For startups trying to stand out, that can present both a challenge and an opportunity. Which is where PR (public relations) comes in. As a former journalist-turned-PR strategist, I know that PR that’s built on honesty and authentic thought leadership is what cuts through the digital noise and enables startups to earn real, lasting trust.

The trust gap in the AI era

AI has transformed our communication processes and our content creation. But as AI becomes more ubiquitous, scepticism is growing too. Consumers, investors, and journalists are increasingly asking: Who’s really behind this message? Can I believe what I’m reading?

This growing ‘trust gap’ means that authenticity is more than just a nice-to-have for businesses – it’s an essential. Startups that can communicate with openness and purpose are far more likely to gain traction than those hiding behind polished, AI-produced façades.

And true public relations is about building credibility over time through consistent, honest storytelling.

Why transparency and thought leadership are your biggest assets

In a world where we’re often told to ‘fake it till you make it’, transparency can feel risky. But in today’s media climate, it’s actually something that will make you stand out for the right reasons. Journalists, and the audiences they serve, want to hear from founders who are willing to talk about the real journey – the pivots, lessons, near-misses, and the what’s driving their decisions.

Startups can position themselves as thought leaders by openly discussing both their expertise and their experiences. A transparent PR strategy might include:

• Sharing the story behind a pivot or a challenge that’s been overcome
• Offering insight into how your company is tackling a particular issue
• Discussing ethical dilemmas or lessons learned along the way
• Providing useful tips, advice and commentary on wider industry trends, not just self-promotion

By doing so, you give journalists, and your audience, a reason to believe in you. You move from being ‘just another startup’ to being a trusted voice in your field.

The media wants real founder stories, not AI-generated fluff

Over the past year or so, editors and journalists have grown tired of generic, keyword-stuffed pitches clearly written by AI. I’ve noticed some journalists even overtly stating that they don’t want AI-generated quotes or articles. There’s an appetite for real founder stories. Publications are prioritising human-centred narratives, ones that explore why a company exists, the problem it’s solving, and the person behind the vision.

Founders who can authentically articulate their story are the ones journalists remember. When a startup’s PR focuses on authentic storytelling rather than generic ‘innovation speak’, it becomes far easier to secure meaningful media coverage.

This doesn’t mean you need a dramatic origin story or a headline-grabbing rags-to-riches tale. It means being able to answer questions like:

• What inspired you to start this business?
• How are you doing things differently?
• What keeps you motivated when things get tough?

AI can mimic tone, but it can’t replicate your lived experience, and that’s exactly what the media wants more of.

Aligning PR with your values to build loyal audiences

A strong PR strategy is more than a visibility tool; it’s also a reflection of your brand values. Startups that take the time to define what they stand for can use PR to reinforce that identity across every platform, from media interviews to social content.

If sustainability, inclusion, or transparency are part of your company ethos, those themes should show up in your PR messaging, not just your marketing materials. The key is alignment: ensuring what you say publicly matches what you do internally.

This alignment breeds loyalty. When your audience sees consistency between your message, your actions, and your media presence, trust naturally follows. And trust, in turn, leads to customers who not only buy from you but also champion your story.

Building trust

AI may be changing how stories are told, but it can’t replace the power of human connection. For startups navigating this landscape, PR combined with authenticity and transparency is the smart choice, as well as the ethical one.

By embracing real storytelling, sharing honest insights, and aligning your messaging with your values, you can position your startup as a trustworthy voice in an increasingly automated world. In the long run, trust will always outperform trends, and PR done right is how you build it.