Earth Set:Build Webinar series 3. Press, PR and Finding your Story
Abi Smith of Harpswood’s presentation. Link to full deck below
Autumn 2025
Press, PR & Finding Your Story
Highlights from Earth Set: Build, Session 3 with Abigail Smith (Harpswood)
Public relations can feel like smoke and mirrors for early-stage founders: expensive, unmeasurable, or just “for later.” In reality, it’s one of the highest-leverage tools you have if you understand how it really works. In this session, Abigail Smith from Harpswood - an agency built by ex-journalists which is now working with and advising purpose-led disruptors from Octopus Energy to climate-tech startups - cut through the myths and offered practical advice.
Here are five lessons every founder should know about PR.
1. PR is not advertising - and that’s the point
Great PR is about earning attention, not paying for it. That means no clickbait, no paid placements, no shouting into the void. Instead, it’s the meeting point between:
What your business wants to say
What a journalist finds genuinely interesting
When you land coverage, it carries weight because it’s mediated through a trusted outlet rather than bought space.
2. Journalists want stories — and opinions
Founders often assume their funding round or product launch is automatically news. But journalists are overloaded and under-resourced — they need stories that cut through. That means being prepared to have an opinion: to challenge the rhetoric, to connect your story to what’s in the headlines, to say something that matters now.
Angles that work:
Actual news (firsts, exclusives)
Examples with facts and stats
Human experiences and case studies
Industry insight and strong perspectives
As Abi put it, a journalist won’t write up “we exist” — but they will write up why your existence matters.
3. Your story needs assets as well as words
Before you pitch, make sure you’re ready to be covered. Journalists want a story they can publish today — not a vague idea. That means preparing:
Eye-catching images and video
A fact sheet and key messages
Data or stats to back up your claims
A founder or customer who can provide a strong quote
Abi shared that Harpswood always prepares a fact sheet for any new client they work with. The concept is simple - it’s about distilling the key messages, facts and figures onto one page. This means, everyone is clear on what they’re happy to share externally. Updated and iterated with the whole team, it keeps everyone on-message and prepared.
4. DIY PR is possible — but takes more time than you think
Harpswood’s message was clear: you can do your own PR at the early stage, but budget your time. Effective DIY PR requires:
Researching journalists and understanding newsroom hierarchies
Reading and analysing coverage so you know how to add to the conversation
Monitoring trends with Google Alerts and newsletters
Building relationships by following and engaging with journalists on LinkedIn or X
Abi’s warning: don’t burn bridges with half-baked pitches. Make your interactions count.
5. The payoff is real — when story and timing align
The trajectory of Octopus Energy shows how smart, values-driven PR can amplify a business from its earliest days to global reach.
And the Yo-Go case study proved what happens when story, timing and assets align:
Bright yellow pay-as-you-go electric buggies in London
Clear stats (70% of car journeys are under 3 miles)
Eye-catching images ready to go
The result? Coverage in The Times, BBC London, The Guardian, Mail Online, Evening Standard, Forbes and more — a wave of exposure no paid campaign could have bought.
“A piece ran on BBC London. And then everything went mad! Working with Harpswood changed the trajectory of our business.” — Sam Bailey, CEO of Yo-Go
Key takeaway for founders
PR isn’t about chasing vanity coverage. It’s about finding the intersection between your story and what the world wants to hear, then delivering it in a way journalists can use. Start small, prepare properly, and be deliberate — because when it lands, it can do more for your business in 48 hours than months of sales calls.
Thanks to Abigail Smith and Harpswood for such a practical session. This was webinar 3 of 6 in the Earth Set: Build series.
