Publicity is not a vanity project. It’s how the right people discover you, trust you and eventually choose you. If you want to be seen as a genuine expert, you need to show up in the places your audience already looks. That’s where smart publicity earns its keep.
Here’s a practical breakdown of how to raise your profile in ways that feel human (sooo important right now!), doable and tactics that actually move the needle.
Why publicity matters
Think of publicity as the bridge between what you know and the people who need to hear it.
When a reputable outlet quotes you or features you, it fast tracks trust. (It also separates you from the sea of experts who quietly hope someone will notice them.)
Publicity is rarely about shouting. It is about being findable, credible and useful. (And quotable, but more on that later.)
1. Clarify what makes you the go to
Every expert has a hook. Your job is to articulate it.
In other words, explain what you do better, faster, or more insightfully than your competitors. What problems do clients keep thanking you for solving.
Your value proposition is to showcase in the clearest way possible why someone should pick you.
2. Shape a story worth sharing
Journalists want stories, not CVs.
Start your story with the bits that make people lean in. (This is particularly important when you’re creating your ‘Expert Profile’, as this is what your short story should be about.) What challenge did you crack. What turning point changed the way you work. What shift in your industry are you spotting that others have missed.
Stories are powerful tools for connecting with people on an emotional level, making your expertise more relatable and memorable.
Keep it simple, human and specific. Stories stick.
3. Build real relationships with journalists
Journalists can spot a transactional pitch from a postcode away.
Follow their work, share it, respond thoughtfully and be helpful, even when you’re not pitching anything! Then, when you do reach out, tailor your note so it’s obvious that you know what they cover and why you are a fit.
Over time, you become a trusted source, rather than a random name in their inbox. (Which also means they’re more likely to open and read your email pitch.)
4. Use media releases only when there’s actual news
Despite all the criticisms of the tool, a media release still works when it’s genuinely newsworthy.
But there are a few guidelines to follow. You must:
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Keep it sharp
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Lead with a headline journalists would write
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Answer the basics in the first paragraph
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Add a useful quote or more
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Add any facts that support the story
Finally, make sure you send it to people who cover your space. (If you need to follow up, which is likely, follow up politely, and offer something extra as a basis for the follow up.)
5. Let social media carry some of the load
Without a doubt, social media is the quickest way to show what you know.
Use this medium to share short insights, practical tips, news reactions and behind-the-scenes context.
Most importantly, be consistent and conversational. And engage! A steady stream of useful content does a lot of heavy lifting for your reputation.
6. Host events or webinars
Events and webinars let people experience your expertise IRL or as close as they can to it. They also give journalists and peers a reason to notice you.
Make sure you keep them practical, interactive and tightly focused on solving the one key problem your audience already cares about. (Then share the replay widely!)
7. Create content that actually answers questions
Valuable content is simply content that helps someone. Articles, videos, podcasts, checklists, templates. But make sure to use a format that suits you and your audience.
Most importantly, make sure it tackles a real question your audience has.
And always use clear language, real examples and offer practical takeaways. Over time, this builds authority without the need for any hard sell.
8. Partner with influencers and other experts
If someone already speaks to the audience you want, why not collaborate? This could be in the form of guest interviews, joint webinars or just shared content.
Partnerships widen your reach and introduce you to new communities who are already primed to trust you.
9. Watch what’s working
Track your mentions, engagement, website traffic, call out response successes and pitch success rate and any spikes from any media appearances.
The data will tell you what to do more of and what to quietly retire.
Publicity is part science, part stamina. Keep refining.
10. Stay consistent
Publicity is definitely NOT a one weekend hobby. It’s a rhythm.
Show up regularly, keep offering value and nurture your relationships.
Over time, momentum builds. Trust that the work you did this year will start paying off next year, and you will become the expert journalists reach out to first.
Final thought
Building visibility is not about chasing fame.
Instead, it’s about making it easy for the right people to find you and trust you.
Start with one strategy, build your confidence, then layer in the others. The experts who stay useful will always be the ones who stay visible.
PS: Are you receiving free publicity opportunities, straight into your inbox?
No?!! (Wha?)