Summary of "From Unknown to Unstoppable"

Podcast: Pitch Me
Host: Kayvon Kay
Guest: Jill Lublin (Mrs. Publicity, author of Guerrilla Publicity)
Date: September 2, 2025

Episode Overview

This episode presents an unfiltered, tactical look at the world of publicity – what it really is, why it matters, and how anyone can harness it to scale their business, build trust, and get known. Kayvon Kay welcomes Jill Lublin, renowned publicity strategist and author, for a deep-dive on free and authentic strategies for gaining earned media attention, creating powerful messaging, and avoiding the pitfalls of inauthentic “fake it till you make it” branding.

Key Discussion Points & Insights

What is Publicity and Why Does It Matter?

• Definition & Impact:
  • Publicity is about more than marketing or sales; every interaction (Zoom, coffee shops, airports) is an act of publicity because you’re always representing your brand and business. (02:41)
  • "Is publicity going to get you sales? Yes. Will it get you prospects and clients? Yes, it will. Will it grow trust in the marketplace?... Oh, yes, it does." – Jill Lublin (02:41)
• Trust Factor:
  • Earned publicity (such as interviews and media features) builds trust more than paid placements, because it's viewed as credible and authentic. (03:51, 11:42)

Core Elements of Effective Publicity

• Message Consistency & Flexibility:

  • Crafting a clear, consistent, and persistent message is crucial, but learn to tailor your story for different contexts (e.g. seasonal/heritage months) to "use everything you've got." (04:22)
  • Example: Shifting a narrative for Black History Month landed a communication coach features in top Black publications. (04:22)

• Authenticity Over Artificial Perceptions:

  • There’s a clear distinction between genuine brand elevation and manufactured “fake” influence (e.g., staged luxury photoshoots).
  • "Be authentic to your message. Who you are. Who you are. That's scamming. And my clients don't scam." – Jill Lublin (08:48)

• Brand vs Publicity vs Marketing:

  • Publicity is a branch in the larger marketing tree; it’s not the same as branding or marketing.
  • “There’s a big tree called marketing… and in the tree called marketing, there’s a branch, a very important branch called publicity.” – Jill Lublin (10:24)

Strategic Publicity Tactics

• Leverage Media Calendar Opportunities:

  • Utilize resources like NationalDayCalendar.com to strategically tie your story to specific holidays or recognition months that relate to who you are or what you do. For example, align a kindness book with World Kindness Day or an ADHD expert with ADHD Awareness Day. (13:16)
  • Act months (3-9) in advance for maximum exposure. (15:21, 15:34)
  • “Use everything you’ve got. That’s a demonstration of that.” – Jill Lublin (14:30)

• Go Local to Go Big:

  • Start with local media (regional newspapers, business journals, TV affiliates). National media often find guests through local spotlights. (16:43)
  • “Funny enough, when you’re in local, you get picked up national and international because… they are looking for you experts who are featured in different places.” – Jill Lublin (17:16)

• Publicity is Not Social Media:

  • Distinct from social media—posting on your channels ≠ publicity.
  • “Social media is not publicity. Please. You are not doing your publicity if you think you’re doing social media, you just aren’t.” – Jill Lublin (13:01)

• AI and Publicity:

  • Search algorithms and AI boost visibility for those featured in earned media.
  • "Guess how AI is finding people? Through their publicity." – Jill Lublin (10:24)

Paid vs Earned Publicity

• The Free Path:
  • While some podcasts or platforms charge, there’s still significant earned (free) media available, and that’s where Jill focuses. (12:18)
  • “Get on the free stuff.” – Jill Lublin (12:30)

Practical Example & Action Steps

• How-To: Tie Your Expertise to a Timely Topic (ADHD Example, 14:30–15:21):
  1. Identify relevant “national days.”
  2. Prepare pitches/press releases months in advance.
  3. Reach out to organizations or media outlets running features tied to that day.
  4. Consider the local media approach as a secondary route.

Notable Quotes & Memorable Moments

• “Publicity happens from the minute you walk out your door… you are representing yourself, your business.” – Jill Lublin (02:41)
• “Perception is everything… what you can perceive yourself to be is completely different than who you might be.” – Kayvon Kay (07:08)
• “That’s not authentic and that’s not resonant… I insist on being authentic to your message.” – Jill Lublin (08:48)
• "There’s a big tree called marketing… and on that tree, there’s a branch called publicity.” – Jill Lublin (10:24)
• “Social media is not publicity… you just aren’t.” – Jill Lublin (13:01)
• "Guess how AI is finding people? Through their publicity." – Jill Lublin (11:05)
• “Go local, go local… I got a woman in the UK got into London, you know, BBC… by going local.” – Jill Lublin (16:43)

Pitch Audit: Live Exercise and Coaching (18:21–23:28)

• Jill Pitches Her Media Mastery Intensive:
  • Offers direct access to media panelists (TV, podcasts, press), live critique, and practice in a supportive environment.
• Kayvon’s Elevator Pitch Rewrite & Feedback:
  • Zeroes in on access as the ultimate value.
  • “Four out of five business owners struggle to get on major public platforms… what I do is give them access.” (22:04, 22:32)
  • “That’s all you’re looking for… you want the audience to ask ‘How do I do that?’” (22:32)

Actionable Takeaways

• Craft a Core Message:
  Define who you are and the problem you solve. Mold your stories to fit seasonal or cultural moments.
• Be Authentically Aligned:
  Choose stories and pitching tactics that match your lived experience; avoid inauthentic displays.
• Leverage Timely Opportunities:
  Plan 3-9 months ahead. Tie your expertise to national holidays, awareness days, or current events for increased relevance.
• Start Local:
  Target local media as a launchpad for bigger opportunities.
• Differentiate ‘Publicity’ from Social Media:
  Actively pitch earned media, instead of relying solely on personal channels.

Key Timestamps

• 02:41 – Jill defines publicity and its scope
• 04:22 – The importance of message, consistency, and using your full story
• 07:08 – Discussion on perception’s role in publicity
• 08:48 – Authenticity vs. fake influencer culture
• 10:24 – Publicity as a marketing branch, AI’s impact
• 13:01 – "Social media is not publicity"
• 14:30 – Using national days for media relevance
• 16:43 – The power of going local
• 18:47 – Jill’s live elevator pitch
• 22:04 – Kayvon reframes the elevator pitch: "Four out of five business owners..."
• 23:41 – Kayvon recaps the importance of brand and publicity

Tone & Speaker Style

• Kayvon Kay: Probing, energetic, direct—challenges guest for specifics, drives toward no-nonsense, actionable strategies, and provides instant feedback.
• Jill Lublin: Warm, practical, experienced—shares relatable stories, emphasizes authenticity, and delivers stepwise, tactical advice.

Conclusion

The episode equips listeners with a practical framework for harnessing real, earned publicity without a big budget. Jill Lublin demystifies the process with actionable strategies—clarify your message, act early, go local, and be authentic. Kayvon’s live pitch coaching highlights how access and the right messaging can make the difference between being unknown and unstoppable. Listeners walk away ready to take concrete steps to elevate their media game.