How Carly Martinetti Revolutionized PR with Mental Health Focus

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Carly Martinetti remembers the days when panic attacks hit her multiple times a day, leaving her ashamed and barely functioning in the high-pressure world of PR agencies. Today, as cofounder of Notably, a fully remote boutique PR firm, she leads with vulnerability, championing mental health and work-life balance for her team. Her journey from hiding her struggles to building a company that prioritizes people over burnout offers a powerful blueprint for founders everywhere.

Early Days: Hiding Panic in a High-Stakes World

Carly's story begins in the grind of traditional PR agencies, where the culture demanded constant availability and flawless performance. About five years ago, she battled severe panic disorder, experiencing attacks so frequent they disrupted her daily life. She pushed through in silence, convinced that admitting weakness would derail her career. "I was so ashamed. I felt like there was something wrong with me," she later reflected.

In those agencies, the environment felt unforgiving. No one modeled openness about mental health, so Carly internalized her pain. She worked remotely even before the pandemic, spending over an hour commuting to offices when possible, which only amplified her exhaustion. The "churn 'em and burn 'em" mentality prevailed—deliver results at all costs, even if it meant sacrificing personal well-being. Her work suffered because she refused to take time off, ignoring signals that she needed a break. Looking back, Carly realized this secrecy not only harmed her but also set a dangerous precedent for those around her.

The turning point came during the pandemic, when remote work became normalized. Carly saw an opportunity. Why cling to outdated office structures that wasted time and energy? She teamed up with her cofounder to launch Notably in Boston, envisioning a boutique PR firm that served clients nationwide without the physical and emotional toll of traditional setups. The idea was simple yet revolutionary: high-quality PR services delivered fully remotely, with tools like Zoom and Slack fostering collaboration and camaraderie.

Initial challenges were steep. Bootstrapping a PR firm meant hustling for clients in a competitive field dominated by larger agencies. Carly and her partner had to prove they could deliver results without face-to-face meetings. Early pitches emphasized their agility and client-focused approach, but skepticism lingered. "People wondered if we could build real relationships virtually," Carly recalled. Internally, she grappled with her own anxieties, determined not to repeat past mistakes. She committed to transparency from day one, sharing her history with panic disorder to create a safe space for her team.

Key Milestones: From First Clients to a Thriving Remote Culture

Notably's first milestone arrived faster than expected: landing initial clients who valued their fresh, flexible model. These early wins came from founders and startups tired of rigid agency structures, drawn to Carly's authentic pitch. Revenue trickled in, validating the remote PR concept. By focusing on boutique services—tailored strategies for tech, consumer, and lifestyle brands—they carved a niche without massive overhead.

• First customers: Within months, Notably secured contracts with innovative startups, proving remote PR could generate media buzz equal to in-office firms.
• First revenue streams: Recurring retainers built stability, allowing the team to hire their first employees—handpicked for their alignment with the mental health-first ethos.
• Pivot to full remote permanence: Post-pandemic, while many firms pushed return-to-office mandates, Notably doubled down on virtual operations, reducing quarterly travel to strategic in-person meets only.
• Team growth: Scaling to a small, tight-knit group including a single mom juggling young kids, whose flexibility needs became a testament to the firm's culture.

One pivotal moment involved onboarding a new hire from a larger agency. Conditioned by micromanagement, she over-communicated every task, fearing remote work meant constant check-ins. Carly gently reset expectations: "I appreciate it, but I prefer to see the work in progress. If you need me, come to me." This interaction highlighted Notably's trust-based model, a stark contrast to the surveillance culture elsewhere.

Revenue grew steadily as word spread. Clients appreciated the results—"It's PR, not ER," became an internal mantra reminding everyone that quality work thrives on balance, not exhaustion. The firm hit a key milestone when a major client renewed after seeing superior coverage, attributing it to the team's refreshed focus. No major pivots were needed; instead, organic evolution refined their processes, like asynchronous Slack updates and intentional Zoom camaraderie to mimic office energy.

Challenges persisted. High-intensity PR deadlines tested boundaries, but Carly's leadership shone. She proactively offered mental health days, even encouraging time off for personal milestones. A team member facing family stress knew she could step away without repercussions, often making up time later with heightened productivity. This give-and-take built loyalty, with zero instances of addressing overuse of flexibility.

Lessons Learned: Practical Insights for Founders

Carly's path yields hard-won wisdom for early-stage founders and indie hackers navigating their own pressures. Here are three standout lessons:

"You can't do your best work if you are not doing well mentally or physically."

• Prioritize vulnerability as leadership: Share your struggles to normalize them. Carly's openness about anxiety created a team where employees confide freely, leading to better retention and output. Founders hiding issues risk isolated burnout—model the behavior you want to see.
• Design for human needs, not hustle culture: Remote work isn't just convenient; it's a mental health lifeline. Eliminate commutes, embrace async communication, and enforce boundaries like mental health days. Notably proves this boosts performance, attracting talent weary of "always-on" environments.
• Trust yields results over surveillance: Micromanagement breeds anxiety; autonomy fosters ownership. Give your team space to deliver, intervening only when needed. Carly's approach turned skeptics into advocates, proving flexibility doesn't equal laxity.

These insights stem from real friction. Carly admits her Type A drive still pushes for excellence, but realism tempers it. "The work is very important... but if you're struggling, that takes priority." For bootstrapped founders, this means sustainable scaling over short-term sprints.

A New Standard in PR

Today, Notably stands as a beacon for mental health-conscious leadership. Carly, now thriving five years post-panic attacks, has built more than a firm—she's created a movement against agency burnout. Her story resonates with founders everywhere: success doesn't require suffering.

What is your biggest takeaway from Carly's journey? Have you built mental health into your startup's DNA, or faced similar struggles? Share your thoughts in the comments below!

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