Here’s the thing most authors, experts, and entrepreneurs get wrong about PR: They think it’s about their message. Their book. Their story.
But great PR—real, earned-media-getting, audience-connecting, headline-making PR—isn’t just about what you want to say. It’s about tying your message to what the world is already talking about.
I say this all the time to my clients. If you’re not plugging into macro-level conversations—what people are Googling, posting, and panicking about—your pitch probably isn’t landing where it should.
Take a recent example:
We got our client, Dr. David Clarke, placed in Yahoo! Lifestyle and First for Women with a story on how stress might be the hidden cause behind weight gain.
Why did it land?
Because it wasn’t just “Here’s what I think.” It was, “Here’s how my expertise speaks to what millions of people are already searching for.”
In PR, timing isn’t just everything—it’s the only thing.
Search terms are your best friend. They tell you what people care about, what journalists are covering, and where your voice can add value.
1.
Scan the trends.
Use Google Trends or even the trending tab on X (Twitter) to see what people are buzzing about.
2.
Be relevant, not random.
Your pitch isn’t a megaphone—it’s a bridge between your expertise and their curiosity.
3.
SEO is PR.
Search terms are modern PR gold. Weave them into your pitches, articles, and media hooks. Not keyword stuffing—just real alignment.
When clients tell me they want to be in the New York Times or on Good Morning America, I always ask: What value are you offering to their audience right now? If your story doesn’t connect to what’s happening out there in the world, you’re shouting into the wind.
So the next time you’re thinking, “I want to get media coverage for my message,” ask yourself: Is my message attached to a bigger story?
Because the truth is: The media doesn’t care about you.
They care about them—their readers, their viewers, their clicks.
Your job? Make the connection. That’s what we do every day at Wasabi Publicity.
If you need guidance with your PR/Marketing journey, feel free to reach out. We’re here to help.
