When I originally started this column early this year, my idea was to spotlight women-owned startups. As a member of the National Association of Women Business Owners Philadelphia chapter I know there are plenty of women who are not only doing well, but are happy and even eager to mentor others. I thought this would be a great place to showcase their successes and inspire other entrepreneurs, women and men alike.

Yet, when I sent out emails looking for women to publicize their work, even marketing and public relations mavens, I received little response. I was surprised, to say the least, and after a few weeks of chasing, I gave up.

My column has languished since, even though I had also offered to write on media relations. I thought it would be better for me to spotlight others’ businesses because I wasn’t comfortable with labeling myself an “expert.”

Earlier today I heard an interesting piece on NPR’s “On the Media.” A study done by one of their ombudsmen found that only 26 percent of the sources used on the major NPR shows are women. Brooke Gladstone, one of the hosts of “On the Media” then interviewed an “expert” on the topic, a blogger/professor who published a rant how women do not self-promote enough.

This expert was Clay Shirky, a man. Yes, they both saw the irony in this.

The discussion that followed illustrated why I have yet to spotlight a woman-owned spotlight on startphilly.com. Very few women will “self-aggrandize” or act in “pompous” or “arrogant” ways. Instead, as Shirky said, a woman tends to “hide her light under a bushel.”

No, being a woman should not be the only thing that gets you attention or a job or success, but don’t be afraid to leverage your gender. As women we have a tendency to want to be “one of the boys,” to get the same treatment as any man out there and that would be ideal. However, if being a woman serves as a disadvantage in some situations, shouldn’t we relish the times when it’s an advantage?

After considering all this, I am back. This is what I need from our women start-uppers:

1. Contact me. I would like to talk to you about spotlighting your business and getting you a little free publicity here.
2. Promote yourself. If you are a woman with your own start-up, YOU ARE AN EXPERT. When there is a national news story, get in touch with your local newspaper, TV and radio station and offer your perspective. If you’re in the travel industry, speak to the impact of national disasters on travel. The effects are far-reaching! Heck, if you make bandages, offer your opinions on healthcare. I can not think of a single business out there that doesn’t have a unique perspective on something in the news. Get your voice out there.