In this episode of the Built By Love Podcast, host Daniel Bussius sits down with PR and publicity veteran Dick Grove to demystify what most business owners get wrong about public relations. Dick explains why PR is far more simple than people assume, and why the best campaigns are not built on hype, puffery, or press releases, but on one foundational question: what is the real news value of what you’re trying to say?Dick breaks down the difference between PR as an umbrella and publicity as one of its most powerful tools, clarifying the roles of earned media versus paid media. He shares how great publicists think like the media, not like the client, and why the ultimate edge comes from understanding what reporters need to do their job and what makes a pitch rise above the thousands they receive.The conversation explores:

1. Why earned media is about earning attention and credibility, not buying it
2. How to find the “kernel of news” inside a product, company, or founder story
3. Why press releases are often ineffective and what to do instead
4. The psychology of pitching: making the reporter a hero with their boss
5. When PR makes sense for a business and how to build campaigns with longevity
6. Why third-party credibility is one of the most valuable assets in marketing

This episode is a must-listen for entrepreneurs and business owners who want PR that actually works, built on truth, clarity, and story, not noise.

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