AI Is Deciding Which Startups Get Found. Here's How PR Helps You Win - With Annie Scranton and Rose Levy of Pace PR

AI Is Deciding Which Startups Get Found. Here's How PR Helps You Win - With Annie Scranton and Rose Levy of Pace PR

Author: Lighter Capital - We Help Startups Grow September 14, 2026 Duration: 51:18

Your next customer probably won't Google you. They'll ask ChatGPT, Gemini, or Claude, and if the models can't find you, you aren't in the conversation.

Melissa Widner sits down with Annie Scranton and Rose Levy of ⁠Pace PR⁠ to unpack why more startups are turning to PR, and how a good firm can support you. That support has always come down to one core thing: earning you the third-party credibility you can't manufacture yourself. What's new is where it pays off. The trade coverage, founder thought leadership, and press an agency lands are exactly the sources AI engines pull from, so the same work that builds trust is now what gets you surfaced when a buyer asks ChatGPT, Gemini, or Claude for a recommendation.


Key Highlights:

  • Why a startup should consider a PR firm, and how to know when you're truly ready versus just early
  • How a PR firm helps you rank on AI engines, and why trade publications are wildly underrated (and exactly what the LLMs pull from)
  • Why a founder's personal brand now beats the company account, and why the humble press release is more powerful than it's been in years
  • What it costs, and how to spot the red flags that mean an agency is about to waste your money


If you're a founder who's considering PR and how to stay visible in a world where fewer people ever reach your website, you'll want to tune in to this episode.


For founders who've chosen to build their B2B software companies without giving up the reins, Bootstrapped : The Lighter Side offers a necessary conversation. This isn't about chasing venture capital at all costs; it's a practical dialogue focused on sustainable growth and creative problem-solving. You'll hear specific tactics for extending your runway, refining your sales process, and navigating the unique challenges of scaling a product-led business entirely on your own terms. Each episode digs into the real mechanics of founder-led growth, from managing cash flow in uncertain times to exploring alternative funding avenues that don't require sacrificing equity. The podcast regularly features founders who have walked this path successfully, sharing their unvarnished stories and hard-won lessons. It’s a resource for those moments when you need a blend of strategic advice and genuine camaraderie, reminding you that building a substantial, independent company is not just a dream but a viable, deliberate path. Tune in for honest discussions that cut through the noise of the startup world, brought to you by Lighter Capital, a team dedicated to helping startups grow.
Author: Language: English Episodes: 40

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