The PR Secrets Every Brand Needs: Insights from Ronjini Joshua

Introduction

In today’s crowded marketplace, standing out isn’t just a goal—it’s a necessity. Public Relations (PR) is the backbone of a brand’s reputation, credibility, and visibility. Yet, many businesses, especially startups, overlook its power, mistakenly equating PR with advertising.

In a recent episode of Mindset Mavericks, host Jon Coogan sat down with Rini Joshua, a 20-year PR veteran and founder of The Silver Telegram, a boutique PR agency specializing in tech and lifestyle brands. Joshua has helped countless startups make headlines, and in this interview, she shared her top PR strategies for crafting compelling narratives, building resilient brands, and navigating media relations.

Here’s what every business should know about PR, from mastering storytelling to handling crises and leveraging personal branding.

Finding Your PR Strategy: Where to Begin

For many brands, PR can feel like a mysterious, intangible asset—important but difficult to measure. However, as Joshua emphasizes, PR is earned media—it’s about gaining coverage through credibility and relationships rather than paying for advertisements.

So, where should you start? Joshua highlights two foundational elements for any PR strategy:

1. Define Your Brand’s Messaging

One of the most common mistakes startups make is inconsistent messaging. Founders focus so much on product development that they neglect to create a clear and unified brand message.

• What is your brand’s mission?
• What core values define your company?
• How do you want people to perceive your company?

Actionable Tip: Align your messaging across all platforms—your website, social media, and media outreach—so there is no confusion about your brand’s identity.

2. Establish Subject Matter Expertise

In today’s media landscape, credibility equals visibility. Journalists and audiences are drawn to companies that offer expert insights, not just product pitches.

Joshua suggests that founders should position themselves as thought leaders by:

• Identifying 3 key topics related to their industry that they can speak on.
• Sharing insights on LinkedIn and other relevant platforms.
• Engaging in industry discussions to build trust and authority.

By becoming a go-to resource, brands increase their chances of being featured in news stories, podcasts, and industry reports.

Building a Strong Media Presence

Once your messaging and expertise are clear, the next step is to develop relationships with journalists. Many brands make the mistake of blindly pitching without considering what a journalist is actually looking for.

3. Know What Makes a Story Newsworthy

Joshua emphasizes the importance of understanding what journalists want:

• Journalists write stories that will attract readers.
• They seek real-world challenges and solutions, not just promotional content.
• They value unique insights, research, and timely trends.

Instead of focusing solely on what your company does, frame your pitch around what problem you solve and why it matters right now.

4. Build a Journalist Contact List

Joshua recommends that businesses curate a shortlist of 10-15 journalists who cover their industry. Instead of spamming every reporter, develop a genuine relationship by:

• Following them on LinkedIn or Twitter/X and engaging with their content.
• Sending personalized pitches that reference their previous work.
• Providing value before making an ask.

Journalists receive hundreds of pitches daily—only those that offer a compelling story with clear benefits to their audience will stand out.

Crisis Management: Handling Negative PR

No brand is immune to PR crises—whether it’s a bad product review, a controversial statement, or a customer complaint gone viral. The key, according to Joshua, is responding strategically rather than reactively.

5. The Three-Step PR Crisis Playbook

1. Pause & Assess – Avoid immediate emotional responses. Take a step back to evaluate what the core issue isbefore crafting a response.
2. Acknowledge & Address – If a mistake was made, own it. Transparency and sincerity go a long way in rebuilding trust.
3. Stay Consistent – Once a public response is made, stick to it. Avoid getting drawn into social media debates, which can escalate the situation.

Example: One of Joshua’s clients faced a PR crisis where the CEO personally engaged in social media arguments. The situation worsened until they restricted the CEO from commenting publicly. This underscores the importance of having a crisis protocol in place before issues arise.

The Role of Social Media in PR

With the rise of social media-driven journalism, PR has evolved beyond traditional media placements. Joshua highlights a key PR strategy shift:

6. Using Social Media as an Amplifier

Social media is not a replacement for PR but rather an amplifier. PR generates credibility through media coverage, while social media expands its reach.

How to Integrate PR & Social Media:

• Repurpose earned media into bite-sized social content.
• Engage with journalists & industry leaders to stay visible.
• Use platforms where your audience lives (LinkedIn for B2B, TikTok/Instagram for consumer brands).

For startups and personal brands, LinkedIn remains the most powerful platform for building thought leadership and credibility.

The Art of a Perfect Press Release

Joshua stresses that many businesses misunderstand the purpose of a press release—it’s not a direct-to-consumer marketing tool but rather a resource for journalists.

7. The Three Golden Rules of Press Releases

1. Keep It Newsworthy – Focus on solving an industry problem, not just announcing a product.
2. Avoid Sales Language – Press releases should be informational, not promotional.
3. Make It Easy for Journalists – Include clear data, quotes, and key insights so that reporters can easily craft a story.

A common mistake? Overhyping an unknown brand. If your company is still new, focus on why your innovation is impactful rather than just your brand name.

Founder PR: Building a Personal Brand

A growing trend in PR is Founder Branding—the idea that an individual’s personal reputation can drive business success.

Joshua recommends that founders:

• Share personal insights alongside company updates.
• Showcase behind-the-scenes moments to humanize their brand.
• Engage in industry conversations to establish credibility.

Example: Sarah Blakely (Spanx) and Josh Payne (Quarter) are standout founders who seamlessly blend personal storytelling with company success.

Timing PR for Maximum Impact

When should PR efforts begin? Joshua provides a general timeline:

• 6 months before launch: Define messaging and build media relationships.
• 3 months before launch: Actively pitch stories and secure interviews.
• 1 month before launch: Release press materials and social media teasers.

Too many companies wait until the last minute to think about PR—this significantly reduces the chances of impactful coverage.

Final Takeaway: PR is for Everyone

Many businesses hesitate to dive into PR, assuming it’s only for major brands with big budgets. However, Joshua’s final piece of advice is simple:

"Just try it."

• Every business has a story worth telling.
• Every founder has expertise to share.
• Every brand can benefit from authentic media relationships.

PR is not about spending the most money—it’s about crafting the best story.

So, what’s your brand’s story? It’s time to tell it.