Become Your Own PR Machine Trevor Young aka The PR Warrior

What does it take for a genuine subject matter expert to generate literally hundreds of items of media exposure? Well, that’s what Jake Moore has been able to do.
And not just any media coverage: we’re talking tier 1 editorial exposure! That is, coverage in the top UK media outlets such as BBC Radio, ITV News, CNBC, Sky News, Forbes, The Times, The Daily Mail, The Independent, Wired, Forbes and Al Jazeera. And that’s just a small portion of what he’s been able to achieve!
But first, a bit of context. In the previous episode (#17), media relations specialist Liam Fitzpatrick, the founder of Commswork, joined me to discuss how business owners and professional experts can earn legitimate editorial coverage in independent third-party media outlets.
So I thought I'd follow up the Liam interview with a chat I had with Jake, previously recorded for my other podcast - REPUTATION REVOLUTION: The Professional Personal Branding Show. It was one of that podcast's most popular episodes, and we really got into the nitty-gritty of what it takes to build national media profile by someone who's done it - and continues to reinforce his positioning as the go-to expert in his space.
Jake is Global Cybersecurity Advisor for ESET, Europe's number one cybersecurity company. As well as conducting research and analysis into the latest cybersecurity and AI threats and trends, he also regularly comments on a range of cybersecurity stories in the press for outlets major print, broadcast and online media outlets in the UK and internationally. He is often asked to give his opinion, advice and analysis on articles featuring a cybersecurity or technology angle.
Topics covered in this interview:
Jake's journey from local police force cybercrime educator to international cybersecurity expert with extensive media exposure.The role relationships play when dealing with the media (hence, in the PR world this practice is called ‘media relations’)The importance of Twitter when it comes to real-time connection with journalistsJake’s daily practice of ensuring he’s prepared with story angles and ideasThe importance of timeliness in responding to media callsOutbound pitching of story ideas versus managing inbound media requestsHow to prepare for a media interview, including on-air Zoom callsBalancing personal brand vs employer brand when talking with the mediaDo you need a personal brand website if you're working for a company?How YouTube helped prepare Jake for TV interviews with major media outletsTips on staying focused during interviews, maintaining subject matter expertise without overtly selling products or services.Key takeaways:
Building a strong reputation can significantly enhance your credibility and visibility in the mediaResponsiveness and trust are key when interacting with journalists; being available for quick comments can lead to more opportunities for coverageEducating through the media rather than selling creates value for both the audience and your brand.Rounding up:
While a PR agency has played a crucial role in helping Jake generate exposure in the media, the key message here is preparation: doing what’s required to build relationships with journalists, editors and radio/TV producers.
Jake’s tips and lessons are highly relevant, even if you’re just starting out on your media relations journey with no outside help.
If you're interested in extending your reach by leveraging third-party media, you won't want to miss this interview with Jake Moore!
*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!

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Onwards!
Trevor________________________I help business owners become clear and c

Summary: In this episode, I'm joined by media relations specialist Liam Fitzpatrick, the founder of Commswork, to discuss how businesses can earn legitimate editorial coverage in independent third-party media outlets.
Key Points Discussed:
Liam's Journey: From a journalist to a B2B communication specialist - insights on persuasive writing and crafting compelling stories that resonate across industries.The role of earned media: Understanding how 'earned media' fits into the overall PR 'pie' (remember: PR is not just about media coverage).Building relationships: How establishing connections with influencers and journalists can lead to positive brand mentions in the myriad media outlets that exist today.Strategy behind media relations vs. publicity: Differentiating between nurturing ongoing relationships with journalists (media relations) versus one-off efforts aimed at selling or promoting something specific (publicity).Owned vs. earned media: The significance of creating your own content platforms like blogs, podcasts, newsletters as an adjunct to earning media coverage on third-party channels.Tactics for gaining editorial exposure: Tips on becoming an authority in your field, including the importance of being active online, sharing expertise at events/conferences, and utilising owned media strategically to build credibility and to demonstrate your professional bona fides.The role of inbound vs outbound strategies: Balancing attracting inquiries from interested parties while also proactively reaching out to share one’s message with relevant audiences.Creating newsworthy content: Identifying opportunities within industry trends or current events that align with business messaging goals; using these hooks to garner interest from journalists.Takeaways:
Being proactive on social media can lead to valuable networking opportunities.
Events provide powerful platforms for connecting personally with key individuals who influence your target audience.
Establishing credibility through consistent thought leadership content helps attract inbound attention from the press.
Tailoring messages that bridge gaps between what brands want to communicate versus what journalists seek is crucial for successful PR outreach efforts.
Leveraging niche publications and modern hybrid-media outlets offers targeted exposure avenues often overlooked by traditional approaches.
Emphasising visibility through various channels ensures broader reach and solidifies reputation over time, whether it’s speaking engagements or opinion pieces published online.Actionable Tips:
Audit your existing communication channels regularly ensuring they represent your brand effectively - first impressions count!
Identify upcoming industry-relevant events where you might contribute expert opinions aligned with news agendas thus increasing chances of coverage.
Develop rich evergreen content focused around unique perspectives within white spaces not heavily covered by competitors yet still valuable to readers/listeners/viewers.If you want to extend the reach of your voice, generating exposure in independent media outlets is a great way to do it. Learn the best way to approach it in this week's episode!
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!

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Onwards!
Trevor____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung

As a leader and a business owner, reputation is your lifeblood.
Trust is the social currency of today's digital-first world, and it's in short supply!
Which is good news if you're a credible mission-driven entrepreneur or professional, someone who has the runs on the board and who is seen, not as someone with something to sell, but as someone with something to teach.
But you need to be intentional about it!
*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***
There are many variables involved in building a genuine thought leader brand in the marketplace. Let's be clear: It's not about being loud, or standing out through incessant chest-beating.
Nor is it about getting out there and pitching your wares to all and sundry. That's not going to win you too many fans! Remember, people don’t want to be sold something—they want to buy something.
And the best way to get someone to seek out the opportunity to buy from you is to position yourself as the unquestionable authority in your space—someone they would be lucky to have a chance to do business with.
This is what PR agency owner RUSTY SHELTON calls the authority advantage!
Rusty is a Senior Marketing Strategist at Forbes Books, bestselling author and successful entrepreneur. He’s the founder and chairman of Zilker Media, an award-winning agency based in Texas that helps impact-driven leaders and companies accelerate trust in the marketplace.
As a speaker, Rusty uses humour and targeted examples to challenge assumptions about thought leadership, showing leaders how to build authentic personal brands focused on impact, not ego.
He has written three books and spoken around the world to a variety of audiences, from YPO to Harvard Medical to SXSW Interactive.
Rusty's latest book, The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego (ForbesBooks, 2023), which is co-authored with Adam Witty and features a foreword from David Meerman Scott, demonstrates how leaders can make an impact with their personal brand and build trust in an increasingly skeptical world.

I am known for getting excited about the opportunities available to business owners to get a leg-up on their competition by being smart with how they use PR, content and digital communications. Creating a regular audio or video show, or editorial publication, I think is a savvy way to gain attention (for all the right reasons) as well as build an audience for your ideas, insights and expertise.
Now, this is fine for motivated entrepreneurs who have been experimenting with content and social media over the years.
But sometimes, I need to pull back on the reins a bit and encourage those business owners who have been sitting on the sidelines a bit, waiting for extra clarity as to why they should burst forth with enthusiasm around this whole content creation thing.
Introducing ‘pre-owned media’
Which brings me to an idea that I think will sit perfectly with this latter group of business owners who don’t want to tackle anything too onerous straight away, but still want to start with a small but manageable content project.
I’m calling it ‘pre-owned media’ – the smaller-scale content activity (or activities) you focus on before taking on a bigger owned media project.
This concept was an a-ha moment that slapped me in the face while chatting recently with Andrés López-Varela for this podcast. Andrés is a genuine thought leader in there world of content and digital marketing
[ CHECK OUT EPISODE 14 OF THIS PODCAST: "BUILD A GROWING AUDIENCE FOR YOUR BRAND: LOOKING AT OWNED MEDIA THROUGH A PR LENS WITH ANDRÉS LÓPEZ-VARELA ].When it comes to content creation, Andrés is a believer in not taking on too much straight up, for fear of flaming out due to the responsibility of producing a weekly podcast or newsletter, or fortnightly YouTube show.
He says it’s better to work up to the commitment of producing your first ‘destination show’ (or flagship editorial publication) no matter what the modality you choose to go with.
Fair call!
In our chat, Andrés suggested business owners who are keen to produce an owned media property should perhaps start off small and test their content hook or theme or idea via a ‘channel within a channel’.
What is a channel-within-a-channel?
The idea of a channel-within-a-channel – a sub-channel, as it were – is acknowledgement that the game has changed with social media, and that many of the platforms have in fact become a collection of channels, rather than being wholly and solely THE channel.
In this episode, I unpack this concept, and explain why it might be something that you, as an entrepreneur, consider implementing in your business.Connect with Andrés:
websiteLinkedInRemember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!

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Onwards!
Trevor____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung

Welcome back to another insightful episode of "Become Your Own PR Machine," where we dive deep into strategies and ideas to help you build visibility, influence, trust and credibility for your business and personal brand. 

I'm your host, Trevor Young, and today I’m joined by a true thought leader in the content space (and I don’t use that term lightly!) - Andrés López-Varela.

Andrés brings nearly two decades of experience across various marketing disciplines. His diverse background includes public relations, influencer relations, paid search, email marketing, content production, social media management – basically every key facet of modern-day marketing! He’s a rare beast, Andrés - someone who can genuinely ‘connect the dots’ in a way that’s meaningful and insightful.

Our conversation is free-flowing and expansive; specifically, we lift the lid on owned media, and explore the critical role it plays in PR, and marketing communications more broadly.

In this episode, we cover off:The importance of owned media:
Why it's foundational for long-term brand success. How it allows you to create an audience on your own terms. Its cost-effectiveness compared to earned or paid outreach.Building credibility and authority:
Aligning interests between what’s important to you as a brand and what captivates your audience.Tactical aspects and examples:
Understanding various forms like websites/blogs/email lists/podcasts/Youtube channels/events/books/research reports.Destination shows and cadence:
The value in creating consistent 'appointment' content (e.g., podcasts). Setting sustainable frequencies that won't lead to burnout but maintain engagement.Planning is key:
Developing a roadmap aligned with content mission and topics that excite both creator(s) and audience alike.Choosing platforms wisely:
Balancing quality over quantity – focus on better fewer platforms with higher frequency than spreading too thin without impact.Andrés emphasises data-driven strategies tailored not just around SEO but with an editorial focus – all aimed at connecting audiences deeply with brands before any commercial ask comes into play.

We also discuss how, even if you have substantial budgets for promotion, investing wisely in owned media reduces costs over time while enhancing credibility. 

*** PLUS *** Discover why starting small might be more beneficial when building up towards ‘destination’ shows like podcasts or live-streams, and how comprehensive research reports and whitepapers which can serve as cornerstone assets generating leads well beyond their initial release date.

Don’t miss out on these valuable insights! Tune in now and learn how owning your channels could become the anchor point for all things PR related within your business!
Connect with Andrés:
websiteLinkedInRemember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!

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Onwards!
Trevor____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung

In order to carve out a credible thought leadership positioning for your business or personal brand, it's important you're able to unlock, shape and communicate your ideas.
One way of doing this is to produce 'deep content' that sparks conversation and attracts an audience.
*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***My guest for this episode is Sonja Nisson, an independent brand strategist and content coach from the UK.
Sonya shares her passion for impactful ideas and valuable content marketing. With over 25 years in the industry, she discusses how an idea can connect more effectively than a sales pitch. She highlights her work at the School of Valuable Content where she helps people communicate their thoughts through engaging content.
A quick summary of deep content:Sonja and I get philosophical about creating content that matters.
Sonja calls it 'deep content'.
Deep content positions you, unequivocally, as the expert in your field, she says.
It shows your commitment to your specialist subject.Going above and beyond - not many people will do this, you have the edge.You learn so much by doing it: your expertise deepens. It leads to other things. Never underestimate the serendipity factor of releasing deep content into the world, Sonja says.Key points covered:
The importance of not just saying good things but also doing good in the real world in order to stand out.How individuals can establish their voice and enhance credibility by extending the reach of their story and message.The significance of creating deep content that resonates with your audience beyond standard marketing pitches.Understanding what 'deep content' means: It’s not just long-form articles or books; it includes any well-thought-out piece that provides significant value – for example, Sonya's map analogy for explaining complex journeys.Why deep content matters: It showcases commitment, expertise, serves as a powerful positioning tool, attracts opportunities and filters out less interested parties.The power of intimacy and vulnerability in your writingThe balance between flow (regular updates) versus stock (substantial pieces): Both are necessary for thought leaders who want to make an impact while maintaining relevance.We also discuss the different examples of deep content, and explain how it can come in many forms.
What listeners can expect to learn:
Strategies on becoming clear about your personal brand's big idea or purposeTips on balancing regular content creation with developing substantial cornerstone piecesInsights into turning complex knowledge into accessible resources such as books or visual aids like informational frameworks and roadmapsDon't miss this discussion filled with practical advice for those looking to elevate their presence in today’s crowded marketplace!__________________________
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