PR Tips, Tricks, and How To Handle A Public Crisis with Caroline Voaden

About this episode

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What do Coldplay, sunscreen, and coconut yoghurt have in common?

They’ve all been at the centre of major PR disasters that eCommerce founders must learn from.

In this episode, Ryan Martin is joined by Caroline Voaden, founder of Story Copywriting & PR, a former crisis comms pro turned PR strategist helping Aussie brands get seen for the right reasons.

Whether you’re looking to land media coverage, launch a new product, or avoid your own public meltdown, this episode is packed with punchy insights and practical takeaways.

🔥 What REALLY happened behind the Ultraviolet SPF scandal (and why their bold PR play was a high-stakes gamble)

🧠 Why most eCom founders fail at PR (and how to fix it)

⏱️ The 48-hour crisis window, and why silence is brand suicide

🧲 How to pitch journalists so they actually say yes

💡 “Why You, Why Now?” the question every founder must answer before hitting send

🎯 Should you go big with a stunt, or go consistent with micro PR? Caroline’s rule of thumb.

Plus:

✅ Caroline’s proven PR framework for building trust, visibility & credibility

🛡️ How to use PR as “brand insurance” before things go wrong

📉 The mistake most brands make during a product recall (Cocobella, we’re looking at you)