I had a conversation with someone today who asked me a question I hear all the time from authors and experts.
“What kind of media can I get, and what will it do for me?”
It’s the first question people ask when they start thinking seriously about publicity for their book.
Will I get on TV?
Will I become a New York Times bestselling author?
Will podcasts want me?
Will magazines write about me?
Will this sell books?
Will it bring clients?
Will I become a thought leader?
Will it lead to speaking invitations?
Will anything happen from all this effort?
All good questions, and the answers have changed.
Years ago, publicity was often measured in a very direct way. You got the interview. You got the article. You got the radio segment. You hoped people saw it, heard it, clipped it, shared it, and especially you hoped they bought the book.
And yes, this still happens.
A good media placement can still open doors. It can still help sell books. It can still lead to invitations, partnerships, clients, credibility, and conversations you would not have had otherwise.
But publicity does something else now too. It helps create a public record of your expertise.
It gives people evidence of what you know, what you talk about, what you care about, and why someone might want to trust you.
And these days, people are not only searching the old way. They are asking AI tools for recommendations. They are asking for experts, book ideas, speakers, podcast guests, consultants, and trusted voices.
So the question is no longer, “Can we get you media?”
The better question is, “What do you want to become known for?”
That is where the strategy begins. Because without that answer, publicity can become a chase instead of a plan.
If you are an author or expert, publicity is not just about getting attention. Attention can feel good, but attention by itself is not much of a plan. You want to be thinking about this…
When someone hears your name, what do they connect you with?
When a reporter searches for a source, what topic should lead them to you?
When a podcast host is looking for a guest, what problem should make your name come to mind?
When a reader sees your book, what conversation does it belong to?
And now, when someone asks an AI tool about your area of expertise, is there enough evidence online to connect your name to that subject? Getting earned media is essential for this.
This is why the right media is so valuable.
A small, targeted podcast, a quote in an industry article, a guest essay, a local segment, a trade publication, or a thoughtful interview with the right audience can all help.
But if you’re thinking it has to be one giant placement or nothing, that thinking is outdated. Don’t get me wrong. We love huge placements. But those smaller bricks, one by one, can build a very substantial wall.
Each one adds to the trail.
They say, in different places and in different ways, “This person belongs in this conversation.”
If you are the stress expert for high-achieving women, the leadership expert on courageous conversations, or the financial expert helping families talk about money, each good media mention should point in that direction. Otherwise, you may be visible, but not necessarily known.
And that is the real work of publicity.
It is not always fireworks. Often, it is consistent showing up. Doing the interviews. Writing the articles. Offering the quotes. Those pieces can build credibility, recognition, and trust.
There is just one thing. You must be very clear about what you want the media to help you build. If your message is scattered, your publicity will be scattered. If you chase every outlet just because it is available, you may get attention that does not lead anywhere useful.
But if you know what you want to be known for, the right media can help reinforce it.
Of course, I will always talk through the kinds of media that make sense.
But I also want to ask a better question.
What do you want the media to help people understand about you?
Publicity is not just about being seen. It is about being seen for the right thing.
That is what turns a media mention into momentum.
Media Darling Moment: Every good media mention helps teach the world what to trust you for.
So before you ask, “What media can I get?” pause and ask yourself this question:
What do I want to become known for?
That answer will shape everything that comes next.
To your success!
Joanne
P.S. Good publicity is built one brick at a time, and the authors and experts who keep showing up are the ones who become known. I’m Still Standing.
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