PR LIKE A BOSS!

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Hayley Dawes, founder of Dreem Distillery, the award-winning luxury sleep and wellness brand using CBD, plant actives and nervous system science to help people genuinely rest — for a candid and beautifully honest conversation about what it takes to build press presence in one of the most crowded corners of the wellness market.Hayley's journey to founding Dreem Distillery began with a decade of her own insomnia, at a time when sleep struggles and mental health simply were not part of the wellness conversation. When she discovered a combination of broad-spectrum CBD and plant actives that transformed her sleep, she recognised something the beauty and wellness industry had missed entirely: a solution rooted not just in science, but in the kind of emotional storytelling that makes people feel understood rather than sold to. That insight became the foundation of everything Dreem does, in its products, its branding and its PR.In this episode you'll discover: why Dreem Distillery treats sleep as a full-day nervous system story rather than a bedtime product and how that positioning opened doors with press that a simpler brand narrative never could, how Hayley's most powerful media moment came entirely unplanned when Trinny Woodall unpacked Dreem products to her audience on Instagram and YouTube, proving that authentic advocacy from one trusted voice outperforms any paid campaign, why founder-led content consistently outperforms polished brand content and how to show up as the face of your brand even when it feels deeply uncomfortable, the difference between resonance and reach and why chasing the wrong one is the most common and most costly PR mistake wellness founders make, and how Dreem built credibility in a sceptical market by leading with science, proof and genuine emotional connection rather than trend-chasing or influencer noise.This is an episode for every wellness founder who has ever wondered whether their story is interesting enough to pitch, because Hayley's answer, delivered with warmth, honesty and zero founder polish, is a resounding yes.Want to build a PR pitch as authentic and compelling as Dreem Distillery's brand story? Download Patz's Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you lead with your real story and land the press coverage your brand deserves. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Nadia Hussain, founder of Hair Loving, the hair health brand now stocked on QVC, Debenhams and Amazon, and featured in Forbes and Health & Wellbeing magazine for one of the most moving and instructive founder PR stories the show has ever told.Nadia's journey to building Hair Loving began not in a boardroom or a beauty lab, but in the most unexpected and difficult of places. At 19, while also managing a diagnosis of Thalassemia that required monthly blood transfusions, she experienced early menopause and with it, devastating hair loss that she had no roadmap to navigate. Years later, working as a hair and makeup artist and hearing client after client whisper about the same experience, she realised her story was not hers alone. Hair Loving was born from that recognition, rooted in her mother's hair oil remedies, backed by science, and built for every woman the beauty industry had left out.In this episode you'll discover: how Nadia built her brand's media presence brick by brick, from early Instagram to Forbes features, TikTok creators and sell-out QVC appearances, without a single big-break moment, why vulnerability is the most powerful and most underused PR tool available to any founder, how Hair Loving's community of real women with postpartum hair loss, PCOS, cancer treatment regrowth and hormonal shifts became the brand's most compelling press story, why showing up consistently, even on the days it feels impossible, is the PR strategy that compounds over time, and how reaching out personally to reviewers on Trustpilot and Amazon turned customers into lifelong brand advocates.This is an episode about what happens when a founder stops hiding their most painful chapter and starts leading with it and how that single shift in perspective can turn a personal story into a brand that thousands of women feel seen by.Want to find the PR story hiding inside your own founder journey? Download Patz's Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you shape your story into a pitch journalists actually want to read. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Joely Sanderson, former beauty director at ELLE and Grazia, journalist turned wellness brand co-founder, and the woman on a mission to make talking about your bowel health as normal as talking about your skincare routine, to explore what happens when you build a PR strategy around a topic the world has been conditioned to find shameful.Joely co-founded WE ARE. REGULAR with her best friend Holly Victoria Brooke after years of dealing with bloating, constipation and the very specific frustration of a wellness industry that was happy to discuss every aspect of women's health except the one that affects almost all of us every single day. Their answer was a bold, berry-flavoured, brilliantly branded gut health supplement and a communications strategy built entirely on honesty, humour and zero apology.In this episode you'll discover: how Joely used her decade of beauty journalism experience to build a PR narrative that journalists actually want to write about, why shame is the single biggest barrier between a great wellness brand and great press coverage and how to dismantle it, what it takes to transition from shaping brand stories as a journalist to living inside one as a founder, how WE ARE. REGULAR built a community of loyal customers by simply refusing to whisper about something every woman experiences, and why the most powerful PR tool available to any wellness brand is radical, unapologetic honesty about what the product actually does.If you have a wellness, health or supplement brand that you're struggling to pitch because the topic feels too sensitive, too niche or too unsexy for mainstream press — this episode is your permission slip to stop hiding and start talking.Want to pitch your brand story with the same confidence Joely brings to gut health? Download Patz's free Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you turn even the most awkward brand story into a compelling press pitch. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Tracey Woodward, one of the most respected names in the British beauty industry, former CEO of Aromatherapy Associates and a leader who has built, grown and championed some of the most beloved wellness and beauty brands in the world for a conversation about what it truly takes to build a beauty career and a brand that lasts.Tracey's story is remarkable. With just two years of formal schooling behind her, she started on beauty counters and worked her way to the C-suite through instinct, emotional intelligence and an unwavering belief that connection, not content, is the real currency of the beauty industry. Along the way she worked with icons including Charlotte Tilbury, Liz Earle, Estée Lauder, Caroline Hirons, Aveda and Space NK, accumulating a masterclass in what makes a beauty brand genuinely resonate with people.In this episode you'll discover: why brands that chase virality are losing the very customers they need most, how Tracey spots a brand with true "it factor" and the signs that tell her a brand has lost its way, what authentic PR and storytelling looks like when a brand is truly led from the inside out, why failure is not something to fear but something to run toward and how that mindset shapes every great beauty business, and the honest truth about performative wellness and what it is costing brands in credibility and long-term press relationships.This is one of those rare episodes that makes you want to stop, rethink your entire brand strategy and start again with more intention, more honesty and a lot less noise.Want to build a PR strategy rooted in authenticity rather than algorithms? Download Patz's Plug-and-Play PR Pitch Templates — the subject lines, prompts and frameworks that help you tell your real brand story to the press, confidently and effectively. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Nicola de Burlet, luxury brand consultant, founder of The PR Studio and a woman who learned the art of brand guardianship at Chanel HQ in Paris to unpack what luxury PR really looks like in 2025, and why the brands that whisper always outlast the brands that shout.With over 25 years of experience spanning the dot-com boom, the rise of digital media and the current era of influencer noise, Nicola has seen every shift in the PR landscape and she knows exactly what separates brands with lasting press presence from those chasing fleeting viral moments. Her answer? Strategy, storytelling and the quiet confidence to lead trends rather than follow them.In this episode you'll discover: what luxury PR actually means in the modern media landscape and why it has nothing to do with price tags and everything to do with feeling, how heritage brands can stay relevant without sacrificing the mystique that makes them desirable, why relationships still rule in PR regardless of how much the industry has changed, the one thing Nicola looks for in a brand story before she'll take it to press and the red flag that tells her a brand isn't ready, and why if your brand keeps having to tell people it's premium, it probably isn't.Whether you're building a luxury brand, a premium wellness product or any business where perception is everything, this episode is a sharp and elegant reminder that the best PR strategy has always been the same: be genuinely interesting, be consistently excellent, and never mistake volume for value.Want to craft a pitch that feels as polished as the brands Nicola works with? Download Patz's Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you approach journalists with confidence and class. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Holly Victoria Brooke, co-founder of WE ARE REGULAR, the boldly branded gut health supplement that has made constipation, bloating and bowel health not just acceptable to talk about, but actually fun to find out how you build a PR strategy around a topic most people won't even whisper about.Before launching WE ARE. REGULAR, Holly spent years working alongside some of the biggest names in beauty PR including Caroline Hirons, Gleam and Roxy Jacenko's Ministry of Talent. She knows exactly how the industry works. And yet when it came to her own brand, she threw out the rulebook and built something that leads with personality, honesty and a very healthy sense of humour.In this episode you'll discover: how Holly and co-founder Joely Sanderson turned a deeply personal health struggle into a brand with a passionate, loyal community, the single Daily Mail feature that sent sales through the roof and what made that piece of press so powerful, why founder-led storytelling is the most underused PR tool for wellness and supplement brands, what Holly learned from five years as Commercial Director at Caroline Hirons' Skin Rocks about building brands that people genuinely trust, and how to know when to step back as a founder and let your community become your most powerful PR asset.If you're building a wellness brand, a supplement brand, or any business in a category that feels too niche, too awkward or too unsexy to pitch to the press this episode will completely change your perspective on what makes a great PR story.Ready to start pitching your own brand story to journalists? Download Patz's Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you land press coverage even when your topic feels difficult to pitch. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Jane Cunningham, the iconic voice behind British Beauty Blogger, one of the UK's most respected and longest-running beauty media platforms for a frank, funny and genuinely important conversation about what is going wrong in beauty PR right now.It starts with a story. Jane attended a major beauty brand launch, a sleek London venue, beautiful lighting, 13 floors up and left after ten minutes. Why? Because not a single person said hello. No greeting, no coat taken, no coffee offered. Just a room full of PR professionals staring at their phones while journalists stood invisible in the middle of it.Her Substack post about the experience went viral in the beauty community and it sparked exactly the conversation the industry needed to have.In this episode you'll learn: why the shift from PR-led to marketing-led teams is costing brands their most valuable press relationships, what journalists and beauty editors actually need when they walk into a brand event, the small human gestures that build lasting media relationships and the absence of which destroys them instantly, why newer PR teams are struggling with in-person event experience and what brands can do about it, and Jane's no-filter verdict on the state of beauty PR in 2025 and where it needs to go next.If you're planning a press event, a brand launch or any kind of media moment, this episode is essential listening and a timely reminder that no amount of beautiful lighting fixes a room where nobody feels welcome.Want to build better relationships with journalists from the very first pitch? Download Patz's free Plug-and-Play PR Pitch Templates — the subject lines, prompts and frameworks that get you noticed for all the right reasons. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS!, Patrizia Galeota sits down with Dominique Antiglio, wellness entrepreneur, sophrology expert and founder of BeSophro to explore the powerful and often overlooked connection between how you feel on the inside and how your brand shows up in the press.Dominique is the leading voice bringing sophrology to the English-speaking world. Her client list includes Amazon, Bloomberg, the UK Government, the World Economic Forum and Silicon Valley founders and her bestselling book The Life-Changing Power of Sophrology has introduced thousands of people to this science-backed mind-body practice that blends breathing, gentle movement and visualisation to calm the nervous system and sharpen focus.In this episode you'll discover: what Sophrology actually is and why it works when traditional meditation doesn't, how founders and brand experts can use breathwork to manage the pressure of pitching, public speaking and showing up consistently for their brand, why burnout is one of the biggest hidden threats to a founder's PR presence and visibility, how Dominique used storytelling and strategic positioning to build an internationally recognised wellness brand, and her practical tools for staying calm, confident and clear-headed, even when the inbox is overwhelming and the trolls are loud.If you've ever frozen before a podcast interview, stumbled through a journalist pitch or let imposter syndrome keep you out of the press, this episode will change how you think about confidence as a PR tool.Want to pitch with more confidence right now? Download Patz's Plug-and-Play PR Pitch Templates — proven prompts, subject lines and frameworks to help you land better press in less time, even if PR feels completely out of your comfort zone. Grab them at lp.patriziagaleota.com/ltpp

In this episode of PR LIKE A BOSS! Patrizia Galeota sits down with Karen Betts, the pioneering force behind HD Brows, Nouveau Lashes and Karen Betts Professional to explore how one woman built a billion-pound beauty industry from the ground up, and the PR moments that made it happen.Karen started tattooing brows in the 1990s at a time when permanent makeup was misunderstood and underestimated. What followed was a masterclass in founder-led PR: using TV appearances, celebrity endorsements and authentic storytelling to shift public perception and turn a niche treatment into a mainstream beauty must-have.In this episode you'll discover: how a single documentary appearance on Katie Piper's My Beautiful Face transformed Karen's business overnight and put permanent makeup on the national map, why celebrity PR moments only work when the product genuinely delivers, how TV shows like Extreme Makeover and 10 Years Younger created a category-defining reputation for life-changing permanent beauty treatments, and the behind-the-scenes stories of working with Katie Price, Amy Childs and Michelle Keegan that kept Karen's brands in the press for years.This is a must-listen for any beauty brand founder who wants to understand how PR snowballs, how one well-placed story, one real celebrity fan, one honest documentary moment can build years of credibility and press coverage without a big agency budget.Want to start getting your brand in front of journalists? Download Patz's Plug-and-Play PR Pitch Templates — subject lines, prompts and frameworks that help you land press coverage in less time, even if you've never pitched before. Grab them at lp.patriziagaleota.com/ltpp