NEXT [Lunch and Learn]: PR for Founders

​PR for Founders in the AI Era — A Working Session on Getting Press Without the PR Budget

​Most founders wait too long to do PR. By the time you can afford an agency, you've already missed key moments to build credibility.

​Join Greg Kirby, former journalist and founder of Signala, for a hands-on workshop where we'll work through real PR challenges together and you'll leave with tactics you can use this week.

​This isn't a lecture. We'll pick real companies from the room and craft press-worthy angles together, live. You'll see exactly where most founders go wrong, what journalists actually want, and how to use AI tools you already have access to.

​You'll leave with:

• ​A framework for knowing when PR actually matters (and when to skip it)

• ​A press release template and angle-finding process you can use immediately

• ​AI prompts that work for press releases, journalist outreach, and pitch emails

• ​Real examples of good vs. bad pitches — and why journalists ignore most of them

• ​A clear understanding of whether now is the right time for your company to do PR

​We'll cover:

• ​The 3 times founders should actually do PR (spoiler: it's not at launch)

• ​How to find your story angle when "we built a product" isn't newsworthy

• ​What to do when ChatGPT writes a press release that sounds like every other press release

• ​Live working session: We'll craft a real pitch together for a volunteer company

• ​How to find and reach journalists without expensive databases

​Workshop Context: This workshop sits alongside something Greg is building: Signala, a lightweight PR tool for founders. He wants to make sure it’s grounded in real founder problems, not assumptions.

If you’re open to a short follow-up chat after the session, Greg would appreciate your honest views. He'll share early access and buy you a coffee in return.

​🗓️ Date: Wednesday 1 April
🕛 Time: 12pm to 1pm
📍 Location: Online

​This session is for founders who:

• ​Have something worth announcing but don't know how to position it

• ​Have tried ChatGPT for press releases and got mediocre results

• ​Want to understand if PR is even worth their time right now

• ​Are curious about what journalists actually respond to

​🎤 SHARE YOUR QUESTIONS IN SLACK
As part of our CDH Founder Community, share your specific PR challenges in Slack before the session. I'll address real questions from real founders, no generic advice. Not in slack? Join here.

​Fair warning: This will be practical and opinionated. I'll show you what works based on my time as a journalist, not theory from a marketing textbook. Some of it might contradict what you've heard before.