🌟 Module 29: Authority Building

PR, podcasts, and local media wins that position you as the obvious expert.

⏱️ 60–90 minutes Difficulty: Beginner–Intermediate

By the end of this module, you’ll have a press-ready expert profile, a short list of local/media targets, 1–2 outreach pitches sent, and a simple system to turn interviews into content, leads, and clients.

2. Why It Matters

Authority accelerates trust. A single news mention or podcast episode can do more for your pipeline than weeks of social posts because it transfers credibility from known platforms to you.

For a health practice, being featured as a local wellness expert, guest speaker, or quoted source increases inquiries, raises perceived value, and shortens sales cycles—especially with corporate buyers who need proof you’re vetted.

3. Step-by-Step Guide

Create Your “Expert One-Pager” (Press Kit Mini)

Draft a clean, 1-page PDF/Doc: bio (75–120 words), 3–5 talking points, 3 sample episode titles or story angles, headshot, contact, and links (site, scheduler, socials).

Pro Tip: Add a one-sentence credibility line (e.g., “Board-certified coach helping midlife women reduce stress + improve energy”).

Identify 15 Targets: 5 Podcasts • 5 Local Outlets • 5 Niche Newsletters

Pick shows/outlets that already host your exact audience: city magazines, business journals, chamber newsletters, niche health podcasts.

Pro Tip: Prioritize “recently active” shows and reporters who’ve covered your topic in the last 60 days.

Match Angles to Each Outlet

Write a single sentence for each target: “For [Outlet], I can speak on [Angle] because [Reason/Proof].” Use local data or seasonal hooks.

Pro Tip: Tie angles to timely moments (back-to-school stress, wellness at work Q4, new-year energy reset).

Send the 5-Minute Pitch

Email or DM the editor/host with a short intro, 1–2 tailored angles, and your one-pager link. Ask for a quick “yes/no.”

Pro Tip: Subject lines that win: “Local expert idea for your readers” • “Timely wellness angle for your audience.”

Prepare a 20-Minute Interview Framework

Outline a mini-framework you can teach in 3 steps with one short story and one call-to-action (free assessment/session).

Pro Tip: Keep a 30-second origin story and a 15-second client win ready. Hosts love concise answers.

Repurpose & Capture Leads

Turn each appearance into 3 clips, 1 carousel post, and a newsletter blurb. Link to a specific CTA page (assessment, workshop, or consult).

Pro Tip: Create a vanity URL (e.g., /podcast) with a short form + calendar so every mention drives trackable leads.

4. Examples & Options

Example: Local Media Pitch (Email)

Subject: Timely story: Simple stress reset for busy workers in [City]

Hi [Name] — I’m a local health coach helping professionals reduce stress and improve energy in 4 weeks. With [timely hook], your readers may appreciate a short, actionable piece on “The 3-Minute Reset Any Employee Can Use Between Meetings.” Happy to provide tips + a quick case study. One-pager: [link]. — [Your Name]

Example: Podcast DM

Hey [Host] — Loved your episode on [topic]. I can bring a practical framework for [your audience]: “The 3-Step Energy Audit for Remote Teams.” 20 minutes, zero fluff, with a listener worksheet + CTA to a free assessment. One-pager: [link]. Open to it?

Your CTA Page (Wireframe)

Header: “Get Your Free Energy Audit” → 3 bullets of outcomes → short form (name/email/org) → calendar embed → social proof (logos/quotes) → privacy note.

DIY (Free/Low-Cost)

Build one-pager in Google Docs/Canva; find targets via podcast directories + local business journals; pitch 5 per week; record on Zoom.

Mid-Level (Affordable Tools)

Use podcast-guest marketplaces and journalist source boards; simple dynamic mic; Descript for editing; link-tracked CTA page.

Advanced (Premium/Outsourcing)

Hire a PR/podcast booking service for 4–8 placements/month; pro editor for reels & shorts; build a media page with past features.

5. Common Mistakes to Avoid

Generic pitches. Instead of a mass email, tailor 1–2 angles to each outlet’s audience and recent content.
No clear CTA. Instead of “follow me,” send listeners to a specific page (free assessment/workshop) with a scheduler.
Talking too long. Instead of rambling, bring a 3-step framework and 1 short case story.
Not repurposing. Instead of posting once, clip 3 moments + 1 carousel + newsletter snippet per appearance.
Zero follow-up. Instead of waiting, reply in 5–7 days with a new angle or timely hook.

6. Quick Win Highlight

💡 Quick Win: In the next 10 minutes, message one podcast host you already listen to with your top angle + one-pager link. Use the DM prompt → check the box → done.

Result: a warm invitation in their inbox today and momentum for more pitches this week.

💬 DM Prompt

Hi [Host]! I’m [Name], a [credibility: board-certified / specialty] helping [audience] achieve [result]. I’d love to share a concise, actionable framework: “[3-Step Topic].” Comes with a listener worksheet + free assessment link. One-pager: [link]. Open to a 20-minute guest spot?

Sent the DM Mark Complete ✅

7. Mini-Implementation Exercise

Fill this quick worksheet to lock your angles and targets:

Outlet/Show	Audience Fit	Angle/Headline	Contact	Deadline/Hook
Local Business Journal	Employers/HR	The 3-Minute Reset for Meetings	editor@…	Q4 wellness planning
[Podcast Name]	Remote team leaders	Energy Audit in 3 Steps	@host / email	New-year planning

8. Tools & Resources

Canva / Google Docs

Design a clean one-pager and media kit quickly with reusable templates.

Podcast Guest Marketplaces

Platforms like Podmatch or MatchMaker.fm help you find shows actively booking guests.

Journalist Source Boards

Q&A hubs (e.g., source request boards) to get quoted as an expert in articles.

Descript

Record, transcribe, and clip interviews into short social videos in minutes.

Calendly (Media Link)

Create a dedicated “Media Booking” link to reduce back-and-forth and increase conversions.

Google Drive “Press” Folder

Centralize your headshots, logos, bio, and one-pager for fast sharing.

9. Checkpoint / Success Criteria

✅ One-pager finished and saved in a shareable link.

✅ 15 targets identified (5 podcasts, 5 local outlets, 5 newsletters).

✅ 5 tailored pitches sent with timely angles.

✅ CTA page live (assessment/workshop) with scheduler.

✅ Repurposing workflow set: 3 clips + 1 carousel per appearance.

10. Summary & Next Step

Authority compacts trust—borrow credibility from known platforms.
A tight one-pager + targeted angles = fast yes/no responses.
Every appearance needs a trackable CTA page to convert listeners into leads.
Repurpose relentlessly to maximize each booking’s lifespan and ROI.

Next → Module 30 30 Creating Your First Community