Introduction
Jen Hartmann’s story is anything but conventional. From her days as a nationally ranked BMX racer to leading NEAT, a boutique PR agency that works with ambitious startups and Fortune 500 giants, her journey is packed with lessons on taking risks, embracing quick pivots, and building an unshakable business.
In this episode of The Disruptor, Jen shares her path from corporate burnout to becoming a CEO who’s redefining PR. She dives into what’s working in the PR industry today, how to build businesses that can scale (and sell), and why being direct and adaptable is the secret to success.
If you’ve been curious about how to make PR work for your business or you want to learn what it takes to build something truly sustainable, keep reading.
1. From BMX Racing to CEO: A Risk-Taker at Heart
Jen’s childhood story is unlike most. While many kids stuck to “safe” hobbies, Jen competed as a nationally ranked BMX racer. Every race carried the possibility of a win—or a wipeout.
That early exposure to risk taught her something critical: “What’s the worst that can happen?”
That mentality shaped her career:
- She transitioned out of corporate marketing after facing workplace harassment.
- She took the leap into entrepreneurship with zero guarantees.
- She navigated her way from scrappy solo business owner to CEO of a thriving agency.
Lesson for Entrepreneurs:
If you want to grow, you have to get comfortable with risk. Whether you’re launching something new, hiring your first team member, or pivoting your business, success comes from action—not hesitation.
2. PR That Works: Beyond the Press Release
In today’s fast-moving media landscape, traditional PR approaches are losing ground. Jen emphasized one key shift: newsjacking is the future of PR.
Instead of relying on stale press releases, NEAT helps brands position themselves as thought leaders in real-time conversations happening in the news.
What is newsjacking?
It’s taking a breaking story or trend and connecting it to your brand’s expertise. Journalists are constantly looking for timely voices—and NEAT is making sure their clients are ready to show up.
Why it works:
- It builds credibility quickly.
- It gets clients featured in major outlets like Forbes and USA Today.
- It positions brands as experts when it matters most.
Pro Tip from Jen: Every business owner should ask: What conversation is my brand uniquely positioned to contribute to?
3. Quick Pivots: The Secret to Jen’s Success
One of the standout moments in Jen’s career was watching her ability to pivot without ego. She shared a story about launching a service that didn’t sell—and then immediately shutting it down and launching something new.
Here’s what made that possible:
- She wasn’t emotionally attached to any single idea.
- She let her customers guide her decisions.
- She made decisions quickly, knowing that inaction is the fastest way to kill a business.
For You: If something isn’t working, don’t double down. Listen to your audience, make the pivot, and keep moving forward. Most people won’t notice the “failure” anyway—everyone’s too busy worrying about their own stuff.
4. PR for Small Business Owners: Is It Worth It?
PR often feels intimidating for small businesses, but Jen broke it down simply:
“PR is beneficial for everyone—but only if it makes sense for your audience.”
Here’s what small business owners need to know:
- Visibility isn’t always impact. Landing a spot in Forbes feels good, but it might not drive sales if your audience isn’t reading it.
- Local is powerful. A mention in a local outlet or a partnership with a micro-influencer can deliver far more ROI than a big-name feature.
- Podcasts and collaborations matter. Guesting on industry podcasts or partnering with adjacent businesses is a powerful, low-cost PR strategy.
Key Question: Where are your customers looking for you? Build your PR strategy around that.
5. Building to Sell: Jen’s Future-Forward Approach
Unlike many online business owners, Jen isn’t just building for today—she’s building to sell. She shared her vision of NEAT becoming a portfolio of businesses, from PR and creative agencies to event spaces and tech platforms.
Her recent acquisition of a photography studio in Louisville highlights her strategy:
- Look for businesses that complement what you already do.
- Start small—micro businesses can be the perfect first buy.
- Build systems that allow the business to run without you.
Why It Matters:
Even if you don’t plan to sell, building with an “exit-ready” mindset forces you to create a more organized, sustainable, and valuable business.
6. The Future of PR: It’s Personal, Local, and Real
Jen predicts a massive shift in the PR and influencer space:
- The death of the mega-influencer: Consumers are tired of being sold to by celebrities and big-name influencers.
- The rise of micro-influencers: Local, relatable “influencers next door” are driving word-of-mouth marketing that feels natural and authentic.
For small business owners, this is a huge opportunity:
- Partner with people who already influence your community (think PTO moms, local fitness instructors, or neighborhood connectors).
- Create campaigns that focus on genuine relationships over flashy sponsorships.
As Jen said, “Word of mouth is stronger than ever—it’s just happening on Instagram now.”
7. Books Jen Recommends
Jen’s love for reading is part of what keeps her sharp. She shared some of her favorite books that every entrepreneur should check out:
- Word Slut – A feminist guide to reclaiming language.
- Tits Up – A fascinating look at the business of boobs in fashion and media.
- No One Cares About Your Career – Real talk on navigating your professional life.
- I Will Teach You to Be Rich – A practical guide to managing your personal finances.
Pro Tip: If you’re feeling stuck, start with one of these reads. Sometimes the best insights come from taking a step outside your business and learning something new.
8. Final Takeaways: Jen’s Biggest Advice for Entrepreneurs
Jen Hartmann is proof that building a powerful, sustainable business is possible when you:
- Take risks and act quickly.
- Focus on what your audience truly wants.
- Build systems that allow you to grow—and eventually sell.
- Show up authentically and transparently, both online and offline.
Whether you’re exploring PR for the first time or considering your next big business move, Jen’s advice is simple: “Make decisions. Take action. Learn as you go.”
Conclusion
Jen Hartmann’s journey is an inspiring reminder that success isn’t about having all the answers—it’s about being willing to take action, pivot when needed, and build something that lasts.
If you’re looking for practical PR advice, a push to take risks, or simply inspiration to think bigger, Jen’s story delivers.
Ready to step up your PR game or create a brand that stands the test of time? Take a page from Jen’s playbook and make the bold moves that your business deserves.
Follow Jen and NEAT here:
- Website: NEAT The Agency
- Instagram: @neat_theagency
- LinkedIn: Jen Hartmann
