minutes before go-live. I’m at my desk, I’ve checked my lighting approximately eleven times, I’ve made a cuppa I haven’t touched, and I’m reading back through my notes like I’m about to sit a GCSE I haven’t revised for.

Which is objectively ridiculous. Because I have been doing PR for over a decade. I worked inside L’Oréal, Estée Lauder, The Body Shop. I have sat in rooms with editors, buyers and brand directors and told them exactly what to do… I run a podcast.

And yet. Forty-five minutes out from my first ever solo masterclass, I was stress-reading my own slides.

It doesn’t matter how much experience you have. The first time is still the first time. The nerves don’t care about your CV.

Why I decided to do it

I have spent the last few years building PR LIKE A BOSS! - the podcast, the community, the client work and somewhere along the way I became the person that beauty and wellness founders come to when they’re stuck, when the pitch isn’t landing, when they can’t find the angle, when they’ve been pitching for three months and heard absolutely nothing back and they’re starting to wonder if their brand is the problem.

(It’s almost never the brand. It’s almost always the strategy. But I digress.)

The thing is, I could only reach so many people one-to-one and the founders who needed this the most were often the ones who couldn’t yet afford private client rates, which felt wrong to me, because the framework I use isn’t complicated, it isn’t magic. It’s a system and systems can be taught.

So. Masterclass. Live. Solo. 60 minutes. Me, a slide deck, and a room full of beauty and wellness founders who signed up because they’re done being invisible.

No co-host. No panel. Just me.

Which is how I ended up stress-reading my own slides.

What I taught

The session was called From Invisible to In-Demand, which, if you’ve been following me for any length of time, you’ll know is essentially my entire thesis on founder-led PR in one phrase.

I covered:

Why old PR tactics are costing brands money they don’t have.

The 3-Part Launch PR Framework.

Proof stacking.

The 4-line pitch structure.

The PR Flywheel.

And then… the hot seat section.

What I got wrong

The lighting could have been better.

I talked too fast and too slow in some parts.

I said “uhm” too many times to count. This is my verbal tic, it’s apparently unkillable.

And I was harder on myself than anyone in the room was which I suspect is true of most people who host something for the first time and immediately want to go back and redo it with everything they just learned.

What I got right

I told the truth. About the industry, about what editors actually want about why the traditional PR playbook that most brands are still following is the thing keeping them invisible.

I didn’t soften the difficult parts, the pitch that works and the pitch that doesn’t aren’t equally valid options, one of them gets you coverage and one of them gets you silence, and I said so.

And I didn’t oversell the outcome, PR is not a switch you flip, it’s a system you build and the founders who get consistent press coverage are not the ones with the best products, they’re the ones who understand the system and work it.

I said all of that. Out loud. In a room full of people who needed to hear it.

Why I’m telling you this here

Because this is where I come to think out loud.

The podcast is where I interview, interrogate and occasionally argue with the most interesting people in beauty and wellness PR. The client work is where the real, specific, granular strategy happens. And Substack… well, this is where I process. Where I tell you the truth about what I’m building and what it actually feels like to build it.

If you want to watch the replay comment “REPLAY” below or if you receive this via email reply back and I’ll send you the link.

If you’re a beauty or wellness founder who is done being the best-kept secret in your category it’s a must watch.

And if you watched and you know you need more than a framework and you want someone to look at your specific brand and tell you exactly what to do next book a diagnostic call with me. CLICK HERE TO BOOK

Patz x

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✨ Become Your Own PR Expert

Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨

Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

And usually?

It’s not because they suddenly became “better.” It’s because their positioning changed.

Most founder-led brands don’t actually have a visibility problem, they have a messaging and perception problem, because you can have:

• an incredible product

• amazing treatments

• brilliant customer results

• beautiful branding

…but if your story isn’t landing properly, people overlook you. Including the media, the buyers and potential customers.

That’s exactly why I’m hosting my free PR masterclass:

From Invisible to In-Demand

The Exact PR Strategy I Use for Beauty & Wellness Brands

This masterclass is designed for beauty, wellness and lifestyle founders, clinic owners, experts and personal brands who want to grow strategically and not just rely on posting more content and hoping for the best, because visibility without positioning is just noise.

Inside the session, I’ll be breaking down:

• The New Rules of PR (and Why Old Tactics Are Costing You)

• The 3-Part Launch PR Framework

• How to Find Your Press-Worthy Story

• The Pitch That Lands in Under 60 Seconds

• The PR Flywheel: Turning One Feature Into Many Opportunities

• Live Hot Seat: Bring Your Brand, Your Launch, Your Stuck Pitch

And no, this isn’t one of those fluffy “manifest your dream brand” webinars.

This is strategic PR positioning, the kind that helps people move from:

“I’ve seen them online…”

to

“I trust them.”

And trust is what drives demand.

Why This Matters More Than Ever

In 2026, audiences are overwhelmed! Consumers are seeing thousands of pieces of content every single day, which means simply “showing up online” is no longer enough. Brands that stand out now are the ones with:

• clear positioning

• strong storytelling

• authority-led visibility

• memorable messaging

• strategic PR

The brands winning attention aren’t always the loudest, they’re the clearest.

Join Me Live

📍 Thursday 21st May
🕕 6PM BST
Register for the Masterclass Here

If you’re ready to understand how to position your brand so people notice it, remember it and buy from it, I’d love to see you there.

Patz x

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked

Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert

Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨

Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

The ones that got coverage weren’t always the most beautiful, they weren’t always from the biggest brands and they weren’t always the most innovative formulations.

They were the ones with the best story attached.

WHAT TWO DECADES OF PR TAUGHT ME ABOUT COVERAGE

I started my career inside the corporate world working with names like L’Oréal Paris, Estée Lauder Companies, Kiehl’s, Garnier and The Body Shop. Brands with serious budgets, serious teams and serious media relationships.

And even there, even with all of that access and resource, the campaigns that got the most organic, genuine traction were never the most expensive ones, they were the ones where the story was real. Where the brand had something worth saying beyond ‘new product, please cover us.’ The lesson never changed, no matter the size of the brand: Journalists don’t choose the biggest budget. They choose the most compelling story.

THE THREE THINGS THAT SEPARATE COVERED FROM IGNORED

1. A clear ‘why now’

Coverage doesn’t exist in a vacuum, everything gets placed in context on a page, next to other stories, inside an issue with a theme. If your pitch doesn’t connect to something happening right now whether it a trend, a season, a cultural conversation you’re making an editor do extra work to justify including you. Don’t make them do that work. Do it for them!

2. A human hook

Behind every great beauty or wellness brand is a human story. The founder who couldn’t find a product that worked, the health scare that changed everything, the gap in the market that nobody else seemed to see… that story is your greatest PR asset and most founders bury it beneath their ingredient list.

3. A pitch that respects the journalist’s time

I’ve seen pitches that read like essays, press releases that take four paragraphs to get to the point, follow-up sequences that make the founder look desperate. None of it works! What works is a pitch that gets to the story in the first line, makes the relevance obvious in the second and makes it easy to say yes by the third.

You are not your packaging, you are your story! And your story, if you know how to frame it, is more than enough to get you the coverage you are looking for.

Patz x

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

I’ve been on both sides of the pitch.

I’ve sent them on behalf of global beauty brands with serious budgets, media contacts on speed dial and in-house teams dedicated to nothing but press.

And I’ve received them as someone who’s sat in rooms with the editors, the journalists, the decision-makers who determine what gets coverage and what goes straight to the trash folder - not to mention how I select guests for my podcast.

So when I tell you that the traditional press release is, for most small health and beauty brands, a complete waste of time, I’m not being provocative for the sake of it.

I’m telling you what I wish someone had said to me two decades ago.

Here’s what editors actually want. And more importantly, here’s how to give it to them.

THE STRUGGLE

Every week I speak to passionate, brilliant health and beauty brand founders who are doing everything they’ve been told to do.

They’ve written the press release. They’ve built the media list. They’ve followed the template from the ‘How to Get Press’ article they found online. They’ve sent the pitch. They’ve followed up twice. And then... silence.

It’s not because their brand isn’t good enough. I’ve seen extraordinary products go completely unnoticed simply because the pitch didn’t speak the language journalists actually use.

The problem isn’t the brand. It’s the approach.

THE DISCOVERY

Here’s what 20+ years inside the industry taught me about what editors actually read and respond to:

• They want a reason why NOW. Timeliness is everything. Is your product relevant to a trend, a season, a cultural moment happening right now? Lead with that.

• They want the human story, not the ingredients. Your hero ingredient is interesting to you. The woman who created this product after her daughter’s skin condition changed everything, that’s interesting to an editor.

• They want it short. A journalist who opens an email and sees four paragraphs before you get to the point will not get to the point. Three sentences. Hook, relevance, ask.

• They want you to have done the work for them. Include the image, the quote, the angle. Make it easy to say yes.

• They want authenticity over polish. A personal, direct email from a founder outperforms a formal press release from an agency almost every time, because it feels real.

THE RESULTS

When the brands I work with shift from sending press releases to sending story-led pitches (the kind that open with a hook, lead with a human angle and get to the point in under 100 words) the response rate changes completely.

Not because the brand changed. Because the conversation changed.

A wellness founder I worked with had been sending press releases for months with zero replies. We rebuilt her pitch around her personal story, a health scare that led to creating her product. The next pitch she sent landed a feature. Same product. Different story.

THE TRANSFORMATION

The old belief: if your product/service is good enough and your press release is professional enough, the coverage will come.

The truth: journalists are inundated. They don’t have time to read your four-page document to find the story. You have to give it to them in the first line.

You don’t need to be a writer. You don’t need a PR agency. You need to know which story to tell, how to frame it and how to make it impossible for an editor to say no.

That’s exactly what my Pitch Template Bundle is built to help you do.

→ If this resonated, I’d love to know: what’s your biggest challenge when it comes to pitching? Drop it in the comments, I read every one.

Patz x

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked

Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert

Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨

Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

This is a conversation space exclusively for subscribers, kind of like a group chat or live hangout. I’ll post questions and updates that come my way, and you can jump into the discussion.

Join chat

How to get started

1. Get the Substack app by clicking this link or the button below. New chat threads won’t be sent sent via email, so turn on push notifications so you don’t miss conversation as it happens. You can also access chat on the web.

Get app

2. Open the app and tap the Chat icon. It looks like two bubbles in the bottom bar, and you’ll see a row for my chat inside.

3. That’s it! Jump into my thread to say hi, and if you have any issues, check out Substack’s FAQ.

See you there,

Patz x

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH

PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

I have a bit of a complicated relationship with this month. Not because January itself is evil, but because we’re constantly told it is. Every year, we’re bombarded with messaging that January is bleak, depressing, something to “get through.” January blues. January slump. January survival mode.

And I don’t know about you, but the more I hear that, the more my nervous system seems to agree. This January didn’t exactly help me argue otherwise.

Nothing catastrophic happened. No dramatic crisis. Just one of those stretches where life quietly stacks things on top of each other until you’re standing there thinking, why does this all feel like… a lot?

My son’s birthday kicked things off. A joyful weekend, full of balloons, cake, emotions and logistics, made slightly more intense by the fact my husband was away on a work trip, so I was flying solo. Lots of love, lots of organising, lots of holding space.

Then came one of those days. After-school activities, mental juggling of timings, bags, snacks, drop-offs… and on the way to pick my son up, I busted a tyre. I actually just sat in the car for a second and laughed. Not because it was funny, but because it felt inevitable - that was short lived, the swearing came in full force at volume shortly after!

I still had to get him where he needed to be, get a new tyre and make it to Parents’ Evening later that afternoon. I managed to do it all, albeit slightly late, slightly flustered and very aware that my nervous system was running on fumes.

And then, just to really underline the point, a stress rash appeared on my face. The kind your body gifts you when you’ve been telling yourself you’re “fine” but clearly aren’t fooling anyone.

Nothing dramatic. Just real life doing what it does best.

What I keep noticing, in myself, in clients, in conversations with friends is that overwhelm rarely comes from one big thing. It’s the accumulation. The logistics. The emotional labour. The pressure to still show up looking composed, capable and calm while everything ticks along in the background.

And here’s where this inevitably loops back to PR, because I can’t help myself.

January is sold as the month to reset, rebrand, optimise. New goals, new habits, new energy. But real life doesn’t always line up with that neat narrative. Sometimes January is about maintenance, not momentum. And that’s where PR is often misunderstood.

PR isn’t about polish or pretending everything’s perfect. At its core, it’s about presence. Staying visible, clear and consistent, even when things are a bit messy behind the scenes.

This month reminded me that showing up doesn’t have to be loud or flawless. Sometimes it looks like replying to emails when you’re tired. Rescheduling instead of cancelling. Communicating clearly rather than disappearing. Choosing progress over perfection.

And while all this was happening, something quietly good was going on too.

January has been the month I’ve finally got to grips with editing and uploading the video versions of the PR LIKE A BOSS! podcast to YouTube. No big announcement, no dramatic launch, just me, learning a new skill, figuring it out, and pressing upload.

It would have been very easy to tell myself I’d do it “when things calm down.” But life doesn’t really do that, does it?

So I showed up anyway. Not perfectly. But consistently (behind-the-scenes). And honestly, that feels like a small win.

I think that’s the bit I wanted to share here.

You don’t have to wait for life to feel tidy to keep moving. You don’t need perfect energy to make progress. You don’t need to disappear just because January feels heavy.

Some months are about pushing forward. Others are about keeping things ticking along. Both matter.

If this month has felt noisy, tiring or emotionally loud for you, you’re not doing it wrong. You’re living. And sometimes simply continuing, tyre, rash, solo parenting week and all, is more than enough.

If you’d like to support the podcast, you can now watch the video episodes of PR LIKE A BOSS! on YouTube.
👉 Follow the channel
👉 Subscribe
👉 And if an episode helps, give it a thumbs up, it genuinely makes a difference.

And if this post resonated, I’d love to hear from you. Reply, comment, or DM me and tell me: What’s been your biggest January challenge, or win?

Roll on February!

Patz x

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send.

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

Thank you.
Truly.

Thank you for reading my Substack articles, sharing them, replying to them and telling me when something resonated.
Thank you for listening to the PR LIKE A BOSS! podcast, sharing episodes, reposting IG Reels, sending them to friends and supporting the conversations we’re having there.
And a huge thank you to everyone who’s signed up to the PR LIKE A BOSS! Insiders Collective, this initiative will take time to build so thank you for your patience. I’ve started to pitch to brands now so let’s see what happens. This community simply wouldn’t exist without you!

I’ve also loved seeing so many of you take part in the product giveaways this year. For those who’ve already won, I really hope you’re enjoying your prizes (and that they’ve brought a little extra joy to your day). There’s more to come and I love being able to share the love in that way.

(And a very gentle nudge while we’re here… if you haven’t yet rated or reviewed the podcast on Apple or Spotify, I would be so grateful if you could. It genuinely helps the pod grow and reach more brilliant people. I’ve popped the links in 💛)

What This Year Taught Me

This year has been a reminder that growth isn’t a straight line, it’s a continuous cycle of learning, building, reshaping… and sometimes letting go.

Some of my biggest learnings:

• Learning never really stops

• Non-negotiables exist for a reason

• Boundaries aren’t walls, they’re filters

• Loyalty matters deeply, but it has to go both ways

• And believing in yourself often shows up quietly, but powerfully

I’ve also learned that being burnt, unappreciated or taken for granted changes you. And honestly? That’s not a bad thing.

I now match energy and effort where it’s given.
I no longer overextend where it’s not.
But I will always give generously to the people, brands and communities that meet me there.

That feels like growth.
That feels like self-respect.
That feels like peace.

A Gentle Note (Because It Matters)

I also want to say this… if this time of year feels difficult for you, I see you.

The festive season can bring joy, but it can also bring grief, loneliness, pressure, exhaustion or complicated emotions. If you’re navigating any of that, please know you’re not alone, even if it feels that way.

There’s no right way to do this season.
There’s no requirement to feel merry all the time.
Taking it day by day is more than enough.

Looking Ahead (Without the Pressure)

As we move into the festive break, I’m not making loud promises or big declarations, I’m just holding a lot of gratitude.

Thank you for trusting me.
Thank you for cheering me on.
Thank you for allowing PR, storytelling, beauty, business and life to overlap in this little corner of the internet.

I wish you a beautiful, restful and joyful festive season, whatever that looks like for you.

Take the pause. Savour the quiet moments. Laugh loudly if you can. Rest deeply if you need to.

And I’ll see you on the other side ✨

Patz x
(Grateful, always.)

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

On the latest episode of PR LIKE A BOSS!, I sat down with Hayley Dawes, founder of Dreem Distillery, the award-winning luxury sleep brand redefining what it really means to rest well. What unfolded was a refreshingly honest conversation about insomnia, storytelling, founder-led brands and why shouting louder is never the PR answer

Hayley shared how her decade-long struggle with insomnia began at a time when sleep and mental health simply weren’t part of the wellness conversation. You didn’t talk about it, you cracked on, pretended you were fine and functioned on fumes

When she discovered broad-spectrum CBD and plant actives that genuinely transformed her sleep, she realised this wasn’t just a personal breakthrough, it was a solution countless people were silently craving. Dreem Distillery was born from that realisation, rooted in science, nervous system regulation and emotional storytelling people could actually relate to

While many brands focus solely on bedtime, Hayley explained that Dreem treats sleep as a day-long nervous system story. How you move, pause, breathe and regulate stress long before your head hits the pillow. That depth, paired with founder-led storytelling and high-performance formulations, is what truly sets the brand apart

And yes, luxury matters. Not just how products smell or look, but how they work and how people feel when they use them.

One of the biggest takeaways? Hayley’s most powerful media moment wasn’t planned, paid or pitched.

It was Trinny Woodall, casually unpacking her suitcase on Instagram and YouTube, waving Dreem’s Night Drops and Bed Balm and telling her audience how much she relied on them for sleep and muscle tension. One authentic moment. One trusted voice. Huge impact!

Proof, credibility and genuine love for a product will always outperform forced influencer noise.

Founder-led brands win (even when it feels uncomfortable)

Hayley admitted showing up as the face of the brand doesn’t always come naturally, but the data doesn’t lie. Founder-led content consistently outperforms polished brand posts because people connect to people, not packaging

Her advice? Tell the truth, tell it emotionally and never underestimate the power of resonance over reach.

In true PR LIKE A BOSS! style, we wrapped with Sleep Confessions: Founder Edition, from her mild rage at people who fall asleep in 90 seconds, to “evening admin” on her phone under the duvet and a beautifully uncluttered bedside table.

Real life. No founder polish. Exactly how we like it.

PR isn’t about shouting louder, it’s about telling the truth in a way that makes people feel something. Integrity, proof, emotional storytelling and founder visibility? That’s what cuts through.

Brands & Experts Mentioned:
Trinny London | Rob Rea (breathwork expert) | Julia Bradbury (author of Hack Yourself Healthy)

Listen to the full episode now
Share it with someone who’s tired of being tired

Patz x

!!!!GIVEAWAY ALERT!!! My friends at Dreem Distillery are providing the chance for ONE of my UK based listeners to win a full set of Dreem Distillery products and a Dreem Distillery Wellness Tote worth £460. Follow me (@pgaleota / @prlikeaboss) and @dreem_distillery on Instagram and share today’s episode Reel tagging me in for a chance to enter. One lucky winner will be selected at random. Deadline: 10pm GMT Thursday 25th December 2025.

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

Two coats. That’s it.

Suddenly I looked awake.
Which made me feel awake.
Which made me act like someone who hadn’t mentally checked out before 9am.

It’s wild how quickly that shift can happen.

The Life Lesson: Small Wins Count (More Than Big Plans)

We’re conditioned to think that change has to be loud and dramatic.
New habits. New routines. New versions of ourselves.

Especially at this time of year, when New Year’s resolutions are everywhere… overhaul your life, wake up earlier, eat cleaner, do more, be better.

But most real change doesn’t arrive with fireworks, it sneaks in quietly. It looks like a small decision on an ordinary morning, a tiny habit you actually stick to. A moment where you choose progress over pressure.

Mascara, for me, is one of those small wins.
Not a reinvention, just a reminder that I’ve shown up.

And those small moments? They add up far more reliably than the big plans we abandon by mid January.

Why This Mascara Hits Different

Here’s the thing about the navy…

It’s softer than black but more interesting than brown.
Polished without being harsh.
Subtle, but quietly powerful.

And that’s exactly why I love it.

It doesn’t scream.
It doesn’t try too hard.
It just works.

Which, honestly, feels like a metaphor for how I want to show up, in life, work, friendships… everything.

The PR Lesson: Emotion Beats Features Every Time

Beauty brands love to lead with specs:
• length
• curl
• fibres
• brushes
• formulas

All important, but not what people remember.

What they remember is:
- “I looked awake.”
- “I felt confident.”
- “I didn’t feel like hiding today.”

That’s the emotional payoff.

And the same rule applies in PR and brand storytelling.

If your message is all features, people scroll.
If your message taps into how someone wants to feel, they lean in.

Great brands don’t just sell products. they sell small emotional upgrades.

Mascara is just one example.

It’s the lip balm you always find at the bottom of your bag, the skincare step you never skip, the outfit that feels like armour. Those tiny rituals with big emotional return.

You don’t need to overhaul your life before breakfast.

Some days, all it takes is one coat of mascara and the quiet decision to show up anyway and if a product, a brand, or a story can give someone that feeling? That’s not marketing, it’s connection.

Patz x
(Currently very committed to navy mascara supremacy.)

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

On this week’s episode of PR LIKE A BOSS!, we dove into a story that genuinely stopped me in my tracks, part jaw-dropper, part tear-jerker and all-around inspiring.

While most of us at 19 were trying to survive university, Nadia was navigating something no teenager expects: early menopause, complete with hair loss and spiralling fear. On top of that, she was already living with Thalassemia, requiring monthly blood transfusions just to keep going.

Confusing? Traumatic? Utterly overwhelming? Yup and Nadia talks about how much of that period is still hard to even think back to.

The Spark That Became Hair Loving

Fast-forward through fertility treatment, motherhood and a blossoming career as a hair & makeup artist… and suddenly, things clicked. Hearing client after client whisper about menopausal hair loss brought her straight back to her own story and to the hair oil remedies her mum used to massage into her scalp. That was the lightbulb moment.

How She Got the Brand Everywhere

There was no single “big break”. Instead, Nadia built her visibility brick by brick:

• Instagram in the early days

• Consistent PR coverage in places like Forbes and Health & Wellbeing

• TikTok creators shouting about her products

• Showing up for panel talks, founder events and of course, QVC where she often sells out live on air

Her biggest message? You are your brand’s PR. Show up, even on the days you don’t feel like it.

One of the most refreshing parts of Hair Loving is its cast of real women. Not models, but everyday people with postpartum hair loss, PCOS, cancer treatment regrowth, MS, cerebral palsy and every hormonal shift life throws at them. Nadia wants her customers to see themselves, not airbrushed ideals.

And yes, some of their most loyal community members started as simple reviewers on Trustpilot and Amazon, Nadia reaches out personally. That’s how deep the connection goes.

Nadia admits she was always the girl who wanted to fit in, someone who kept her illness quiet, even from close friends. But launching Hair Loving meant showing up with her whole story. Vulnerability became her biggest PR tool.

Her advice to founders:
Be real, be different, be you and tell your story, even when it’s uncomfortable.

Brands & Experts Mentioned:
QVC | Debenhams | Amazon | Forbes | Health & Wellbeing Magazine | Trustpilot

So, whether you’re a founder, someone navigating hair loss, or just a human who loves a comeback story this episode packs heart, humour, honesty and a whole lot of PR wisdom.

Listen to the full episode of PR LIKE A BOSS! now and if Nadia’s story inspires you, share it with someone who needs a reminder that powerful things can grow from the toughest moments.

Patz x

!!!!GIVEAWAY ALERT!!! My friends at Hair Loving are providing the chance for ONE of my UK based listeners to win a Beauty Renewal Hair Conditioning Bundle for Hair Growth worth £42. Follow me (@pgaleota / @prlikeaboss) and @hairlovingco_ on Instagram and share today’s episode Reel tagging me in for a chance to enter.
One winner will be selected at random. Deadline: 10pm GMT Thursday 18th December 2025.

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

Enter: my high-volume post-workout brekkie, a tray of fluffy, cloud-like baked egg whites topped with berries and a sprinkle of inulin.
It’s basically protein-packed, guilt-free pavlova… but make it wellness.

I started making this because I wanted something filling after my workout without feeling heavy or sluggish. I wanted volume, I wanted colour, I wanted the illusion of indulgence… without tanking my energy for the day.

But somewhere between whisking the egg whites and scraping them off the baking tray, I realised:

This breakfast is a whole life philosophy.
And honestly? A PR one too.

Not Everything That Looks Big… Is Big

These egg-white clouds?
They look like a giant breakfast.
Voluminous. Dramatic. Almost over the top.

But really, they’re just air, intention and a little technique.

A lot like life.

We often overestimate the “size” of things:
– the argument we’re replaying in our head (anyone else?)
– the work task we’ve been avoiding (I do this daily)
– the chore we swear will take forever (urgh!)
– the thing someone said that we inflated to meaning something huge (guilty!)

But just like this brekkie, a lot of our “big” moments are actually… manageable.
Simpler than we think.
Lighter when broken down.

Most overwhelm comes from perception, not reality.

Sometimes you just need to whisk things up, bake them for 15 minutes and see that it’s actually “not that deep”!

It’s the Topping That Counts

The base is simple: egg whites, vanilla and stevia drops.

But the berries and inulin add the colour and the sweetness, that’s where the joy comes in.

Same with friendships, partnerships, daily routines.

The foundation matters, sure. But the toppings, the small, thoughtful moments are what make things delicious:
– a quick check-in text
– a coffee left out for someone
– laughing about something ridiculous
– choosing softness over snappiness

Tiny things, big impact.
The sweetness is always in the detail.

Volume Isn’t Value

This breakfast looks impressive.
Big. Abundant. Eye-catching.

But what actually matters is the quality:
simple ingredients, intention and the feeling it gives.

Brands often chase volume the same way people chase giant breakfasts:
more content
more campaigns
more noise
more, more, more

But more doesn’t mean better.

A brand with clarity > a brand with clutter.
A message with meaning > a message with volume.

Just like my breakfast, the magic is in:
✨ the simplicity
✨ the intention
✨ the nourishment
✨ the feeling

Not in how big it looks on the tray.

And this is the cornerstone of PR:
People don’t remember the most loud brands.
They remember the ones that feel good to consume.

The Recipe (because I know you’ll ask):

Ingredients:
250ml Egg Whites
½ tsp Vanilla Powder
A few drops Liquid Stevia (optional)
Pinch of Salt

Topping
1 tbsp Inulin
1 tsp Cinnamon Powder
Handful of berries

Method:

1. Preheat oven to 200°C.

2. Whisk egg whites, vanilla and stevia until stiff peaks.

3. Dollop onto a baking tray in one big cloud or several mini ones.

4. Bake for 25 minutes.

5. Top with berries, cinnamon and a sprinkle of inulin.

6. Enjoy alongside your protein shake (non-negotiable for me!).

High volume. Low fuss. Zero crash.

The Takeaway

This breakfast might be simple, but it’s a reminder:

You don’t need heaviness to feel full.
You don’t need “more” to make an impact.
And the best results, in food, life, love or PR often come from a handful of ingredients and a bit of intention.

Light doesn’t mean lacking.
Simple doesn’t mean boring.
And nourishing doesn’t mean complicated.

Sometimes the fluffiest things in life are the ones that keep you grounded.

Patz x
(Currently debating whether this counts as dessert. Honestly? Yes.)

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✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.

In this episode of PR LIKE A BOSS!, Joely Sanderson, journalist turned co-founder of WE ARE. REGULAR proves that gut health doesn’t have to be clinical, shameful or whispered about in a bathroom cubicle. It can be bold, colourful, playful… and downright liberating.

Because here’s the thing:
As women, we’ve been conditioned to believe that poo is secret, unladylike, unfeminine, which is, quite frankly, absolute bullsh*t.
As Joely put it, “we literally all poo”, so why the silence?

Joely is on a mission to “break poo taboos”, not with shame, but with humour, education and bold honesty. She and her co-founder Holly created their cult supplement after years of dealing with bloating and constipation (Holly since age 16).

Beyond the branding and the berry flavour, the messaging is clear:

• Talking openly about your bowel movements is crucial for health, not just convenience.

• Understanding what’s normal matters.

• And yes, sometimes a doctor will need to put a finger up your bum and there is zero shame in that. Joely said it herself: it’s part of checking issues early and protecting long-term health.

This conversation wasn’t just refreshing, it was necessary!

Joely’s transition from magazine-world glamour to a gut-health startup was surprisingly organic. As she shared, she’d spent her career shaping beauty narratives, now she’s shaping wellness ones.

But her editorial instincts gave her superpowers:

• Crystal-clear brand storytelling

• Understanding exactly what women need to hear

• Creating truly empowering community-led content

• A no-nonsense approach to authenticity in PR

She knows the industry, she knows the audience and now she knows the inside of the digestive conversation better than most.

Why This Episode Matters…

Women deserve to talk about their bodies, all parts of them, without shame or secrecy.
Because digestive health impacts confidence, comfort, energy and overall wellbeing.
Because taboo topics lose their power the minute we stop whispering and start laughing, learning and sharing.

Joely and Holly’s mission is simple: make women’s lives easier, one honest poo chat at a time. And honestly? It’s working!

Brands & Experts Mentioned: Vichy | Weleda | La Roche-Posay | Joonbyrd | L’Occitane | Augustinus Bader | Jamie Genevieve / VIEVE | Becky Knowles | Knowles Communications | got2be

Click play to listen now.

Patz x

!!!!GIVEAWAY ALERT!!! My friends at Vichy are providing the chance for FIVE of my UK based listeners to win a Mineral 89 product bundle worth £95.
Follow me (@pgaleota / @prlikeaboss) and @vichylaboratoires on Instagram and share today’s episode Reel tagging me in for a chance to enter. FIVE winners will be selected at random. Deadline: 10pm GMT Thursday 11th December 2025.

✨ NEW! Pitch Template Bundle: Get Seen, Heard & Booked
Stop struggling with words, land media features fast with ready-to-use templates that help you pitch clearly and confidently. No fluff, just swipe, personalise and hit send. Your next big feature is one pitch away. [CLICK HERE]

✨ Become Your Own PR Expert
Ready to level up your business and visibility? Learn exactly how to run your own PR like a pro with the PR LIKE A BOSS! eCourse. [CHECK IT OUT HERE]

✨ 1,000 Brilliant Women Wanted! ✨
Join the PR LIKE A BOSS! Insiders Collective—a powerful, diverse community shaping how brands show up in the world. Test products free, share your voice, and influence real change. If you’re opinionated, curious, and brand-savvy, this is your space. [CLICK HERE TO JOIN]

Donations help to:

• Build a community of strong like-minded women in beauty, wellness and business

• Fund the creation of valuable articles and podcast episodes

• Gives you the chance to win various beauty, wellbeing and business goodies when sharing on IG.

PR SPECIALIST & VISIBILITY COACH
PATRIZIA GALEOTA

With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.

My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.

I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.