A large majority of AI citations reportedly come from earned media, not social posts, not even a business's own website. Sana sits down with Kate Engler, founder of The Publicity Princess and dubbed the "PR Antichrist" by a senior journalist, to talk about why the traditional PR agency retainer model shuts most small businesses out of publicity, and how founders can generate their own media coverage instead.

Kate shares real examples of clients who landed national coverage without paying an agency, the biggest pitching mistake business owners make, and why journalists actively blacklist AI-written pitches.

About the Guest:

Kate Engler is the founder of The Publicity Princess, with 30 years of experience in PR and publicity. A senior journalist dubbed her the "PR Antichrist" for challenging the traditional retainer-based agency model. She runs the Meet The Press Masterclass, training business owners to generate their own media coverage. Her clients have appeared on The Project, A Current Affair, Sunrise, and in outlets like The Age and The Sydney Morning Herald.

Key Takeaways:

• Earned media reportedly accounts for the large majority of AI citations, far more than a business's own website or paid ads, according to industry research Kate references
• Journalists aren't there to promote a business, they're there to inform readers, so pitch the underlying issue or trend your business addresses rather than your product or service
• Reframe your pitch from a "this is what I do" lens to a "news they can use" lens, centered on a problem, trend, or issue in your industry
• Avoid using AI to write media pitches, journalists report rejecting AI-generated pitches and blacklisting senders, though AI can work in your favor once genuine coverage already exists
• Building media relationships takes ongoing effort: be generous with journalists' time, stay reliable, and become a go-to voice in your field rather than chasing one big feature

Connect With the Guest:

Website: https://yourpublicitylab.com

Business: The Publicity Princess

Program: Meet The Press Masterclass

LinkedIn: https://www.linkedin.com/in/kate-engler-4899482/

Episode Chapters:

[00:00] Why 82% of AI Citations Come From Earned Media

[01:15] Meet Kate Engler, the "PR Antichrist"

[02:27] From PR Agency Insider to Industry Disruptor

[06:30] Why Earned Media Beats Ads and Even Your Own Website

[10:02] The Biggest Mistake: Pitching Journalists Like Customers

[21:12] Why AI-Written Pitches Get You Blacklisted by Journalists

[25:43] Building the Long-Term Habit of Earned Media

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