Education

At Female Founder Collective’s 10th House, we believe every entrepreneur deserves to have their story told. In our latest virtual workshop, “How to Get Press (Without a Publicist)”, we brought together over 200 early-stage female founders hungry to learn the insider secrets of media coverage.

In a world where PR agencies charge thousands of dollars and journalists receive over 100 pitches daily, knowing how to cut through the noise with authentic storytelling is essential.

Leveling the PR Playing Field with Karin Eldor​​

In an inspiring and tactical workshop, Karin Eldor (Senior Contributor at Forbes.com and creator of the Substack Lunch at Barney's) shared her invaluable perspective from both sides of the media equation. Known as "The Lois Lane of Forbes," Karin has profiled everyone from Hailey Bieber to Aurora James, but her true passion lies in proving that you don't need celebrity status or a massive PR budget to land high-impact coverage.

Her core message resonated deeply: "It takes one yes." One compelling story, told authentically and pitched strategically, can create the momentum that transforms everything for your business.

The Strategies That Actually Work (According to Someone Who Gets 100+ Pitches Daily)

Here's what Karin revealed about getting press coverage that matters:

• Start with your story, not your product. The most memorable features don't focus on what you're selling—they dive into the human journey behind your mission. When Karin wrote about Sunday Forever, she didn't highlight robes and candles; she explored the founder's burnout and mission to make "every day feel like a Sunday." That emotional connection turned it into a Forbes Editor's Pick that people still reference years later.
  
  
• Your "why" is literally your hook—and it's right there in the word. Every successful pitch needs a compelling reason for existing. Ask yourself: What problem sparked your start? What deeper message drives your brand? What lights you up? Forbes stories should make readers "richer or smarter" (ideally both), so your mission needs to teach or inspire others.
  
  
• Quality relationships beat mass outreach every single time. Instead of sending templated pitches to hundreds of journalists, research 3-5 who genuinely align with your story. Follow their work, engage thoughtfully with their content, and "flirt a bit" by resharing articles that resonate. When you pitch, they'll already recognize your name in their inbox.
  
  
• The best pitches feel human. Karin can instantly spot spray-and-pray emails, and they get ignored. Personalize every message by referencing the journalist's recent work, understanding their beat, and ensuring your story aligns with what they typically cover.
  
  
• You don't need "news" to be newsworthy. Some of the most compelling stories aren't tied to product launches at all. You're press-worthy if you turned down VC funding to stay bootstrapped, built your business around unconventional practices (like no meetings before 11 AM), or have lessons from failure that could inspire others. Editors love stories that challenge norms and spark conversations.
  
  
• Collaboration can be your secret PR weapon. Strategic partnerships with aligned brands can put you on journalists' radars organically. Karin's story about Peel (the Miami-based brand turning "ugly" bananas into ice cream) came about because of authentic collaborations with Crown Affair and other local female founders. Cross-pollinating audiences through meaningful partnerships creates natural media moments.

If you’re a 10th House member, click here to watch the replay.

If you’re not a 10th House member, click here to apply today. Now is the time to invest in you, invest in your business and get maximum results with an exclusive community by your side. We want YOU to join in on the fun and get all the vetted resources, events, workshops, connections, and advice that you need to be successful.

Your Invite to 10th House: A Community that Fuels Your Journey

At Female Founder Collective’s 10th House, we exist to democratize access to the strategies, insights, and connections that have traditionally been locked behind closed doors. Our community fosters authentic connections, celebrates victories, and shares honest advice, creating a space where founders can grow together.

As a member of The 10th House, here’s what you can unlock:

• Direct access to industry leaders who meet you where you are and give candid, real-world advice.
• Supportive workshops, resources, and frameworks you can apply the same day.
• Opportunities to connect with founders who celebrate your wins and help you through setbacks—with zero judgment, just true understanding.
• Front-row seat to future events like our intimate fireside chats, founder cohorts, and exclusive pitch demos.

Apply now below to join our vibrant community and unlock the resources, insights, and connections you need to scale your entrepreneurial journey. Let’s build the future, side by side 💌

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Become a part of a community of like-minded female founders. Inside The 10th House, you’ll find fellow founders, investors, and above all, a community.