Substack and PR: Everything you need to know about Substack
Key takeaways: Everything you need to know about Substack
1. Substack lets you publish directly to subscribers – reach readers who opt in, ensuring your content is seen by a highly engaged audience.
2. Connect beyond social media and traditional PR – share insights, founder commentary, and research without competing with algorithms or gatekeepers.
3. Build authority and trust – founders and executives can showcase expertise, strengthen personal and brand credibility, and support PR efforts.
4. Access a growing UK audience – 3.7M+ monthly users and 40–60% open rates prove readers value expert, niche content.
5. Monetise your expertise – top UK newsletters generate millions through subscriptions and premium content.
1. What is Substack?
Substack is a publishing platform that allows creators and brands to send newsletters directly to subscribers. Unlike social media platforms such as LinkedIn or X, readers choose to subscribe to your content. That opt-in relationship leads to much stronger engagement.
Key features include:
- Free and fully owned: You control your content and audience.
- Monetise with subscriptions: Build a paying audience that values your expertise.
- Direct engagement: Reach readers who want your insights—ideal for thought leadership and niche content.
- For all creators and brands: Works for journalists, founders, lifestyle, fintech, travel, and more.
Substack is now a powerful PR tool for UK brands, allowing you to publish insights, research, and expert commentary directly to your audience.
2. Why use Substack for PR?
PR used to rely on earned media—getting coverage in newspapers or magazines. Today, brands need their own channels. Substack allows companies to publish:
- Original industry analysis
- Founder commentary
- Campaign insights
- Behind-the-scenes stories
- Research and reports
It also builds direct relationships with journalists, customers, and industry leaders. Many journalists now run Substack newsletters, making it a hub for niche media voices.
Substack growth in the UK
1. Growing audience: ~3.7M monthly users with 45% YoY growth (PressGazzette)
2. High engagement: Open rates of 40–60% (Fueler)
3. Revenue potential: UK newsletters generate up to £1.2M annually (e.g, The Pragmatic Engineer, Press Gazette).
How Substack differs from other channels
Substack is unique because it combines direct publishing, high engagement, and content ownership
For UK brands, this means you can own your media channel while building a loyal audience that trusts your expertise.
Tip: Read our Social Media Playbook for top tips on how to use social media for your PR campaign, or learn more about Traditional Media vs the New Media.
Substack and Personal Branding
Publishing directly to subscribers helps founders and brands:
- Build authority – position executives as industry experts.
- Share exclusive insights – deliver research, analysis, and behind-the-scenes content.
- Reach niche audiences – connect with readers often missed by traditional media.
- Support campaigns and launches – amplify PR initiatives and product launches.
Newsletters offer a dual benefit: brand authority and personal credibility.
Top 5 UK-Linked Substack Revenue Leaders
Figures based on subscriber data and industry benchmarks (Source: Press Gazette).
Grow your brand on Substack with us.
Want to explore how your brand could use Substack as part of your PR strategy? Work with Words+Pixels to get slots of high profile Substacks to get your brand shown.
FAQ: Substack for UK Brands
1. What is Substack?
A newsletter platform that lets creators and brands publish directly to subscribers. Readers opt in, which increases engagement and builds a loyal audience.
2. Why is Substack growing in the UK?
Substack appeals to readers who want expert insights and niche content. UK adoption is rising, with millions of active users and higher-than-average email open rates.
3. How much can UK Substack creators earn?
Top creators in B2B tech, media, and niche industries can earn £100k–£1.2m+ annually through subscriptions, sponsorships, and premium content.
4. Why should UK brands care about Substack?
It provides an owned media channel that helps build thought leadership, reach niche audiences, and amplify PR campaigns without relying solely on social media or traditional media coverage.
5. Can Substack benefit personal branding?
Yes. Founders and executives can establish expertise, grow trust, and reach a loyal audience—strengthening both the personal and corporate brand.
6. What types of content work best for UK brands?
High-value, expert-driven content performs best: industry insights, research, founder commentary, and behind-the-scenes stories that your audience cannot get elsewhere.
7. Is Substack only for certain industries?
No. While B2B sectors like tech, finance, and professional services dominate, media, creative, and niche brands can also use Substack to build authority and engage audiences directly.
