There was a time when top-tier media was not just the shiny prize. It was the thing that truly worked.
A big national TV segment on Oprah, a major newspaper feature in the New York Times, a splashy magazine placement in People, was big. These could bring broad visibility, real credibility, and meaningful momentum in a way that was hard to match. This isn’t empty prestige. There’s a reason people want it.
And even now, I still want big media for my clients.
It is hard to get. It is a real accomplishment. People notice. It can open doors.
When it happens, it should be celebrated.
But it does not tell the entire story, not today anyway, because I have seen something else happen too.
I have seen people feel thrilled over a major media hit, the kind of placement that makes everyone around them say, “Wow.” And rightly so. It is exciting. It is validating. It is impressive.
But when the dust settles, sometimes that is not the piece that brought the most business. It is not the one that sold the most books, and it’s not always the one that brought the most qualified opportunities.
Sometimes that honor goes to the industry trade piece, or the niche podcast, the specialized publication, or that outlet that fewer people have heard of, but the right people are paying attention to.
That is the part people often miss.
One piece makes everybody impressed. Another piece makes the right people respond.
Those are not always the same thing.
And that is where media strategy can get a little slippery, because ego definitely prefers the first one.
The recognizable logo is wonderful to see, and the prestige that comes along with it, and being able to say the big name out loud and watch people react.
But fit is what often produces the deeper result.
Fit is what reaches the people most likely to buy the book, hire the expert, refer the business, invite the speaker, or remember the name.
Fit is what makes the media hit useful, not just exciting.
Media Darling Moment: The best publicity is not always the one that makes people gasp. It is the one that makes the right person lean in.
This is not an argument against big media. If you know my work at all, I am all about top tier. Big media can be wonderful because it raises visibility, strengthens credibility, and creates momentum that is very real. I believe in it. I pursue it. And I absolutely celebrate it.
But I do not worship it.
Because a smart publicity strategy has to look beyond prestige and ask better questions.
Who is actually reading, watching, or listening here? Are these the people who care about this message? Will this opportunity lead to trust, traction, and next steps? Does this outlet fit the voice, expertise, and audience of the person being featured?
Those questions matter more than whether the name sounds impressive at a dinner party.
The truth is, media has changed.
There’s no question that attention is fragmented now. Audiences are more specific, and that means that trust is built differently now.
So yes, go after the big opportunities when they make sense. Absolutely. But do not make the mistake of thinking that a smaller outlet means a smaller result.
Sometimes the article in the trade publication outperforms the mention in the New York Times. Not because the Times is unimportant, but because the trade outlet reached the exact people who were ready to act.
That is the difference between publicity that flatters the ego and publicity that serves the goal.
And that is the difference worth understanding, because the real aim is not just to be seen.
It is to be seen by the right people, in the right place, at the right time, for the right reason.
That is where publicity becomes powerful.
To your success!
Joanne
P.S. When everyone else is chasing the same big names, sometimes the smartest move is quieter, more strategic, and entirely your own. When in doubt…go your own way.
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