PR & Brand Trust: Key Findings
What really makes people pay attention to brands today?
The answer lies in trust, not loud messaging or polished press. And for Gen Z, trust is non-negotiable.
According to Edelman’s 2023 Trust Barometer, 79% of Gen Z say they’re more likely to buy from brands they believe in. That shift is forcing a reset in how companies approach PR, away from one-off media hits and toward:
- Cultural relevance
- Consistent leadership
- Strong values
- Clear identity
- Authentic integrity
This shift means PR can’t just create noise. It has to create meaning.
For Elliot Tomaeno, founder and CEO of ASTRSK, that shift isn’t a problem; it’s an opportunity.
Since starting the agency in 2012, he’s partnered with some of the most disruptive startups in tech, health, and consumer goods.
His approach flips the script on traditional PR, treating it less like spin and more like a way to shape culture, build trust, and spark real business results.
In an exclusive interview with DesignRush, Tomaeno dug into what’s broken with old-school PR, how brands can rethink media, and what it actually takes to stand out in today’s attention economy.
Who is Elliot Tomaeno?
Elliot Tomaeno is the Founder & CEO of ASTRSK, a PR agency known for helping disruptive startups and mission-driven companies shape narratives that resonate far beyond headlines. Since founding ASTRSK in 2012, he has partnered with founders to turn their stories into cultural conversations. He’s also an angel investor, backing early-stage startups like Omsom, Sendero Nosara, and Simply Homes.
Why the Old PR Playbook Doesn’t Work Anymore
The PR model built on polished press releases and one-off feature stories is out of sync with how people actually consume information today.
Audiences are skeptical, fragmented, and quick to tune out anything that feels manufactured.
“Brands today need more than press releases and a single media hit. They need a strong strategy, a clear narrative, and campaigns that connect with culture and drive real business outcomes,” Tomaeno explains.
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He says the focus should be on long-term momentum: building narratives that earn attention and trust over time.
The 3 PR Mistakes That Hold Startups Back (and How to Avoid Them)
For early-stage companies, PR can feel like a magic switch — land one splashy article and the world will suddenly care.
But in reality, startups often sabotage their own momentum by approaching the media the wrong way.
Tomaeno points to three common mistakes:
1. Relying on one big headline
Startups often think that one major feature story will change their trajectory. The truth is, media doesn’t work that way.
Awareness is built through a steady drumbeat of coverage, commentary, and storytelling that grows credibility over time.
“Media is not a one-time event. It is a series of moments that build credibility over time. A headline can get you attention, but it’s really a strong narrative that makes people care,” he explains,” Tomaeno says.
2. Assuming journalists will write their story for them
Many founders approach PR without a clear narrative, hoping the press will piece it together for them.
This usually backfires, because reporters don’t have the time or responsibility to define a brand’s message.
“Founders need a clear point of view before they engage with journalists. We help clients shape a narrative that is sharp, unique, and easy to remember,” Tomaeno says.
3. Measuring the wrong things
Startups often obsess over vanity metrics like impressions or mentions, without asking whether PR is actually moving the business forward.
Real impact looks different: investors paying attention, customers choosing you over a competitor, or being invited into meaningful industry conversations.
“It is not only about impressions or mentions. It is about real impact. We connect PR directly to business goals so brands can see exactly how it is moving the needle,” Tomaeno says.
How to Build Thought Leadership That Lasts
Landing press is valuable, but visibility on its own doesn’t turn a founder into a trusted voice.
Leadership is measured by the ability to show up consistently with clarity and conviction — to be the person people look to for perspective and not just name recognition.
“We work with founders to define what they stand for and how to say it clearly. Public leadership is built on consistency and relevance, not just exposure,” Tomaeno says.
This kind of leadership requires intention. It’s about choosing platforms and conversations where a founder’s perspective can add lasting value.
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Op-eds, panels, media commentary, and social conversations all become tools, but only when they reinforce a clear narrative.
“Not every story or opportunity fits every founder, and we make sure the ones we pursue are the ones that truly build credibility,” he adds.
How to Make PR Attention Last Longer
A media hit can spark attention, but momentum only comes from what happens afterward.
The most effective brands treat every story as an asset that can be repurposed and amplified — across social channels, newsletters, decks, even investor updates.
That way, coverage compounds.
A big part of that process is choosing the right voices to connect with in the first place.
Journalists, creators, analysts, and community leaders all shape perception, but not all carry equal influence.
“The key is finding the ones who can genuinely move perception,” Tomaeno explains.
When those relationships are paired with stories that actually matter, amplification becomes organic.
Advocates share them because they see value, not because they’re asked. That’s how a single feature transforms into lasting credibility.
How to Know If Your Startup Is Ready for PR
PR works best when a company has both clarity and courage.
Without a strong identity and point of view, coverage risks being shallow.
Without boldness, it risks being invisible.
“A brand is ready when it is willing to be bold and, yes, willing to piss off the right people. Playing it safe will never get you outsized attention. If you are terrified of offending anyone, PR will only keep you invisible,” Tomaeno says.
The signs of readiness are clear:
- A founder who can explain their story in one sentence and make people feel something.
- A point of view that sparks a reaction, not just polite agreement.
- Internal alignment on direction, paired with a product or mission worth talking about.
Why PR Is About Shaping Culture
Coverage may get people talking, but real PR shapes how people think.
Done well, it builds trust, moves markets, and cements a brand’s role in shaping its category. For startups especially, PR is a trajectory.
“The brands we work with are rewriting the rules in their industries, and we make sure their voices are impossible to ignore,” Tomaeno says.
Scaling Brands with PR: Founder FAQs
What’s broken about traditional PR?
The old model focused on polished press releases and splashy one-off features. Audiences today are skeptical and fragmented, so credibility comes from consistency, clear narratives, and cultural relevance.
What mistakes do startups make most often?
- Betting on one big headline to change everything.
- Expecting journalists to craft their story for them.
- Measuring PR success in vanity metrics like mentions, instead of tying it to real business outcomes.
How can founders build thought leadership?
By clearly defining what they stand for, showing up consistently in the right conversations, and choosing opportunities that reinforce their values. Leadership is built over time, not in a single article.
When is a startup ready for PR?
When it has a bold, authentic identity, and the courage to take a stand, even if it means not everyone agrees. If a founder can distill their story into one sentence that makes people feel something, that’s a strong signal they’re ready.
Why does PR matter for growth?
PR shapes perception, builds trust, and accelerates momentum. For early-stage brands, it can mean the difference between being seen as “just another startup” or becoming the company that defines the category.
