Liz Nable is a former television journalist turned business owner who now specialises in helping entrepreneurs and small businesses to secure media coverage, build their public profiles, and position themselves as experts.
Drawing on 15 years in newsrooms, Liz shares insider tips on what journalists look for, how to craft a compelling brand story, and why being the face of your business is a powerful advantage in today’s media landscape.
Whether you’re overwhelmed by the thought of PR or wondering
how to get your story noticed without a big budget, this episode is packed with actionable advice on pitching, standing out, and making your business
unignorable to the media.
Key topics
1. Common Misunderstandings About Media & PR
Many small business owners perceive media and PR as overly complicated and too time-consuming to tackle alongside daily business demands
There is a misconception that you must know journalists personally or be an expert in PR to get coverage
Owners often underestimate the value of their own story and hesitate to be the face of their business, even though this human element is highly attractive to media
2. Effective Media Pitching Strategies
Make it about the problem you solve or the
issues in your industry, not just your product or service
Keep pitches concise—avoid lengthy, two-page life stories that overwhelm busy journalists
Tailor your pitch by understanding the outlet’s audience and having familiarity with their recent content
3. Building Authority and Consistent Visibility
Consistently pitch and show up in front of media professionals—being visible and easy to work with increases chances of being featured repeatedly
Use social media and owned channels (website, email list, podcast) to reinforce expertise and share your story, which can complement and amplify earned media.
Consider every piece of content or pitch as reusable across different channels, and repurpose ideas to maximize their reach
4. Trends and Evolving Media Landscape·
Journalists have a constant need for fresh content due to digital platforms, making it an opportune time for small business stories
There’s a growing appetite for authentic, human stories, especially those focusing on health, innovation, personal journeys, and cost-of-living challenges
Media is favoring independent, Australian-owned small businesses over faceless corporations, and human connection is more valued than ever
Timestamped overview
00:00 Introducing media expert Liz Nabel
03:15 Pitching to the Media
06:20 Tips for Effective Media Pitching
11:34 The power of human connection
15:59 Realizing the impact of business skills
18:08 Media Masters Academy for small businesses
20:41 Using the same content idea
24:59 Understanding Your Audience Online
28:35 Using social media for PR
30:55 Repurposing content for marketing
34:36 Growing interest in health media
39:59 Sustaining PR for small businesses
41:38 Sharing website and program info
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