Carly Martinetti
@prcarly.bsky.social
Co-founder of Notably • PR for the fastest growing startups
Book some time to chat strategy w/ me: https://bit.ly/NotablyPR 👋
Book some time to chat strategy w/ me: https://bit.ly/NotablyPR 👋
Can we please take a moment to disambiguate “awareness” and “authority” in PR?
Here’s what I’m getting at:
When I talk to C-suite about PR, they often say they want awareness. E.g.: “We need more eyeballs so we can hit our business goals successfully.” 🧵
Here’s what I’m getting at:
When I talk to C-suite about PR, they often say they want awareness. E.g.: “We need more eyeballs so we can hit our business goals successfully.” 🧵
December 10, 2025 at 3:30 PM
Can we please take a moment to disambiguate “awareness” and “authority” in PR?
Here’s what I’m getting at:
When I talk to C-suite about PR, they often say they want awareness. E.g.: “We need more eyeballs so we can hit our business goals successfully.” 🧵
Here’s what I’m getting at:
When I talk to C-suite about PR, they often say they want awareness. E.g.: “We need more eyeballs so we can hit our business goals successfully.” 🧵
In my 15+ years of doing PR, I've found that clients don't actually want yes-people, even when they think they do. What they really want is a straight-shooting partner who will fight for their success.
Even when that means pushing back.
🧵 Here's why:
Even when that means pushing back.
🧵 Here's why:
December 9, 2025 at 3:30 PM
In my 15+ years of doing PR, I've found that clients don't actually want yes-people, even when they think they do. What they really want is a straight-shooting partner who will fight for their success.
Even when that means pushing back.
🧵 Here's why:
Even when that means pushing back.
🧵 Here's why:
Some of the best placements I've gotten for clients had terrible traffic stats.
A concern I’ve heard more than once is that if a piece is paywalled, no one will read it, and therefore all that PR money you paid goes to waste. 🧵
A concern I’ve heard more than once is that if a piece is paywalled, no one will read it, and therefore all that PR money you paid goes to waste. 🧵
December 8, 2025 at 3:30 PM
Some of the best placements I've gotten for clients had terrible traffic stats.
A concern I’ve heard more than once is that if a piece is paywalled, no one will read it, and therefore all that PR money you paid goes to waste. 🧵
A concern I’ve heard more than once is that if a piece is paywalled, no one will read it, and therefore all that PR money you paid goes to waste. 🧵
We've been fully remote since 2020. Now that there's actual longitudinal data, I wanted to honestly assess: are we actually benefiting from this, or have I been rationalizing this decision for five years?
First, our reasons for being remote: 🧵
First, our reasons for being remote: 🧵
December 3, 2025 at 3:30 PM
We've been fully remote since 2020. Now that there's actual longitudinal data, I wanted to honestly assess: are we actually benefiting from this, or have I been rationalizing this decision for five years?
First, our reasons for being remote: 🧵
First, our reasons for being remote: 🧵
Here’s how we won a multibillion fintech client in an RFP against multinational firms with 1,000+ employees, global offices, and F100 clients on their rosters: 🧵
December 1, 2025 at 3:30 PM
Here’s how we won a multibillion fintech client in an RFP against multinational firms with 1,000+ employees, global offices, and F100 clients on their rosters: 🧵
When you ask a client "What are your PR goals?" you're asking the wrong question. 🧵
November 26, 2025 at 3:30 PM
When you ask a client "What are your PR goals?" you're asking the wrong question. 🧵
Over the past 15 years, I've pitched hundreds of funding stories to reporters, and consistently, the ones that got covered all broke the same rule:
They didn’t lead with the dollar amount.
Let me give you an actual example of a company we helped. 🧵
They didn’t lead with the dollar amount.
Let me give you an actual example of a company we helped. 🧵
November 25, 2025 at 3:30 PM
Over the past 15 years, I've pitched hundreds of funding stories to reporters, and consistently, the ones that got covered all broke the same rule:
They didn’t lead with the dollar amount.
Let me give you an actual example of a company we helped. 🧵
They didn’t lead with the dollar amount.
Let me give you an actual example of a company we helped. 🧵
"Aren’t you just an AI wrapper?" It’s tech journalism's laziest gotcha, but it makes founders panic. Here's how to flip the question into your strongest positioning opportunity. 🧵
November 24, 2025 at 3:30 PM
"Aren’t you just an AI wrapper?" It’s tech journalism's laziest gotcha, but it makes founders panic. Here's how to flip the question into your strongest positioning opportunity. 🧵
Last week, at 95, Warren Buffet went dark. He’s finally stepping back in January of next year, and passing the baton to his successor, Greg Abel.
In his final shareholder letter as CEO, he said something that I suspect I’ll be thinking about… for a long, long… long time. 🧵
In his final shareholder letter as CEO, he said something that I suspect I’ll be thinking about… for a long, long… long time. 🧵
November 19, 2025 at 3:30 PM
Last week, at 95, Warren Buffet went dark. He’s finally stepping back in January of next year, and passing the baton to his successor, Greg Abel.
In his final shareholder letter as CEO, he said something that I suspect I’ll be thinking about… for a long, long… long time. 🧵
In his final shareholder letter as CEO, he said something that I suspect I’ll be thinking about… for a long, long… long time. 🧵
Marketing sells products.
PR builds credibility.
They don't compete. They compound.
Treat them accordingly.
PR builds credibility.
They don't compete. They compound.
Treat them accordingly.
November 18, 2025 at 5:45 PM
Marketing sells products.
PR builds credibility.
They don't compete. They compound.
Treat them accordingly.
PR builds credibility.
They don't compete. They compound.
Treat them accordingly.
Before you draft your next funding pitch, ask yourself:
Would this story be interesting even without the money?
If not, you're pitching the wrong angle.
Would this story be interesting even without the money?
If not, you're pitching the wrong angle.
November 18, 2025 at 2:15 PM
Before you draft your next funding pitch, ask yourself:
Would this story be interesting even without the money?
If not, you're pitching the wrong angle.
Would this story be interesting even without the money?
If not, you're pitching the wrong angle.
Underbaked story angles don't just fail.
They train journalists not to open your next email.
Don’t burn your credibility. Say no to bad timing.
They train journalists not to open your next email.
Don’t burn your credibility. Say no to bad timing.
November 17, 2025 at 5:45 PM
Underbaked story angles don't just fail.
They train journalists not to open your next email.
Don’t burn your credibility. Say no to bad timing.
They train journalists not to open your next email.
Don’t burn your credibility. Say no to bad timing.
Every founder thinks their startup is WSJ-worthy.
But most need to build credibility in trade press first.
That's not mean. That's the gap we close.
But most need to build credibility in trade press first.
That's not mean. That's the gap we close.
November 17, 2025 at 2:15 PM
Every founder thinks their startup is WSJ-worthy.
But most need to build credibility in trade press first.
That's not mean. That's the gap we close.
But most need to build credibility in trade press first.
That's not mean. That's the gap we close.
Publication cycle should dictate your follow-up strategy.
Pitching a daily outlet with breaking news on Monday and following up Friday? You're 4 news cycles too late.
Pitching a quarterly and following up in 48 hours? Congrats, you're that annoying PR person they complain about. 🧵
Pitching a daily outlet with breaking news on Monday and following up Friday? You're 4 news cycles too late.
Pitching a quarterly and following up in 48 hours? Congrats, you're that annoying PR person they complain about. 🧵
November 16, 2025 at 8:00 AM
Publication cycle should dictate your follow-up strategy.
Pitching a daily outlet with breaking news on Monday and following up Friday? You're 4 news cycles too late.
Pitching a quarterly and following up in 48 hours? Congrats, you're that annoying PR person they complain about. 🧵
Pitching a daily outlet with breaking news on Monday and following up Friday? You're 4 news cycles too late.
Pitching a quarterly and following up in 48 hours? Congrats, you're that annoying PR person they complain about. 🧵
PR's new superpower:
We don't just influence what people read today.
We influence what AI tells them tomorrow:
Every media mention becomes training data for how AI sees your brand.
And third-party credibility is the strongest signal for AI visibility. 🧵
We don't just influence what people read today.
We influence what AI tells them tomorrow:
Every media mention becomes training data for how AI sees your brand.
And third-party credibility is the strongest signal for AI visibility. 🧵
November 15, 2025 at 6:00 AM
PR's new superpower:
We don't just influence what people read today.
We influence what AI tells them tomorrow:
Every media mention becomes training data for how AI sees your brand.
And third-party credibility is the strongest signal for AI visibility. 🧵
We don't just influence what people read today.
We influence what AI tells them tomorrow:
Every media mention becomes training data for how AI sees your brand.
And third-party credibility is the strongest signal for AI visibility. 🧵
"We fired PR and gave it to marketing"
That’s the corporate equivalent of:
"We fired our architect and gave the blueprints to the contractor."
Sure, they both work on buildings.
But they are definitely not the same.
That’s the corporate equivalent of:
"We fired our architect and gave the blueprints to the contractor."
Sure, they both work on buildings.
But they are definitely not the same.
November 14, 2025 at 5:45 PM
"We fired PR and gave it to marketing"
That’s the corporate equivalent of:
"We fired our architect and gave the blueprints to the contractor."
Sure, they both work on buildings.
But they are definitely not the same.
That’s the corporate equivalent of:
"We fired our architect and gave the blueprints to the contractor."
Sure, they both work on buildings.
But they are definitely not the same.
Your next funding pitch should read like a profile piece that happens to mention funding.
Not a funding announcement that mentions a person.
The difference? One gets coverage. One gets ignored.
Not a funding announcement that mentions a person.
The difference? One gets coverage. One gets ignored.
November 14, 2025 at 2:15 PM
Your next funding pitch should read like a profile piece that happens to mention funding.
Not a funding announcement that mentions a person.
The difference? One gets coverage. One gets ignored.
Not a funding announcement that mentions a person.
The difference? One gets coverage. One gets ignored.
You have a biometric authentication announcement.
Bad PR: pitch Dark Reading, done.
Good PR: pitch "stopping fraud" angle to security trades
"streamlining employee onboarding" angle to HR pubs
"protecting banking customers" angle to finance media
"fighting deepfakes" angle to pop culture tech. 🧵
Bad PR: pitch Dark Reading, done.
Good PR: pitch "stopping fraud" angle to security trades
"streamlining employee onboarding" angle to HR pubs
"protecting banking customers" angle to finance media
"fighting deepfakes" angle to pop culture tech. 🧵
November 13, 2025 at 5:45 PM
You have a biometric authentication announcement.
Bad PR: pitch Dark Reading, done.
Good PR: pitch "stopping fraud" angle to security trades
"streamlining employee onboarding" angle to HR pubs
"protecting banking customers" angle to finance media
"fighting deepfakes" angle to pop culture tech. 🧵
Bad PR: pitch Dark Reading, done.
Good PR: pitch "stopping fraud" angle to security trades
"streamlining employee onboarding" angle to HR pubs
"protecting banking customers" angle to finance media
"fighting deepfakes" angle to pop culture tech. 🧵
25% of brands have ZERO mentions in AI search results.
They might as well not exist when prospects search for solutions.
Still think earned media is optional?
They might as well not exist when prospects search for solutions.
Still think earned media is optional?
November 13, 2025 at 2:15 PM
25% of brands have ZERO mentions in AI search results.
They might as well not exist when prospects search for solutions.
Still think earned media is optional?
They might as well not exist when prospects search for solutions.
Still think earned media is optional?
New client onboarding question:
"When someone asks AI about your industry in 5 years, what do you want it to say?"
Everything we do now is about controlling that answer.
"When someone asks AI about your industry in 5 years, what do you want it to say?"
Everything we do now is about controlling that answer.
November 12, 2025 at 5:45 PM
New client onboarding question:
"When someone asks AI about your industry in 5 years, what do you want it to say?"
Everything we do now is about controlling that answer.
"When someone asks AI about your industry in 5 years, what do you want it to say?"
Everything we do now is about controlling that answer.
Real PR isn't glamorous.
Real PR is obsessing over every word in pitches that might never get opened.
It's managing crises at 10pm on Friday nights.
It’s balancing clients who expect miracles with journalists who just want compelling stories. 🧵
Real PR is obsessing over every word in pitches that might never get opened.
It's managing crises at 10pm on Friday nights.
It’s balancing clients who expect miracles with journalists who just want compelling stories. 🧵
November 12, 2025 at 2:15 PM
Real PR isn't glamorous.
Real PR is obsessing over every word in pitches that might never get opened.
It's managing crises at 10pm on Friday nights.
It’s balancing clients who expect miracles with journalists who just want compelling stories. 🧵
Real PR is obsessing over every word in pitches that might never get opened.
It's managing crises at 10pm on Friday nights.
It’s balancing clients who expect miracles with journalists who just want compelling stories. 🧵
PR strategy naturally aligns with what AI engines value:
- Third-party validation
- Multi-sourced credibility
- Independent verification
This is PR's moment.
- Third-party validation
- Multi-sourced credibility
- Independent verification
This is PR's moment.
November 11, 2025 at 5:45 PM
PR strategy naturally aligns with what AI engines value:
- Third-party validation
- Multi-sourced credibility
- Independent verification
This is PR's moment.
- Third-party validation
- Multi-sourced credibility
- Independent verification
This is PR's moment.
The best clients don't want cheerleaders.
They want advisors who will tell them when their "groundbreaking announcement" is actually just noise.
That's the difference between PR and posting something online.
They want advisors who will tell them when their "groundbreaking announcement" is actually just noise.
That's the difference between PR and posting something online.
November 11, 2025 at 2:15 PM
The best clients don't want cheerleaders.
They want advisors who will tell them when their "groundbreaking announcement" is actually just noise.
That's the difference between PR and posting something online.
They want advisors who will tell them when their "groundbreaking announcement" is actually just noise.
That's the difference between PR and posting something online.
"Company X raises $8M" → buried on page 47
"New Therapy App That Translates its Psychiatrist Co-Founder's Experience into AI Raises $8M In Last Funding Round" → three reporters asking for exclusives within hours
Same company. Same round. Different story. 🧵
"New Therapy App That Translates its Psychiatrist Co-Founder's Experience into AI Raises $8M In Last Funding Round" → three reporters asking for exclusives within hours
Same company. Same round. Different story. 🧵
November 10, 2025 at 5:45 PM
"Company X raises $8M" → buried on page 47
"New Therapy App That Translates its Psychiatrist Co-Founder's Experience into AI Raises $8M In Last Funding Round" → three reporters asking for exclusives within hours
Same company. Same round. Different story. 🧵
"New Therapy App That Translates its Psychiatrist Co-Founder's Experience into AI Raises $8M In Last Funding Round" → three reporters asking for exclusives within hours
Same company. Same round. Different story. 🧵
The graceful exit is the most underrated follow-up technique.
"I know you're slammed. Here's one last angle that might work for the future. If not, no worries, I'll keep you posted on other relevant stories."
You'd be shocked how many journalists respond to THIS one.
"I know you're slammed. Here's one last angle that might work for the future. If not, no worries, I'll keep you posted on other relevant stories."
You'd be shocked how many journalists respond to THIS one.
November 10, 2025 at 2:15 PM
The graceful exit is the most underrated follow-up technique.
"I know you're slammed. Here's one last angle that might work for the future. If not, no worries, I'll keep you posted on other relevant stories."
You'd be shocked how many journalists respond to THIS one.
"I know you're slammed. Here's one last angle that might work for the future. If not, no worries, I'll keep you posted on other relevant stories."
You'd be shocked how many journalists respond to THIS one.