The PR Glow-Up, How Underdog Brands Get Their Editorial Moment

In a media landscape often dominated by global names and flashy campaigns, it’s easy for smaller businesses to feel overshadowed. Many underdog brands assume they’re too niche or too new to be newsworthy. But the truth is—media loves a great story, and some of the most compelling stories come from brands flying under the radar.

What these businesses may lack in size, they often make up for in authenticity, innovation, and heart. And when those qualities are framed correctly through a strategic public relations lens, they can command powerful editorial moments.

Editors Are Looking for the Real Deal

Media outlets, particularly in food, beverage, and lifestyle, are constantly seeking fresh, untold narratives. An independent restaurant sourcing ingredients from their own rooftop garden or a local distillery started by second-generation immigrants may have far more editorial appeal than a well-known chain.

These are the types of stories that resonate emotionally with readers—and editors know that. According to Wilcox, Cameron, and Reber (2014), media gatekeepers “evaluate not only the newsworthiness of a story but its resonance with the target audience” (p. 98). That’s why authenticity matters more than scale.

Leaning into Local Storytelling

One of the biggest advantages smaller brands have is their connection to community. Whether you’re a café in a gentrifying neighborhood or a boutique hotel that employs local artists, your proximity to culture, heritage, and people can become your brand’s superpower.

Hyperlocal press—think neighborhood newspapers, community blogs, and city-specific magazines—are often overlooked by new brands, yet they’re precisely where many national editors source emerging talent. They serve as a launchpad for brands to be “discovered,” offering a space to tell unfiltered, meaningful stories.

The Power of the Founder’s Voice

Another advantage underdog brands have? You.  

Founders who aren’t afraid to tell the why behind their business—especially in industries rooted in personal heritage, sustainability, or social impact—are more likely to gain attention. A heartfelt founder narrative adds depth to the product or service, giving editors more context and emotion to work with.

Handley (2019) emphasizes that “brand stories are ultimately human stories,” and the founder's voice often makes the biggest difference in establishing that emotional connection (p. 42).

Don’t Chase the Trends—Create One

It’s tempting for small brands to mimic the big players: luxury branding, influencer-heavy rollouts, or trending buzzwords. But this can backfire, making a brand seem inauthentic or forgettable.

Instead, underdog brands should double down on their originality—especially in their visual storytelling, mission, and tone of voice. Create your own lane. Editors are more likely to feature something distinct and intentional rather than a brand that tries to check every box.

The Real Glow-Up Is Strategic, Not Flashy

You don’t need celebrity endorsements, a million followers, or a massive budget to get press. What you need is a clear message, a strong sense of purpose, and a media strategy that plays to your strengths.

Remember: the best PR isn’t about noise—it’s about narrative. 

And when your story is honest, local, and emotionally resonant, that’s when the real glow-up begins.