Episode 1 Transcript:
This transcript was generated by AI, apologies for any mistakes
Pippa Goulden (00:01)
Hello and Welcome to Get Known, the private podcast for established, ambitious female founders who are ready to build their authority, get known for what they do and step into the space that's rightfully theirs. And if we haven't met before, I'm Pippa Golden, founder of the PR Set. I've spent over 20 years working PR in agencies, working on big brands with big budgets as a magazine editor and for the last five as the founder of the PR Set,
working with female founders to help them build their authority and get known for what they do. In that time, I've helped them land features on This Morning, Lorraine, The Times, Stylist, Psychologies, Grazia, you name it, they've been in it, speaking opportunities, podcast interviews, brand collaborations, but more importantly, I've helped them build businesses that attract the right clients and opportunities consistently without relying on Instagram or an algorithm that's not on their side.
This podcast series is for ambitious founders just like you. You know you're brilliant at what you do. You're fed up watching people with half your experience get the opportunities that are rightfully yours. You want to make an impact that's bigger than the sum of your parts and you know it's your time. You're done waiting. That is exactly who this is for.
There are five episodes in this series plus three bonus interviews with some of the incredible founders I've worked with so you can hear exactly how they've done it for themselves. Together they're designed to take you from wherever you are right now to having a really clear picture of how to build your authority, how to get known for what you do and what steps to take to get you there.
Pippa Goulden (01:35)
Before we get into the framework and the strategy, I want to tell you about a conversation I had recently with an incredible business owner. She's established, well-respected, has at least a seven figure business, genuinely brilliant. She's established, well-respected, at least
six figure business owner, genuinely brilliant at what she does. People in her world know it. She's got a reputation over years of incredible work. I've got to know her really well over the past couple of years and...
She told me in this conversation that she didn't do PR. She tried it before. She paid a PR agency thousands of pounds, got some random press coverage, personal stories that felt completely disconnected from her business, and it didn't work for her. It didn't do what she was hoping it would do. So she'd written PR off entirely and moved on. But as I sat there...
having this conversation with her, listening to what she was saying. I was thinking, but she is doing PR. I've been impressed with the PR she's been doing. She does it really well. She just didn't realize. And by the end of our conversation, everything had changed. Not because I taught her something new, but because I showed her.
what she was already doing and how it was working and how actually if she then amplified what she was doing already she would be well on her way to making PR work really effectively within her business and I think the same might be true for you if you are here now listening to this. Before we go any further I want to reframe what PR actually means because
I think a lot of founders are carrying a version of it in their head that looks like paying an agency thousands of pounds, getting random press coverage here and there, telling personal stories that have nothing to do with their business, spraying prey pitching to journalists who never respond, focusing on press.
And if that's what PR looks like for you, I completely understand why you've written it off because that's not what PR actually is, not really. When I talk about PR, I'm talking about third party endorsement. It's somebody else saying you're brilliant, somebody else putting you in front of their...
audience and saying I trust this person they know what they're talking about. It's you showing up in front of other people's curated trusted audiences in a way that builds trust and credibility for you. It's the difference between
marketing where you say, I'm the go-to expert in my field and somebody else saying it for you. And it's that somebody else saying it for you that is so powerful for your business. And when you think about it that way, you're probably already doing it. So like I said, PR can be pressed, absolutely, but there are lots of different ways that you can be doing this for your business and often ways that are going to shift the dial quicker and more effectively for you.
So let me give you some examples and see how many of these sound familiar.
workshops and expert sessions. When someone invites you into their community to share your expertise, that's PR. They're lending you their audience and their credibility. They're saying to their people, this person knows what they're talking about. You should listen to her. It's that third party endorsement.
podcast appearances. Every time you've been a guest on someone else's podcast, that's PR, you're reaching a warm, engaged audience who already trust the host. And those episodes keep working for you long after they're published. I know founders who are still getting inquiries from podcast appearances they did three or four years ago. And not even on the big Stephen Bartlett podcast, small niche podcasts can be so powerful for you.
Word of mouth and referrals, when someone recommends you in a conversation you're not even part of, that is your PR working hard for you, your reputation preceding you. People talking about you when you're not in the room, that is the goal with this work. One of the most powerful forms of PR there is, and most founders completely underestimate it. Speaking at events, whether it's a big stage or a small room, a keynote speech or a panel that you're sitting on.
Again, when somebody puts you in front of their audience as the expert worth listening to, it's that third party endorsement that works so well for you from a trust and credibility perspective. And being quote or tagged or recommended, even informally, being tagged in someone's LinkedIn post, recommended in a Facebook group, mentioned in a newsletter, all of it is building a picture of who you are and what you stand for. And of course, there's press as well. You know, there are so many opportunities across the press.
online and offline for you as a go-to expert to build that credibility piece for you. The question isn't whether you're doing PR. I'm sure that you are doing some of these things. The question is whether you're doing it strategically and then whether you're amplifying it and making it work really hard for you throughout your business.
The amplification gap is where I see most founders leaving the most on the table. They do the podcast, they share it once they move on. They do a guest workshop, they don't mention it again. They get recommended by somebody, but they never talk about it. And then they wonder why it's not building momentum. So going back to the business owner I mentioned, she has YouTube videos, podcast appearances, guest workshops in other people's communities,
A reputation that mean that people recommend her constantly. She built an entire authority ecosystem without even realizing it, but she wasn't making it work hard enough for her. She wasn't repurposing it. She wasn't referencing it in her marketing. She wasn't using it to open the next door. And that is the gap, not the doing, it's the amplifying. It's making sure when people discover you that they have
opportunities to deep dive into what you're about, into your authority, into the fact that you know what you're talking about. Bridging that trust gap is such an important part of what we do with this work. and I want to talk to you about why this matters more now than ever before. So let's put this into the right context of where we are in 2026.
We're in a trust recession. I'm sure you've heard people talk about this. Buyers are more skeptical than they've ever been. The guru in inverted commas of a few years ago are no more. Well, they're still out there, but people are not trusting them in the same way. People have been burnt by buying things that don't work.
They're not just seeing you on Instagram and deciding to buy. Five years ago, you could just have an Instagram profile or focus on LinkedIn, and that would be a way that you could sell, but it doesn't work like that anymore.
People aren't trusting in the same way. They're researching, they're deep diving, they're looking for proof that you know what you're talking about. Over 40 % of people research across multiple channels before making a big ticket purchase. They're not just looking at your social media, they're Googling you, they're searching for you on the podcast apps, they're looking on your website to see that there's more context there than just you saying that you're great. They're looking for evidence that you're the real deal.
And I want you through this podcast series to be thinking about what those authority levers could be for you. Where can you make sure that you are filling that authority gap for when your potential clients and customers are coming to find you? And within the context, AI is changing search too. So AI search aggregates authority markers, credentials, qualifications, press features, podcast appearances, speaking gigs, thought leadership.
credible places where you have built your authority. So if you are only visible on your own channels, you are increasingly invisible to AI search.
And as we move into the era of AI search, this is only going to be more and more important for you. So if all they do is find you on your socials, on your Instagram or on your LinkedIn, they might drop off. But if they find you on podcasts, in publications, on stages, being recommended by people they already trust, that is when that trust, that credibility is going to build quickly for you. That's when they arrive at a discovery call already knowing that they want to work with you. That was something that one of my one-to-one accelerator clients, Nicola said. She knows that
when she has a discovery call with people now, they are generally, they know that they want to work with her. They've done the research, they know what she's about. They're just doing that kind of last final tick box exercise. the gap between what your potential clients find when they go looking and what they need to find to trust you enough to buy, that's the authority gap.
and you're already closer to closing it than you think. And I want to make a clear distinction before we close this episode because I think it's a really important one. There's a difference between being visible,
and being known for what you do. Visibility gets you noticed for a moment. Authority makes you memorable. Visibility requires you to keep showing up, to be present, to show up on your stories, to show up on your socials. Authority works really hard for you, even when you're not. Visibility makes you one option. Authority makes you the obvious choice.
And so many people at the moment are talking about visibility. Most founders are focused entirely on visibility. I see it as people's word of the year in their goals, posting more, showing up more, trying to crack the algorithm. And I totally understand why it feels like the thing that we should be doing. But in 2026, visibility alone isn't enough.
The founders who are winning right now are building authority. They're creating the trust and credibility that means when someone finds them, wherever they find them, they know immediately that this is the person that they want to work with. And that's what this series about. And we start with what you've already got. So here's what I want you to do after this episode. Have a think about the PR you're already doing without realizing or without calling it PR. The podcasts you've been on, the workshops you delivered in other people's
referrals, the recommendations you're getting, the reputation you've built. Write it down because I guarantee you're sitting on more than you think. And in the next episode, we're gonna look at my full Get Known Authority ecosystem, the framework that ties all of this together and shows you exactly how to make it work strategically for your business.
Pippa Goulden (11:45)
And if this is resonating, if you're listening to this thinking, yes, this is exactly where I am and I'm ready to do something about it, I want to tell you quickly about my one-to-one accelerator. This is my most hands-on way of working with me. It's a bespoke three or six month programme where we build your authority ecosystem together, your strategy, your positioning, we look at the right PR opportunities for your business, the pitches to get you there.
I work with a small number of founders at any one time on a one-to-one basis so that I can really get under the skin of your business and make sure we're doing the right things in the right places. My Accelerator clients have landed features on this morning in national press. They've secured speaking opportunities, launched podcasts, won awards, and built the kind of internal authority that means that their ideal clients arrive already knowing they want to work with them.
If that's what you want, the link to book a discovery call is in the show notes. It's a relaxed conversation about where you are, where you want to get to, and whether we're the right fit. And I would love to hear from you. And if you're not quite ready for that level of investment yet, I also have my DIY PR membership, the PR set, where you get the knowledge, the tools, the media contacts, the community, and the confidence to start doing this work yourself. All the details are in the show notes too, but I will see you very soon for episode two.
