Ignite PR: How Founders Actually Earn Media Attention in the AI Era with Matt Stewart | Ep222

What if the real job of PR isn’t getting attention, but protecting it?

In this episode of Ignite, Brian sits down with Matt Stewart, a longtime communications leader who has spent 15+ years helping frontier tech companies, from climate to AI to biotech, tell stories people actually care about. Matt’s path runs from editing a college gossip tabloid to the Peace Corps to advising founders, VCs, and CEOs on how to be interesting without sounding fake. Along the way, he’s learned a simple but uncomfortable truth. Most companies don’t fail at PR because they lack news. They fail because they’re afraid to say what they really think.

The conversation digs into why jargon kills curiosity, why thought leadership without real thoughts is just noise, and how founders can earn media attention long before they can afford a PR firm. Matt shares sharp takes on working with reporters, creating moments instead of waiting for them, the rise of B2B influencers, and how AI is quietly flattening everyone’s voice. There are stories about Slack-splaining, media stunts that worked (and didn’t), crisis responses gone wrong, and why sometimes the most memorable thing a founder does has nothing to do with a quote.

If you’re a founder, operator, or investor trying to stand out in a crowded, algorithm-driven world, this episode is a reminder that clarity beats cleverness, being human beats being polished, and you cannot have thought leadership without actual thoughts.

In Today's Episode We Discuss:

00:01 – Matt Stewart’s origin story, from college tabloids to tech PR

02:20 – Why storytelling works better than credentials

04:45 – Attention economics, phones, kids, and the cost of scrolling

07:30 – What Method Communications actually does and why PR is hard

10:15 – Making news when you don’t have news

12:40 – Slack-splaining, surveys, and why naming things matters

15:05 – Why founders are afraid to be interesting

18:10 – Thought leadership starts with real opinions

21:20 – When startups should (and shouldn’t) hire a PR firm

24:00 – What founders can do before they’re ready for PR

27:15 – How PR engagements actually work week to week

31:05 – How AI is changing PR, for better and worse

34:20 – Writing, thinking, and why AI flattens voice

37:05 – What Matt is hopeful about with AI and society

40:10 – The underrated role of decency and human behavior

44:00 – Final advice for founders who want attention that lasts

48:30 – Closing thoughts and wrap-up

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