This transcript is generated by AI, apologies for any mistakes:
Pippa Goulden (00:00)
Hello and welcome back to the Get Known Private Podcast. If you haven't listened to episode one yet, I'd recommend that you go back and start there because it'll make everything in this episode make sense. So in episode one, we talked about the PR you're already doing without realizing it.
We talked about what PR actually is. We talked about the authority gap, that space between what your potential clients find when they go looking for you and what they need to find to trust you enough to buy. Today, I want to give you the framework that ties it all together because once you see this, once you understand how it works, everything starts to make sense. Please don't be put off by the phrase framework. I know it sounds really dull.
But I promise you it's not, promise you it will bring this to life and help you to see where the opportunities are for you to use PR, to build your profile, to get known for what you do, to build this authority. This is the get known authority ecosystem. And I want to start by saying something that feels a bit counterintuitive, but PR is not about press coverage. I know, I know, bear with me, but press coverage is one part of PR.
An important part, yes, for some businesses, depending on your objectives, your strategy, what you're trying to achieve. PR, like we talked about in episode one, is about building your reputation, getting known for what you do, building trust and credibility, becoming the obvious choice in your field. And that doesn't happen from one press feature. It doesn't happen from one podcast appearance or interview. It doesn't happen from any single thing. It happens from a system. I connected.
ecosystem of activity that builds on itself over time is what I call the Get Known Authority ecosystem and it has three pillars. Okay so the first pillar is your internal authority that is what you create and own the content and IP that demonstrates you know your stuff on your terms in your own words in depth and yes social media will be one part of that potentially but it shouldn't be your only thing.
So there are lots of ways you can do this and I'll list them out now. Don't freak out and think you have to do all of them because you absolutely don't. But this is the owned content, the owned things that you can have within your business that demonstrate your authority, demonstrate you know what you're talking about. It might be a podcast, it might be a newsletter or sub stack, it might be a piece of thought leadership, whether that's articles, opinions, your point of view on your industry.
frameworks and methodologies, your unique way of doing things. I have my Get Known framework, for example, white papers and original research, your own events online or offline, community, it might be a book, and most importantly, and this is the one thing that we definitely all have within our businesses, is you. Your story, your experience, your unique perspective, the things that only you know.
because of the sum of everything you've done to get you to this point now. Nobody can copy that. Internal authority is owned. You create it, you control it. It works for you even when you're not actively promoting it. In fact, that's what it's great for. It's great for filling that gap when people come looking for you. What do they find? What authority pieces are allowing them to get to know you, to understand the way that you approach things?
to really get to the bones of how you work in your industry. Pillar two is your external authority. So what others are saying about you. This is what we were talking about in episode one, third party endorsement, the credibility that comes from someone else putting their name next to yours from them saying this person knows what they're talking about. So this could be press coverage, national, online.
trade, consumer industry, podcast guest appearances on other people's shows, speaking industry, speaking opportunities, panels, being invited onto someone else's stage, awards, brand collaborations, being quoted as an expert, broadcast, it might be TV and radio, networks is something, another one being known and recommended in the right rooms.
And the difference between internal and external authority is when you say you're brilliant, that's marketing. When someone else says you're brilliant, that's PR.
And so you can see having the internal authority things that you own and the external authority pieces, which is where you're tapping into other people's audiences together, create your authority ecosystem. And they actually feed off each other really well. And the third pillar of the get known authority ecosystem, which is the piece that most people forget
is amplification. It's the one that makes your internal authority and your external authority work really hard for you. So you get the press feature, you share it once you move on, you do the podcast appearance, you maybe mention it on your stories, you forget about it. And then you wonder why this work isn't building momentum. so the amplification piece is the strategy of making every single piece of authority that you're building in your business work.
across every layer of your business, again and again and again. It's repurposing your podcast into social content. It's referencing your press features in your email sequences. It's using your speaking gig footage to pitch for the next speaking gigs. It's adding your As Seen in logos to your websites. It's letting one thing open the door to the next thing.
And it's allowing you to build that authority when people are coming to find you because they can see all of these different internal and external authority moves that you've been making. And when all three pillars are working together, when your internal authority is feeding external opportunities, your external authority is amplifying your internal content and you're making it work really hard across the different areas of your business.
That's when the compound effect kicks in. That's when people start saying, I keep seeing you everywhere. That's when clients arrive at discovery calls already knowing that they want to work with you. It's when you stop chasing and start being chosen. And I see this shift happen with the people that I work with. At the beginning, it feels a bit like, you you're pushing the snowball up the hill.
but you get to the top of the hill and slowly it starts building momentum and people start coming to you. They're asking you to be on panels. They're asking you to do speaking opportunities. They're wanting to connect with you because they are seeing you in multiple times, in multiple places. Now I know what I've just said to you might make you think that sounds exhausting, but it doesn't have to be. Not when it's done really strategically with a purpose in mind.
when it's done very deliberately, rather than you throwing spaghetti at the wall and seeing what sticks. I mean, I am an advocate for trying things, absolutely, but only really strategically. And when you have a strategy that allows you to focus on what's gonna work for your business, it allows you to focus on what's gonna reach your target audience, that allows you to focus on activity that's actually gonna shift the dial for your business. You're not wasting time on stuff that isn't.
I So let me tell you what a working authority ecosystem actually looks like because I think actually hearing it in real life.
will make it land differently. I promise you, it doesn't have to be that mega amount of work that you are maybe sitting there panicking, now I've listed out all those things, because you absolutely don't have to do all of them. Let me tell you about my own authority ecosystem. So I have my podcast, PR Made Simple, which people discover me through, which lets them deep dive into how I think about PR, authority, getting known for what you do.
I write thought leadership. for example, I did a strategic piece for startups magazine on authority versus visibility just before Christmas. And I very, very deliberately got that piece strategically because I knew that in 2026 I wanted to be having this conversation about authority and visibility. I knew it was going to be the main focus of my marketing and the conversations that I was having.
with lots of people in lots of different areas. So I really focused on being able to strategically place a piece of press coverage that gave me the credibility, which allowed me to kind of deep dive into that subject. I'll link it in the show notes so you can have a look at it. And since I did that in December, I've used that piece strategically through my marketing for months. I haven't just done it once and posted it on LinkedIn and gone, yay, look at this.
I've used it in my marketing for launches I've done when I want to engage people around the topic. I use it to remind people that I know what I'm talking about.
I do speaking and workshops. They're a real core part of my PR strategy because I know that they work for me. I do strategic press. I host my own event. So I do an event called Get Known In A Day. I'm launching Get Known Live very soon. And I amplify all of it in my emails, on my socials, in my pictures. And I want to tell you a little story because there was a speaking opportunity that I wanted to do and I thought about it for three years.
three years. I did not take a spoon of my own medicine. There's me telling everyone to pitch themselves and put themselves forward for things and I wasn't doing that. And I had a word with myself and I realised that I was getting in my own way massively and There will be an episode coming out on the mindset stuff. Don't worry, it's there because it's what most of us need. But I had a real...
talking to myself and I pitched myself for this speaking opportunity. And within two weeks I had a phone call with the event organizer and I was booked to do the speaking opportunity within two or three weeks of me pitching. And I did that speaking opportunity last January and I cannot tell you how much it changed my business in terms of momentum building, creating more opportunities.
really allowing me to put my stake in the ground, really positioning me as a go-to industry expert and the result was, you know, a year on I've just had my best quarter ever, I've had my best year ever and it wasn't because of that individual speaking opportunity but it was because I started the ball rolling and I put myself out there and I was able to secure that speaking op which I know has really helped me to
to raise my profile and get known for what I do. Nicola Pye, who you will have access to the interview with her, she's a leadership coach. So when we were working together in my one-to-one accelerator, Nicola launched the purpose papers. This was a series of thought leadership pieces that became her stake in the ground as an expert in purpose-led leadership. She hosted a VIP event around them. She got national press. She won awards. She's done podcast interviews.
And the result in her own words, you'll hear her talk about this, is that clients arrive at discovery calls with her already knowing that they want to work with her. The call's almost a formality and that is Nicola's authority ecosystem working for her so effectively. And Dr. Lizzo Reardon, who is a go-to breast cancer expert, she started with 2000 followers when she first started doing this work. But over time she has built her authority ecosystem
books, podcasts, YouTube, strategic press, and now she's regularly working on TV, working internationally, being approached by journalists when a story breaks because she is the go-to expert in her industry. But she didn't start there. She started where you are. She started trying to figure this all out and get known for what she did, and she started with 2,000 followers. When we worked together, she was a lot further on, absolutely.
but we really worked together in my one-to-one accelerator to help her build her profile, to help her capitalize on ⁓ October's Breast Cancer Awareness Month, to help her promote her second book and to really step into those shoes as the go-to industry expert. And since we work together, she is absolutely flying. So again, I'd really recommend you listening to that episode too.
So let's bring this back to you. I want you to think about your own get known authority ecosystem. What internal authority do you already have? Have a think about it. What have you already built? You might be starting this from scratch. You might not have a podcast or a book or anything like that. Absolutely fine. But you do have you, you do have your expertise and that is a really great place to start. Then look at the external authority. What have you earned?
Where have you been featured, spoken on, guested, recommended? What are you not amplifying? Because I guarantee there's something sitting there that you did once, mentioned once, and then moved on from. That's your quick win. That is how you can start building your authority ecosystem. Don't get me wrong, building your authority ecosystem just doesn't happen overnight, but it happens when you start. The goal isn't to have everything, it's to have the right things for your business.
working together strategically so that they allow you to build that authority ecosystem. And in episode three, we're going to get really practical about how to figure out what the right things are for you, how to build your PR strategy, how to find the right opportunities, how to start pitching yourself for them. And if you're listening to this thinking, I want to build this, but I need the support doing it, that is exactly what my one-to-one accelerator is.
It's a bespoke three or six month program where we build your authority ecosystem together, your strategy, your positioning, the right opportunities for you and your business and the pitches to make them happen. My Accelerator clients are landing, national press, speaking opportunities, podcast features, but more importantly together we are building businesses that attract the right clients consistently. The link to book a discovery call is in the show notes. I'd love to have a talk, but.
I will be back again very soon with episode three for you.
