ļ»æThis transcript was generated by AI - apologies for any mistakes
Pippa Goulden (00:00)
Welcome back to the Get Known Private Podcast. This is the last of the five core episodes and I want to use this really properly because you've got everything now. So it's all about taking everything that we've learned over the last four episodes and turning that into action for you in your business. Everything I do in the PR set is about action. It's not about courses that gather dust in your inbox. It's about setting you up to get the results for yourself.
So in episode one, you found out that you're probably doing bits of PR already in your business. You're not just doing it strategically or proactively. You've not thought about it in a way that's actually gonna shift the dial for your business, but you've shown probably that you know that you can do it for your business. In episode two, you've got the framework, the whole authority ecosystem, internal, external, and how to amplify it.
Then in episode three, we got practical with your positioning, your strategy, your hit list, the actual pitch that you're going to send. And then in episode four, we got honest about the real thing that's stopping you and holding you back. And it's never about whether you're good enough, it's about you putting on those big girl pants and taking the action to make it happen. So today isn't a whole new lesson. Today I want to pull all of that together into something that you can actually go and do.
because like I said, everything in the PR set is about taking action. This is about building up to incorporate this as part of your core growth strategy for your business because that is what actually gets the results for you. It's not about a random bit of press coverage here and there. It's about doing things that are actually going to help you grow and build your business.
And I want to show you what actually changes when you do it in a few different shapes because it doesn't look the same for everyone. I want to tell you what happened when I did exactly this in my own business. And then I'm going to give you a walk through the week ahead properly because knowing what to do and then actually doing it are two very different things. And I really want to help you close that gap.
So let's pull out each of the key thing from the episodes, because I want this to stick, I don't want it to wash over you. From episode one, the thing that you know is this, you're already sitting on more authority than you think. The previous PR you've done, whether that's podcasts you've guested on, the workshops you've delivered, the referrals you get, the reputation you've built already, you are not invisible. I want you to remember that. This is not about visibility, this is not about getting seen, this is about getting.
known. It's about authority building, about credibility, about building trust, about incorporating it as a core growth strategy for your business. Showing up on Insta Stories isn't going to do that for you. This is the work that actually delivers when you're getting known for what you do and that's your starting point. You're not starting over from scratch, we're not reinventing the wheel, it's building on what you've already got within your business.
And from episode two, you have my Get Known Framework, the internal authority, the stuff that you own and create, external authority, the third party endorsement, other people vouching for you. And don't forget the amplification, the piece that almost everyone forgets to do, making every single thing you do work hard for you throughout the comms, throughout your business. Instead of just posting about it once and forgetting about it, making it work hard for you.
And from episode three, you know that random PR doesn't work, but strategic PR does. Remember your business objectives and your target audience that gives you that PR plan. Don't overcomplicate it. You know how to build your hit list. You know where to start, three publications, three podcasts, three people that you want to get in front of. And you know what makes that pitch land now. Short, bespoke, about them, about how you can help them to do their job.
not just about you. Remember to try and forget your own agenda. I know it's really hard, but make it about the end listener, the end reader, the end person that is hearing what you've got to say. What did they want to know about? How can you help that journalist or that podcaster or that stage organizer to do their job?
And from episode four, you know the thing that's actually been getting in your way, not capability, not permission, not even time, not budget. You know now that nobody's gonna come and tap you on the shoulder and ask you to do something. And you know that confidence isn't the ticket in, it's what you get handed when you've already done this work. So pull four of those things together and there is generally nothing left to learn before you start, there is only the doing.
And I want to paint a picture for you what's waiting on the other side of doing this work because I think it helps to know what you're actually working towards. I know it can feel like it's another thing to do on your to-do list that it's, you know, is it worth you investing your time doing it? And it doesn't look the same for everyone. And I think it's really important to acknowledge that too. You you see all the gurus on Instagram saying, I can promise you X amount of months and do this and this is what will happen to your business, you know.
PR doesn't work like that, but I think most things in business don't work like that. We all have our own individual businesses. You what works for one person doesn't work in the same way for others. But the things that I do see time and time again in the way that this PR work works is building trust, building authority, building credibility. And those are key for your business in 2026 and into 2027 to get known for what you do to stand out against competitors.
You know, your discovery calls start to feel different. People arrive knowing you, knowing how you work, knowing your approach. They've done the research. They already know that they want to work with you. Your content gets easier because you're not starting from zero every time you open Instagram or LinkedIn. You're amplifying what you've already built, the press features, the podcast episodes, the thing you did last month or the months before that are still working for you now.
And that positioning piece, just knowing what you want to get known for makes everything else that little bit easier. Social media stops being the whole strategy and it becomes what it should always have been, your shop window, a layer in your marketing, not the foundation that everything else rests on, not the thing that you're having to rely on, battling an algorithm day in, day out, because none of us are enjoying that right now.
You know, your pricing power shifts because premium pricing stops feeling aspirational. It starts feeling obvious because you're aligning your authority with your expertise and the impact that you make. And let me show you what that looks like in practice because like I said, it takes different forms. So take Priya from Pee Pee. know, she makes beautiful home accessories from Pre-Love Saris. She's a product business and she's got an amazing way of getting her products out there, getting them talked about in the right places, all the product placement she does.
but she's also really good at building her profile, at getting the relevant stories within her business talked about in the right places. Her grandmother teaching her to sew, the women's cooperative she works with in India. She's pitching herself alongside her products, not just relying on the products alone. And that PR that she's done has led her to being stocked in John Lewis. She featured in their Christmas campaign, stocked in the V &A and in the National Trust.
That doesn't just happen from one lucky pitch, right? It happens because she's built her PR over time. She's created momentum and she's created more and more and more opportunities for herself and her business. You know, the other thing to remember is that you can't predict some of this stuff that happens when you do PR. You can't put it into your marketing plan. So take one of my DIY PR members. She got a article in the Daily Telegraph, a really strategic piece about her business.
That was then read about by the producers of BBC Morning Live. They called her directly. She ended up going on national television, being filmed in her offices, talking about her business for one piece of press that she'd worked hard for. And that is the magic of PR, okay? You don't know always what's going to happen from it, but you do know that if you're not doing it, those opportunities are not going to come your way.
Carly Corrigal, a fitness expert, she's done so well building her authority consistently over time through her own thought leadership, podcast guesting, hosting her own podcast, being findable, getting great authority building coverage for herself. And now, when something relevant breaks, story's relevant.
Journalists come to her to comment on it. She doesn't always have to pitch herself all the time. She's being found by them. She's built relationships with them. She's getting regular press coverage that show her expertise, that show her authority, that is working within that authority ecosystem so that clients are coming to her wanting to work with her. Different industries, different types of businesses, different starting points.
completely different versions of what success looks like for each of them, but the same thing happens every single time. They've stopped waiting and they keep going consistently past the point most people give up. When people tell me that PR hasn't worked for them, it's usually because they've sent a few pictures and not heard back. Everyone in my world who gets results keeps going. I see that time and time again. They don't give up too soon and that is the key to this work.
And I also just want to tell you a little bit about what this work's done for my own business because about 18 months ago, I made the decision to do everything that I tell you to do. I mentioned it in the last episode. I sat on that speaking opportunity for three and a half years. You've heard the story. I eventually sent the fucking email. I did the talk and what came from that opportunity wasn't just the speaking in the room itself. It was everything that followed.
It helped filled spots in my membership, it filled spots in my Get Known program, but more importantly, it gave me momentum and the material to build all sorts of different things within the business. It brought new accelerator clients, whether people had seen me on the stage or had just seen the way that I'd amplified it through my business. None of that really was in the plan when I sent that first email. I just knew I needed to stop sitting and waiting for it to happen to me.
And as a result of doing that talk and the momentum that it's been building consistently in my business from then, my previous year's revenue grew by 40%, not because I found some clever funnel or cracked the algorithm. It was because I stopped sitting on the things and holding myself back. put myself forward, my energy changed. There was a shift in the way that I approached my business. People have told me that they saw that shift happen. I said yes to the things that scared me and I sent.
what I had been overthinking in my head, I stopped thinking about it and I made it happen and it built from there in a way that I've told you it will for you too. So my previous year's income grew, like I said, by 40%. I hit the revenue target by four months early. And then Q1 of this year was my biggest quarter ever. Like this isn't just accidental. This is very intentional. It's the energy shift, the showing up.
The believing in myself has made a massive part in this, but it's also about doing the work and making things happen for this. And I see this time and time again with the clients I work with. I'm not telling you this to show off or to be a big head. I'm telling you this because this series really only means something if I can show you that it's not just theory. I did the thing, it worked, and it keeps working because that's how PR works for you and your business as a core growth strategy.
It doesn't just stop after one win, it builds into the next thing and the next. And before I give you the plan, what to do next, I want to talk about one thing that I think gets missed. You don't have to start with the biggest, scariest opportunity on your list. know, absolutely jump in and go for it if you want to. But if it's holding you back, because that's just a bit too much, then start smaller, yeah?
Pitch this niche podcast first, pitch the smaller publications, the industry newsletters. Often, those are things that really shift the dial for you anyway. Look at your own network. That is a brilliant place to start. People you already know who could use what you do. Where do you align? Whose dance floors can you go dancing on? Where can you cross-pollinate in terms of audience? Because every small yes,
does that thing of building your confidence for the next ask, for the bigger ask. It's not a one and done, it's a build, right? I want you to remember that. Exactly the same way that Dr. Liz O'Riordan built from 2,000 followers on Twitter to being the go-to media person talking on Lorraine, working in US television. exactly the same way Nicola Pye built from one series of white papers.
Nobody starts on the big stage, they work their way there and it happens faster than you think once those first few yeses land. But you've got to be taking the action to get those yeses in the first place. So now I want to be really practical for a second because I know exactly what's going to happen to you after you finish listening to this, you're going to feel fired up.
generally, maybe for an hour, maybe for a day, and then things will get in the way, a client's gonna need something, an email's gonna land that needs answering, the pitch that you are gonna write is gonna slide down that to-do list, not because you've decided it's not important, but because something else gets in the way, and then nothing forces it back up onto that list again, right? So I want you to notice that happening, and when it does, because it will,
happens to me all the time, it's not a sign that this doesn't matter to you at all, it's just what always happens to the thing that doesn't have a deadline attached to it or a focus or a target, okay?
Which is why I'm not telling you to think about this at some point in the future. I'm telling you to get on and take action this week. While these episodes are fresh, while you can still feel that bit of fire, and if that voice turns up, that one that says, maybe next week once things have calmed down, I want you to recognize it, I want you to acknowledge it, it's not a legitimate reason.
It's just the same fear that you've been sitting on for weeks or months or maybe years like me. I want you to take the bull by the horns and make this happen for you because you are the only one holding yourself back. So here's what we're gonna do this week. Let's get really granular with this. Number one, go back to that list you started in episode one.
Everywhere you've already shown up as an expert without realizing, those are your proof points for your next pitch. Show yourself that you can do this work and it's worth doing. Number two, look at episode two and your authority ecosystem. What's the one thing that you did once and never mentioned again? That's your quickest win, right? Amplify it this week. You don't need new content to remind people why you're good at what you do. Make sure that you have taken all the things that you've done and you've got them.
in your comms, in your marketing, in your consumer journey, can they find those things? Can they see what you've been doing? Number three, pull up your hit list from episode three. If you haven't built one yet, do it now. Start with three, three publications, three podcasts, three people to reach out to. Pick the smallest, least terrifying one to start with and reach out to them. Number four, write the pitch. Short, bespoke, about them, not you. Look at how you can help them Remove your agenda.
Give yourself one read through, not 27, and then send it. Don't let it sit in your drafts. Don't spend an hour on it. That is way too long. You absolutely don't need to be spending that long writing these pictures, okay? And number five, send the fucking email. Today, if you can manage it, this week at the absolute least.
I know I'm sounding really bossy here, I'm sorry, but what I want you to do is just to send an email. Start making it habit, start building it into your day. Make it something that you prioritize rather than just think about. And think of all the time that we spend overthinking all of this stuff is such a waste of our brain power. Take that energy and get behind it and actually send those emails. That's it, it's simple. It was never gonna be more complicated than that.
So this is me asking you directly, what is the one thing you've been sitting on? The pitch in your drafts, the podcast you know you'd be brilliant for, the talk you've been telling yourself you're not quite ready for. Pitch, pitch to the specific one. Actually pitch it right now before you do anything else and let's get on and send it. You've got five episodes of everything you need behind you now. There's nothing left to learn that's going to make this feel safer or easier. The only thing that changes anything from here is whether you take the action.
Now I know some of you are listening to this thinking that's all well and good Pippa, but I don't actually know which three publications or which podcasts or which three people to pitch to, or you've written the pitch and you're sat there second guessing it, wondering if the angle's actually right, if you've picked the right person to send it to, if it's good enough. That's not failure, that's not you being incapable. It is really normal and it's exactly the bit that I help every single day inside my one-to-one accelerator, inside my DIY PR membership.
Knowing what to get known for knowing exactly who to approach and how having someone to look at your pictures and tell you Honestly, whether it's landing before you send it You don't have to work that out alone, right? Because when it's done properly with the right support behind it This is what it actually looks like My clients have been on this morning in stylist in Psychologies in the Times in Grazia in all those places that you see your competitors and think my god What are they doing?
It's not because there's a secret formula that I'm not telling you about or a special source. It's because they've taken the action consistently with someone alongside them, making sure the positioning was right, the pitch was strong, and it actually gets sent instead of being thought about. And this is all completely available to you. If what this series has shown you is that you want to build this properly strategically with someone in your corner, making sure you don't let another opportunity slide for three and a half years, that is exactly what my one-to-one accelerator is for.
your positioning, your strategy, pictures, making sure they get sent. The link to book a discovery call is in the show notes. I also have my DIY PR membership. If you want to self start on this, if you want to get going and have the umbrella support of the membership to help you make it happen, come on in and have a look at that. And if you want to hear more from Liz, Anna and Nicola telling their own stories in full.
In their own words, those bonus episodes are exactly that and it's really worth spending the time listening to them because all three of them are so inspirational and it is so helpful to hear this happen from people who've actually done the work and made it happen for themselves and got the incredible results. So thank you for your time. Thank you for being part of this Get Known Private podcast. Now all that's left to do, you know it, is to go and send the fucking email.
