S02 Ep 14: More Than PR – How Founders Can Raise Their Profile with Carol Driver What does it really take to harness the power of PR and become the go-to expert in your field? Enfys Maloney welcomes PR consultant and journalist Carol Driver to share how founders and entrepreneurs can be seen as industry leaders through strategic press coverage. With nearly 30 years’ editorial experience, Carol Driver reveals what makes a story newsworthy and why most founders underestimate their own story potential. Discover the hidden benefits of PR beyond mentions and media, from book deals and TV appearances, to the mindset shift that happens when people want to hear from you. Candid, practical advice on handling negative press, the realities of “being visible,” and why brand alignment is crucial for every PR opportunity. Key Topics Covered: 00:00 Introduction 01:42 Carol Driver's background in journalism and PR 03:05 What makes a story newsworthy in today's attention economy 05:45 Founders' doubts about being worthy of press coverage 07:08 Leveraging trends and timing for news stories 09:19 The journalist-expert dynamic in PR 12:24 Tangible outcomes: agents, book deals, TV, and product launches 21:39 The essential role of a digital footprint in credibility 22:14 Maintaining brand alignment and trusting your instincts 23:32 The importance of fact-checking and reputation in PR relationships 29:01 The risks of scattergun pitching and blacklisting 29:26 Helping entrepreneurs craft their unique PR strategy About Carol Driver: Carol Driver is a well-respected journalist and PR expert. Having worked as a journalist for 25 years – including as Femail Editor at the fast-paced MailOnline. Having worked as a journalist and an editor for nearly 30 years’, Carol knows what makes a good story. And running a results-driven PR business for the past eight years, she uses her journalistic skills to craft story ideas editors can’t say no to. She has a proven track record of securing consistent high-profile coverage – including in Forbes, The Times, The Telegraph, Daily Mail, MailOnline, The Sun, Sun Online, Mirror, Mirror Online, Glamour, Stylist, Metro, Good Housekeeping, Platinum, Woman & Home, Woman’s Own as well as radio and TV, including This Morning. Connect with Carol: Instagram: https://www.instagram.com/carol_driver_/ LinkedIn: https://www.linkedin.com/in/caroldriver/ Facebook group: https://www.facebook.com/groups/howtomaketheheadlineswithcaroldriver About Enfys Maloney: Enfys Maloney is a sales expert, speaker, event host and multi-award-winning entrepreneur who helps ambitious service-based business owners sell with confidence and generate dependable revenue. After losing her travel company during the 2020 pandemic, Enfys rebuilt her career around a simple belief: sales should feel human, strategic and empowering, not pushy or uncomfortable. She now mentors entrepreneurs across the UK and beyond to turn opportunities into real sales, build stronger visibility and create profitable businesses that truly work. Connect with Enfys: Website: https://www.salestrainingwithenfys.co.uk/ Instagram: https://www.instagram.com/enfys_maloney_official/ LinkedIn: https://www.linkedin.com/in/withenfys/ Facebook: https://www.facebook.com/salestrainingwithenfys/ YouTube: https://www.youtube.com/@more-than-sales Produced by Winter Audio. More Than Sales Resources: My all new private members club is an application-only space exclusively for business leaders. This is growing fast and we’re welcoming business movers and shakers of all kinds weekly. If you’re operating at a high level and your aim is to expand your circle, expand your impact and expand your revenue we’d love to invite you to apply. https://www.salestrainingwithenfys.co.uk/the-club Make sure you follow and subscribe for the next episode of More Than Sales!