159: Jennifer Kaplan: PR Secrets Every Entrepreneur Needs

The 3.5x multiplier most founders ignore

Jennifer Kaplan, earned media has 3.5x more impact than advertising, yet most of us avoid it because it feels uncomfortable. That discomfort? It's actually your signal that growth is around the corner.

Silence is never neutral

When something goes wrong in your business, staying quiet creates a vacuum others will fill with speculation. The fix is simpler than you think: "We hear you and we're addressing it" keeps trust intact while you work behind the scenes.

The moment you go into hiding, you're letting other people write your story. Communication doesn't have to be perfect - it just has to exist. Even acknowledging the situation buys you time and maintains your relationship with your audience.

Your reputation is happening whether you manage it or not

Every email you send, every introduction you make, every comment you leave online, these small moments are building the perception that becomes your business reality. You're already creating a reputation; the question is whether you're being intentional about it.

Jennifer shared how her brand identity differs from her reputation: "Perception is reality. If you're the one that was interviewed, people immediately think you must be the expert they should call." The opportunity sits in recognising that you don't need more credentials, you need more visibility of what you already know.

Fear is just data, not a stop sign

The discomfort you feel before hitting publish or speaking on stage isn't a warning, it's evidence you're stepping into the visibility your business actually needs. Jennifer's mum taught her that "fear is the real F-word," and the solution isn't becoming fearless - it's acting anyway.

When you shift your mindset from "What will they think?" to "Who might I help?", the uncomfortable feeling transforms into purposeful action. Your expertise has the power to solve someone else's problem, and that's worth the temporary discomfort of putting yourself out there.

Listen to Jennifer's complete perspective on building thought leadership confidence.

🎧 Listen now and start owning the authority you already have.

About Jennifer Kaplan

Jennifer Kaplan runs a PR agency in Scottsdale, Arizona, helping entrepreneurs and brands navigate everything from national media coverage to crisis communications. She believes every founder already has what it takes to be seen as a thought leader—it's about using PR as a tool to amplify what's real, not hide behind what's polished. Her approach focuses on earned media that builds genuine authority rather than manufactured credibility.