Flying Solo

Making your small business newsworthy: Expert advice from Liz Nable

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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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