PR Powerhouse Alexia de Souza, the True Founder Whisperer: Why Your Global Communication Strategy Matters More Than Ever

Meet Alexia de Souza, the Founder Whisperer. With 15 years of blending PR mastery, global branding insights, and language precision, she crafts stories that cut through the noise. From Asia to Africa to Europe, Alexia helps founders and leaders build visibility, trust, and real traction in diverse markets. As AI, decentralised teams, and new media reshape the landscape, your communication strategy has never mattered more. This is where Alexia thrives—at the intersection of message, meaning, and momentum. Ready to turn your story into your greatest asset?

With a strong background in PR (Public Relations), branding, and language coaching, how did your diverse career lead you to the world of communication consulting for entrepreneurs and scale ups?

I was raised in an entrepreneurial home - my father ran a business and growing up I saw his triumphs and challenges.  I studied Marketing and Public Relations and soon found myself working in property development and retail communication.  After a few years at a prominent TV station in South Africa as a Publicist and then Brand Executive, the call to travel the world became too strong to ignore and I packed up everything I owned and became an English teacher in Asia.

After moving to Spain, I continued to teach but focused on Business English and soon found myself in the world of entrepreneurs, startups and scale-ups whilst still doing communications consulting and product management part-time.  I was interacting with entrepreneurs, especially female founders, who were doing phenomenal work but were not speaking about it, often feeling like they had to wait for more success to profile themselves and their stories.  

That’s when I realised that my skills and experience - and intrinsic desire to help others - could be beneficial in the world of startups and scale-ups, helping founders communicate their story, vision and wins and helping them understand the power of strategic public relations.

Why do you believe a clear Go-To-Market (GTM) strategy, paired with robust global PR strategy efforts, should be a priority for leaders? What are some common challenges in this space?

Many founders understand the need for a clear GMT strategy, but often don’t understand the need for public relations.  Often marketing efforts take center stage, and PR is seen as a nice-to-have or only necessary in times of crisis.  The reality is that strategic PR efforts, done well, can make a business.

PR comes into play when shaping narratives, building credibility, and creating momentum in the market.  Whilst a strong GTM strategy defines your target audiences, competitive positioning, and key messaging, PR weaves and creates compelling stories that engage stakeholders. For many founders who are bootstrapping businesses, PR efforts can go a long way in overcoming financial constraints whilst building credibility and brand equity, boosting SEO, attracting customers and helping to draw in investors and business partners.

These are the top 5 challenges leaders and founders may face with their global PR Strategy:

1. Inconsistent messaging –

   Oftentimes companies treat PR as an afterthought rather than a strategic pillar of the GTM plan, which leads to inconsistent messaging and missed opportunities.

   
   

2. Blending in –

   We live in a time of saturated communication, where brands are vying for attention and visibility.  It is essential that companies focus on storytelling that is data-driven and resonates with key audiences to stand out from competitors.

   
   

3. Minimising reputation management –

   Long-term brand equity has to be a key pillar in the GTM, but often leaders prioritize short-term sales instead. Reputation is a powerful driver of sustainable business success.  

   
   

4. Reactive and Proactive PR - 

   One of the biggest mistakes I see is companies only focusing on public relations efforts in times of crisis. Constant, steady, clear communication lays the foundation to effectively manage crisis communication.

   
   

5. Measurability -

   PR efforts are harder to quantify, in comparison to direct-response marketing. This can be a deterrent for leaders who don’t have clear KPI’s. However, there are ways to measure the value that these efforts bring to your business, including tracking media features, monitoring SEO impact, measuring social buzz and analyzing leads & conversions.

   
   

The fundamental truth across all industries is that people don’t just buy products; they buy stories. They buy the emotions, identity, and aspirations that a product has created via storytelling.  Apple doesn’t just sell iPhones—it sells innovation, creativity, and a premium lifestyle. Nike doesn’t just sell shoes—it sells perseverance, athleticism, and personal triumph.

People may need a product, but they’re more likely to buy when they connect with its story—whether that’s about solving a pain point, belonging to a community, or fulfilling an aspiration. That’s why PR and branding are just as critical as the product itself.

Can you explain how integrating PR and marketing strategies early on can benefit startups and scale-ups? Can you share a few success stories where these strategies led to significant growth?

PR and marketing are two equal legs of the same body, working together to move a brand forward. They serve different functions, but are deeply interconnected. 

PR manages crises, public perception, and brand storytelling. Marketing focuses on customer acquisition, retention, and revenue. Both shape how people see and interact with the brand.

When we look at Bumble, it set itself apart in the world of online dating apps by establishing the product and brand as a female-first dating model which was tackling gender norms. The company positioned founder Whitney Wolfe Herd as an industry expert, and she soon became a media icon, securing coverage in top publications. The result was 100M+ users, IPO at a $13B valuation, and a strong brand identity.

Slack focused on getting early adopters to become brand advocates by making sure teams loved their product first, then let word-of-mouth do the rest. Slack got constant media attention and the result was an explosion of 12M+ daily users, leading to a $27B acquisition by Salesforce.

Instead of flashy marketing campaigns and elaborate strategies, Stripe built consistent developer trust and thought leadership. Tech influencers, blogs, and major business publications covered its "easiest payment API" narrative. Stripe became a $95B+ fintech giant with minimal paid marketing.

There are endless examples of startups and scale-ups who understood the power of integrating marketing and PR strategies.  Especially when marketing budgets are tight, PR can do the heavy lifting.  

You work with founders in diverse industries like tourism, ecology, and women’s empowerment in the future of work. What’s the most crucial advice you give them to shape their public image and communicate their global vision effectively?

Start now—don’t wait. Many founders believe they need to hit certain milestones before investing in PR. That’s a mistake. Every founder has a story, and every brand has a journey. Sharing your insights, challenges, and vision early on builds the foundation for future growth.

Too often, founders who are starting out overlook the power of smaller media outlets, bloggers, and community platforms. These channels can generate meaningful exposure and establish credibility before larger media platforms take notice. This is a great opportunity to cut your teeth in media relations.

Waiting until you’re scaling rapidly to engage with journalists only adds pressure and feelings of inadequacy when dealing with the media. It also leaves a massive part of your brand story untold. PR isn’t about instant results—it’s a long game. Start small, but start. Your story matters.

PR isn’t about instant results—it’s a long game. Start small, but start. Your story matters.

With experience working across diverse markets in Asia, Africa, and Europe, you’ve encountered the challenges of cross-cultural communication firsthand. What strategies help businesses bridge cultural gaps in global markets?

The need for a hyper-localization expert is absolutely essential.  It’s not good enough to merely translate your content anymore, you need to make sure it resonates with your audience.  

Global companies have to adjust their communication style and strategy to adapt to that region of business. Let’s look at some practical examples:  high-context cultures such as those in Asia and the Middle East prefer indirect, relationship-based communication.  In contrast, low-context cultures like the US and Germany prefer direct, clear, and to-the-point messaging. Even within these groups, we will see the demographics split into more defined segments, needing a more nuanced communication approach.

Those seeking higher engagement need to explore opportunities for co-creation with local influencers and community leaders.  Involving local communities in your marketing efforts builds a connection that imposing a foreign brand identity will not.

From a leadership perspective, it is critical for companies to invest in cultural intelligence (CQ) training. This will go a long way in helping them address subconscious cultural bias in both hiring practices and communication efforts.

In summary, businesses that adapt to communities rather than impose their global strategies will thrive. Success lies in cultural intelligence, local partnerships, communication adaptability, and ethical branding—all backed by relevant market research. 

With the rise of AI, remote work, and decentralized teams, how do you see the future of communication consulting evolving? How do you think businesses will need to adapt to these changes to maintain effective communication with their teams, clients, and global audiences?

We have all seen the explosion of AI and the thrilling opportunities and potentially devastating challenges that come with this transformative era.

Let’s start with the opportunities - AI-powered tools are making it much easier for teams to monitor media mentions and coverage, as well as accelerating content creation.  This allows PR professionals to focus their energies on strategy rather than the more administrative parts of their jobs.

However, the challenges that are coming about have the potential to break brands - and at lightning speed. The rise of deepfake content is the risk that concerns me the most when dealing with brand messaging - your brand can crumble with one piece of viral fake content. It is becoming increasingly more difficult for the public to discern truth from fiction.

The best proactive approach to managing this is thought leadership - establishing yourself as a credible and knowledgeable expert in your field and to build a rapport with the public through various media platforms.  If people know you, what you stand for, and your communication style it is much more difficult for a piece of fake content to do damage. 

AI search engines and Large Language Models (LLM’s) such as ChatGPT are also drastically altering SEO.  How people come across the content that your brand creates is shifting - keyword-heavy tactics are outdated. These platforms prioritise high-value content that is intent-based, crafted with relevance and expertise being the key driver.  Sheer volume won’t cut it anymore. 

When we look at internal communication within organisations, we see remote and hybrid work bringing about change in how companies talk to their teams. Frameworks for alignment between decentralised teams to cultivate collaboration and clarity is essential, and this is no easy feat.  Fostering company culture, open and transparent communication, inclusivity and access to information is much more challenging without in-person interactions.  This is why I believe that regular workations and off-sites can create unmeasurable value for teams and build the foundation for a happy, productive and connected workforce.

As the world continues to shift and evolve rapidly, the need for a communications professional who can harness AI whilst still meaning trust, credibility and the human touch has never been more vital.  

AI is transforming business operations, particularly in decentralized decision-making. How do you see AI influencing PR strategies, and what potential does it have for simplifying communication or escalating challenges?

Again, we are seeing the world shift towards AI and it is here to stay. However, it is a tool that should enhance efforts and create efficiency in workflows - it is not a replacement for human judgement.

AI needs to be integrated into the PR strategies to provide insights, streamline workflows and enhance engagement with key audiences. Nonetheless, it also demands greater ethical responsibility from brands and far deeper strategic insights.  Safeguarding authenticity and trust in this era will be the main indicator of a talented corporate communications expert.

For entrepreneurs looking to scale their business internationally, what are the top three communication strategies you recommend to help their brand resonate across diverse global markets and ensure consistent messaging?

The core communication challenges of international expansion are cultural fit,  trust-building, discoverability, engagement, credibility and authority. 

The following strategies need to be implemented to overcome these:  

1. Cultural Localization & Brand Consistency

It is essential for brands to adapt messaging to local cultures, whilst maintaining their brand identity.  This extends further than just translating content - it's finding the correct tone, nuances in language and cultural marks that allow your audience to resonate.  Never underestimate the power of being able to speak to someone in their own language. 

2. Digital-First, Omnichannel Engagement

As the digital space continues to fragment and new platforms are appearing, a comprehensive global digital strategy is needed. Businesses must optimise their online presence for region-specific platforms, mobile-first audiences, and AI-driven search engines. Preferences vary drastically by region, for example WeChat in China vs WhatsApp in Latin America. It is important for brands to be accessible to all audiences, and an omnichannel approach is key.

3. Thought Leadership & Global PR Strategy

This is an area I am very passionate about. Leaders of today need to be visible and seen as thought leaders on various global platforms such as LinkedIn, podcasts and speaking engagements while using regional PR strategies to build connections in local markets. 

Executive thought leadership builds trust and credibility in the brand and also creates a sense of familiarity with the consumer. When faced with a crisis, this foundation is set and will help the brand to control the narrative, minimise damage and maintain public trust.

As digital platforms dominate the communication space, what emerging trends in PR should businesses be preparing for right now, and the next 5-10 years? 

There are so many advancements happening in the tech space which will influence communication that it is impossible to say with certainty what the landscape will look like a decade from now.  However, we can take a look at some trends and forecasts that have emerged in recent months, which give a good indication on where things are headed.

1. AI-Driven PR & Predictive Insights –

   AI tools are making it much easier for comms professionals to monitor media in real-time, to do sentiment analysis and to automate and personalise content. This is essential for more efficient early detection of possible crises, boost audience engagement and to target the correct journalists and media platforms.

   
   

2. Rise of Thought Leadership & Owned Media –

   This is a hot take - but traditional media is dead.  The most recent US elections clearly highlighted that new media, especially long-form direct channels such as podcasts, are where people are going for entertainment and news. And honestly, this is great for media savvy leaders to build connections with key communities.  Credibility and influence are no longer built in the pages of a newspaper or on a TV screen - they are done through meeting people in their favourite online space.

   
   

3. Decentralized Media & Influencer PR –

   Traditional press releases are becoming less relevant as digital platforms seek new content forms to engage with audiences.  Interactive campaigns, influencer partnerships, and communicating with niche digital communities are generating more awareness than the traditional routes of the past.  Press releases are still important, but need to be incorporated into a comprehensive digital strategy to truly gartner visibility for a brand.

   
   

4. Crisis Management & Misinformation Defense –

   Proactive, real-time monitoring - which will continue to improve with AI advancements - will be of utmost importance to combat the spread of deepfakes and AI-generated misinformation. Crisis communication for executive teams are essential and I see this trend continuing well into the future.

   
   

5. Global PR & AI-Powered Search –

   Traditional SEO (Search Engine Optimisation)  is being diluted with AEO (Answer Engine Optimisation).  Content must be optimised for intent-based content discovery, voice search, and multilingual, culturally adaptive messaging. It hasn’t yet replaced SEO, but the reality is that businesses who optimise for AEO will gain traction as people shift away from traditional search engines to LLM’s. In 2024, Gartner VP Alan Antin forecast that by 2026 traditional search engine volume will drop by 25%. 

At Fluent Founders Hub, you help entrepreneurs communicate effectively with diverse and global audiences. What are the key factors to consider when tailoring communication for international markets?

Replace the notion of translating with connecting.  It is imperative that entrepreneurs are able to craft a compelling story, communicate it clearly and find the correct professionals to adapt the message for key regions and markets.

Here are some tips for tailoring communication for global audiences:

• Adapt messaging to local customs, values, and linguistic nuances to prevent misinterpretations. Be especially mindful of tone, humour and idiomatic expressions which may not translate well. 

  
  

• Speak clearly, but also simply. Oftentimes experts use jargon and complex industry terminology without realising it, which immediately creates a disconnect with the audience.  Clear communication is not about sounding smart, it’s about getting your message across.

  
  

• Cultural nuances extend further than just the words you use - when speaking with your audience directly adjust the speed, pacing and tone of your speech as well as your body language to adapt culturally. For example, speaking too quickly in Japan can be seen as aggressive, whilst a monotone voice and lack of energy can be seen as disinterest in Italy. 

As more professionals turn to freelance and independent careers, how can they leverage PR and branding to stand out in a crowded market? What do you see as the biggest opportunities and challenges for freelancers in today’s globalized economy?

We are living in a globalised digital economy, where borderless work and remote opportunities are the new normal. Whilst this is an incredible opportunity to access markets and clients that previously were not accessible, it has also opened up competition to an international level.

For freelancers to stand out from competitors, command higher rates, attract premium clients and future-proof their careers they need to establish themselves as thought leaders in their area of expertise. Visibility and credibility are now indispensable for success.

When freelancers think of building a portfolio, they should think about it as more than just a collection of their work - it's a strategic PR tool that tells the story of who you are and why you are an authority in your field. Including media mentions, industry recognitions, interviews and awards will help you stand out and give potential clients confidence in your abilities.

With AI taking on specialized tasks, many are predicting a rise in creative generalists. What unique strengths do they offer in the future of work, and how can businesses tap into this talent pool?

The rise of AI and LLMs have completely shifted the way in which we look at the role of specialised experts in certain fields.  These models excel at deep, niche knowledge and technical precision. So where’s the new business gap that needs to be filled?

The skills that AI cannot (yet) replicate are where the creative generalist excels. The creative generalist is without a doubt the new hero in town.

Let’s look at characteristics of the creative generalist - adaptable, flexible, a broad range of knowledge often covering several business units and fields, creative, innovative, big-picture thinking.  The creative generalist is able to connect ideas, bridge disciplines and translate complex ideas into actionable strategy.

Human-centred problem solving, critical thinking and strategic creativity and the ability to collaborate across business functions are all imperative for the future of work and the rise of machine learning.

The creative generalist will be the bridge between innovation and execution and are well-set to become the next generation of industry leaders. 

What principles should businesses follow to create user-friendly digital experiences in today’s AI-driven landscape?

Delivering an exceptional user experience boils down to one thing - remembering who you are designing the experience for in the first place.  Research centered around your end-user and collecting honest feedback from them should be the main driver of all decisions related to your digital product.

There is no denying the many ways AI can streamline digital products and communication around them, but the fundamental principles that should drive this implementation should include:

1. AI-driven experiences such as chatbots, recommendation engines, voice assistants, etc must feel human and intuitive, not robotic.

   
   

2. A core PR message - and more so a key pillar of business principles - should be the ethical use of AI. In order to build trust, your customer needs to clearly understand how your company handles data privacy, bias, and automation ethics.

   
   

3. To further expand on the previous point, user control over AI interactions (e.g., opting in/out of AI-generated recommendations) needs to be clearly highlighted.

   
   

4. Inclusive design for all digital products is another important factor - adaptable UI for neurodivergent users, screen-reader compatibility, multilingual interface, etc are all needed to give your user the optimal experience.

   
   

5. Bring it home too - it’s just as important to create an inclusive digital experience for your workforce to keep global teams aligned.  To prevent employee distrust, transparency in AI-driven decision-making (i.e. HR AI tools for hiring) should be a core narrative for internal comms.

   
   

Companies that align AI-powered experiences with human-centered values will lead the next wave of digital transformation.

How do you support founders in overcoming growth challenges, and what strategies do you recommend for effective communication with stakeholders?

My background in corporate communications, marketing, publicity, content creation and language coaching has set me up to help founders craft their narrative, build their brand, and establish themselves as thought leaders.

For many founders, working behind-the-scenes making magic happen and overcoming hurdles to take their business to the next level is where they thrive. But talking about the wins or sharing their journey can feel overwhelming. Public speaking and media engagement is intimidating at best - with no training or guidance to equip founders it could actually do more harm than good.

I help founders communicate effectively - through media training, public speaking preparation, fundraising communication support, and thought leadership acceleration via new media channels. Effective communication is more than just visibility; it’s about shaping perception, boosting credibility, and unlocking new opportunities for business growth.

Entrepreneurs should take ownership of their narrative, ensuring their unique voice and vision are heard and resonate with the right audience. This offers a strategic advantage that can attract investors, customers, and key stakeholders. A compelling brand story, told with confidence and authenticity, builds trust, strengthens stakeholder relationships, and positions you as an industry leader.

How can workations be leveraged to enhance upskilling initiatives in areas like PR, new media, and handling escalations? What are the key benefits of using immersive offsite experiences for professional development in these areas?

Hybrid and remote work has created more of a need for organisations to create in-person opportunities for building team camaraderie and connection.  When dealing with any communication training, it is especially important to hold these workshops in a space that can allow individuals to relax, step away from daily tasks and have the capacity to take a deeper look at your business. 

Often public relations and media training addresses the scarier and more challenging parts of your business, where things could go wrong and how to prepare for this.  Having these difficult discussions and strategy sessions in a calm setting can help the entire team relax, fully immerse themselves in the training and feel rejuvenated and empowered at the end of the session.  And the opportunity to blend in fun activities will support the feeling of teamwork and community - which is the key to truly making remote teams shine.

Driftawave and Gina’s team are phenomenal at doing just that - finding the perfect location for your team to step out of the daily norm and fully dive into an experience that will bring the team closer and set your business up for success. For examples studies show that exposure to nature enhances cognitive function, making learning sessions more effective.  Workations feel like a perk for your team - but in reality a structured workation can do many things, from reducing burnout to providing the optimal setting for team collaboration.

Connect with Alexia via LinkedIn! Find our more information on her website Fluent Founders Hub.

Looking to take your Global PR & Communication Strategy to another level while getting inspired on your next executive team offsite? Do not hesitate to get in touch and find out more.