Why every business owner needs to build authority. Michael sits down with Trevor Young—PR and communications advisor, coach, mentor, writer, author, and podcast host—to unpack why building authority is a strategic business asset for SME owners. They discuss how founders can build credibility, visibility, and trust without falling into noisy self-promotion. The conversation also gets practical about content, earned media, owned media, and how all of this affects growth, reputation, and even business saleability. In this episode: The real job of PR: Trevor reframes PR as building a deeper connection, trust, and reputation with the people who matter most to a business, rather than just chasing press hits. Why good owners stay invisible: A look at tall poppy syndrome, analogue mindsets, the fear of bragging, and the discomfort many owners feel about putting themselves out there. Content-led communications: Trevor breaks content down into four distinct buckets: Utility content Thought leadership content Personal content Brand content Why owned media matters: The case for email newsletters, websites, podcasts, and other channels you control, rather than relying solely on platforms that can change their rules overnight. Pick fewer channels and do them well: Why you shouldn't try to be everywhere, and how to build a strong base on just one or two channels (usually LinkedIn plus an owned channel). Matching format to founder: How video, writing, and audio all have a role, and why the best format depends on the founder’s strengths, the audience, and the business model. Thought leadership > generic utility: While answering common questions is useful, the stronger opportunity is to express a point of view and challenge the status quo. Trust takes repetition: Why people often need to see you 7 to 12 times before they factor you into their thinking. Authority helps sales and exits: How personal brand, business brand, and strategic communications affect acquisition, talent attraction, and the ability to build a business that can run without the founder. Timestamps 00:00 - Why business owners need to build authority 00:58 - Trevor’s background in journalism and PR 02:12 - Why he works with credible founders and experts 05:31 - Tall poppy syndrome and the fear of visibility 07:25 - Why content paralysis happens in a noisy media landscape 09:24 - Why owners already know they need to act 11:45 - Content-led communications across owned, earned, and paid media 13:27 - PR versus marketing and why the distinction matters 16:22 - Choosing the right content format: writing, video, audio, visual 17:42 - A property company’s 350 video and live stream playbook 19:10 - Why owned media beats platform dependence 21:14 - Personal brand websites, books, and digital ownership 22:52 - The reality of omnipresence and big creator teams 24:42 - Why most business owners should focus on fewer channels 27:05 - Utility content versus thought leadership 28:30 - Why a contrarian point of view can matter more than FAQs 31:27 - How repeated exposure and personal stories build trust 34:19 - The four content buckets, including brand content 35:22 - The 80/20 rule for promotion versus value 39:42 - Why newsletters still matter, even if they are simple or curated 41:20 - Why YouTube is a major opportunity for business owners 42:42 - Building a show instead of random videos 45:57 - Beehiiv and newsletters as business assets 49:49 - Why human stories beat AI and how earned media helps discovery 51:34 - How AI tools use earned media and websites to verify people 55:38 - Why companies should make internal people into stars 57:06 - Michael Hyatt’s move from personal brand to business brand 62:49 - Using back channels and case studies to support sale readiness 64:42 - Creating heat around a brand through visibility and speaking 67:19 - Talent attraction, retention, and employer brand 68:42 - Adam Robinson’s LinkedIn growth and startup content strategy 71:41 - What Trevor would do if asked to lead small business policy 74:09 - Where to find Trevor’s website and newsletter Notable quotes “We want to hear from the genuine people who have got something to offer.” “If you just do rollout paid ads and you have nothing underneath to back it up, you're gonna have to put your hand in your pocket for a lot longer.” “If you want to grow quickly from a low base, it's all personal brand. If you want to build to sell, it's the business brand first.” Thanks for listening. Visit the Owner To Owner Podcast website to subscribe, listen back, or check out any resources or information mentioned on the show. Search @ownertoownerpodcast on your favourite podcast player to subscribe and listen to the episodes. Reach out to Michael Kerr via the website if you need personal assistance or advice for your small business. michael.kerr@kerrcapital.com.au www.ownertoownerpodcast.com.au
