We recently connected with Luana Ribeira and have shared our conversation below.

Luana, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

We champion the rebels, the people who go against the grain, the thought leaders. What we don’t do is dilute our client’s messages to make them more palatable to the media. We amplify who they really are in such a way that the media creates space for them. What I hear from people who have come through is that in the past, is that they’ve often been told to water down their message or to change aspects about themselves, to tone down who they are to be less intimidating, even things like to stop wearing red lipstick. We do the exact opposite. A great example is, I had somebody turn up in my inbox who had been turned down by several agencies because his message is too polarising. So, I looked him up. And I saw that yes, he was indeed ruffling feathers, but his message was positive. It was impactful. This wasn’t somebody full of hate. It was somebody who wanted to change the world for the better and who was getting kickbacks for doing that. So, then I got excited because that’s our type of person. 
The reason why that difference matters is because it’s not the people who are blending in that are going to change the world and that’s what PR really is about. If we look at the bigger, bigger, bigger picture, every client we put out there is setting off ripple effect with their positive message, and for that message to cut through and actually reach the people it’s meant for, it means that it needs to be bold. It needs to be clear.  
We only deal with earned media, we don’t pay through the doors, and the reason is, (even though we’re not against pay to play, we do believe that there is space for it in the industry) the kind of ripple effect that we want to happen only comes through. Consistent. Earned media that carries real credibility and real clout. 

We always choose depth over surface level pitching, so we get to know our clients on a deep level. We don’t just fire off press releases and hope for the best. We’ve really figured out what our people are about and what makes them tick, and what their vision is. To then come up with angles that actually cut through. It’s storytelling combined with psychology and strategy. It’s not just throwing shit at the wall. 

Radical honesty is a thing that we stand for. We tell the truth, even when it’s uncomfortable. We are upfront and we are transparent. We don’t over promise. We don’t hype up and we don’t sugarcoat. Our clients know exactly what’s going on behind the scenes and that is something that builds a lot of trust. 

We focus on promoting the person as a public figure. Not just what it is that they do, but who that person is, what makes them tick, their opinions, what their values are showing them. Showing the actual human behind the brand, because that’s what builds connection and relatability. 

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Starting my own business was always in my blood. My parents are entrepreneurs so I grew up knowing we didn’t have to do life like everyone else. I could make my own rules and choose how I worked, who I worked with and what I charged.

PR wasn’t something I planned. It happened gradually. Back in 2011 I worked briefly for an agency. I loved the work but their values didn’t sit right with me so I left even though most of what they did was brilliant. After that I used PR for myself for my acting career and my businesses without ever seeing it as more than a tool in my kit.

Then I launched a business called Passion to Freedom. One of the modules was on getting booked in the media and I realised I didn’t want to stop talking about it. I was already casually getting people featured by saying things like, “Oh, you want TV? I know a producer,” without charging for it because to me it was just connecting people.

It wasn’t until my coach said, “You know you could be charging for this,” that it clicked. Around the same time I noticed how lit up I felt teaching that module. I realised this is what excites me.

I have always loved seeing people show up authentically and helping amplify that. It ties directly to my own past. I spent years feeling invisible, battling social anxiety and feeling unheard. Giving people a platform and helping them be seen and heard became deeply personal.

The best part is the people we get into the press are positive, inspiring voices and that is exactly what the world needs more of.

Because I was already showing up in the media and online, shifting my niche was seamless. I went from posting about business and life to sharing about media and books too at the time. It grew naturally with no forced formulas, just consistency, connection and honesty.

I built Dauntless PR by showing up fully as myself. Raw, real, and willing to share the whole journey, not just the highlight reel. I ditched cookie cutter business advice and trusted my intuition. That is when everything clicked, when I stopped doing business like everyone else and owned what made me different.

That is the heart of Dauntless PR. Authenticity, visibility and amplifying voices that deserve to be heard.

How’d you build such a strong reputation within your market?

I built my reputation by being real and transparent in an industry that’s often linked with smoke and mirrors. 
I’ve never been afraid of going against the grain and I’ve never followed the typical rules of PR. 
I’ve always spoken out about things that I don’t agree with in the industry and I’ve wanted to create something unique, so that we’re not just getting people booked for the media, but also supporting them in everything that comes along with it, from the emotional support to rising visibility, to being able to leverage their media, media technique, and reputation management, everything that comes along with it. 
It very much comes from not following the crowd, but making my own path and doing what I know to be right, even if that goes against what everybody else is saying. And of course, delivering what we say we’re going to within the time frames that we’ve said without hyping things up. Always being truthful and managing expectations as well. 

Have any books or other resources had a big impact on you?

Yes! the Divergent trilogy by Veronica Roth has had a huge impact on how I think and lead as an entrepreneur. I first read it during one of the lowest points in my life. I’d lost a business, my income, and my confidence, and I honestly wanted to hide away from the world. But the bravery of the Dauntless faction in the books sparked something in me. It inspired me to stop running and start rebuilding, and that’s exactly what I did. When I created my PR agency, I named it Dauntless PR as a reminder of what I’d overcome.
At first, I had to channel my acting skills just to get through, I had to get into character and become Dauntless. But one day I realised I didn’t need to pretend anymore. I already was Dauntless.
The series helped me bounce back and reshaped how I approach fear, leadership, and creativity. I even had three tattoos done to symbolise that transformation. Fiction like Divergent reminds me of the power of story and character, and how we can all write a new chapter, no matter where we start.

Contact Info:

• Website: https://dauntlesspr.com
• Instagram: https://www.instagram.com/luanadauntlesspr/?hl=en-gb
• Facebook: https://www.facebook.com/DauntlessPR/
• Linkedin: https://uk.linkedin.com/company/dauntless-pr
• Twitter: https://x.com/Luana_Ribeira

Image Credits

Photographer: Mel Parry
Photographer: Luana Ribeira