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Social Media Decoded
Your Story Deserves the Spotlight: Visibility + Legacy-Building with Lyndsey Akers
00:16:53
In this episode, Michelle Thames chats with visibility strategist and PR expert Lyndsey Akers, Founder & CEO of Akers&Co, about how high-achieving women can leverage their stories to grow powerful personal brands, land media coverage, and build legacy-driven businesses—without burnout or performative fluff.
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- [00:00]
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Michelle (Podcast Host)
Now listen. Today's episode is for every entrepreneur who's been second guessing their voice, holding back their story or thinking I'm not ready for media attention just yet. Why not? Friend? You are. My guest today is here to flip that all upside down. I'm so excited to welcome Lindsay, the powerhouse behind Akers and Company, a boutique PR agency helping high achieving women to turn their stories into movements and build legacy brands that get seen. She's not just a PR strategist, she's a visibility architect which I love who brings 15 plus years of experience across. Listen to this Capitol Hill, corporate America and nonprofit media. And what I've loved most about her is how she combines bold strategy with real life resilience as a military spouse, mom and mission driven founder. So let's get into this conversation about personal branding, PR wins and showing up like like the experts you already are. Lindsay, welcome to the show.
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Lindsay Acres (Guest, PR Strategist)
Michelle, you know how thrilled I am to be here with you and alongside your community. Honored, deeply honored and feel so, so aligned in both our visions, our values and like the the expertise and value that we bring our clients and our communities. So I just feel right at home and I'm so glad that you were able to host me today.
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Michelle (Podcast Host)
Yeah, so we already gave our listeners the highlight reel but really tell us how did Akers and company come to be? What made you leave your traditional PR path? Because look, we went to school, got the degrees and all the things and step into building your own agency.
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Lindsay Acres (Guest, PR Strategist)
It was not a linear path, I can tell you that. And it is one that I never ever expected. Michelle, I'll tell you, growing up as the eldest daughter, having a lot of ambition and excitement about what I would do professionally, I always saw myself as a ladder climber. I was going to the C suite, I wanted to tell great stories. I wanted the title and the corner office and the salary that came with it. And I had that for so long. And candidly, as a military spouse, our community, community is very, very transient. Many military families move every two to three years. But whenever my husband and I relocated to the Washington D.C. area, he landed a five year minimum job and we were there for nine because he worked on Air Force One, he worked for three presidential administrations and that meant that we could stay in that area for nine years. So I got my master's, I worked on Capitol Hill, I worked in nonprofit, I worked in corporate America. And then let me tell you, in 2019, everything changed. And that moment when I became a mom and I never saw coming how deeply that would impact my career, my profession, or how I viewed how I spent my time. But oh my gosh, I know you can relate to the shift that happens in your identity, your time, your bandwidth, your emotional capacity to navigate things outside of your family. That all changed for me and for the better, to tell the truth. But I really reevaluated how I spent my time. If something was not in alignment or if I was faced with a decision of someone else dictating where I was for how long or how I answered to certain obligations that just didn't sit right with me. And I didn't feel super aligned in the work that I was doing in corporate. And so I actually began working with military spouse entrepreneurs before I left my corporate job because those are women that and men that I really, really value working with. They're impact focused military spouses. They have faced a 24% unemployment rate for the past 10 years and that's four or five times the national average. So these are people who have pursued entrepreneurship out of necessity and I wanted to elevate their stories. And so in 20 acres and company was born. And I'm really glad that it was because we have had the chance to support military spouse and veteran business owners for that time. And now we've expanded our clientele to online and female led businesses, which is kind of my sweet spot primarily because we, I, I don't know, I just love working with female entrepreneurs because we are ambitious, we lean into our communities, we want to do good with our, working with our, and it just broadens the impact of what we're able to make in our business and in our community. So it's just been a really natural progression that, like, I never expected, but it has been the best thing for myself and for my family.
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Michelle (Podcast Host)
That. And you sound super passionate. And so I know that many of our listeners are multi passionate, like both of us. Right. We have a lot of things going on, and we often feel the pressure to perform or post constantly, which. We literally just talked about this before in the pre show. Y'. All. Y' all missed the pre show. Maybe I should start.
- [05:29]
Lindsay Acres (Guest, PR Strategist)
It was good. It was good. Good.
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Michelle (Podcast Host)
It was too good. But you talk a lot about alignment over hustle, and I am when I say all about that. How do you help your clients find visibility strategies that actually fit their lives and values? I think that is very important.
- [05:44]
Lindsay Acres (Guest, PR Strategist)
Yeah. And I think the biggest thing that I can start with is saying that we all have our own unique version and definition of success. So the businesses that we're creating alongside the life that we want to live, being able to find what that means for you as a leader and a business owner is step one. But if we get into the visibility and PR side of that, then we have to determine what matters. Who needs to hear my message? Where does it belong? How can I reach more people? And is this opportunity worth my time, ROI and money? But this is an ROI on your time and your bandwidth. And there's a difference between pitching an opportunity that might have a readership of a thousand people a month versus a podcast that has 5,000 downloads a month. We have to talk about where our. Where our ideal audience is spending their time, and which of those platforms or mediums has the most credibility opportunities for you. So it's really just a level of discernment about how we're showing up. We're showing up. And if that is building into the larger vision of your brand and your business. So it's just about being discerning and ensuring that the time you're spending building your brand is in the right places.
- [06:51]
Michelle (Podcast Host)
Now, I think you said something recently, and this might have been in my community, so Lindsay was so gracious to come inside the Elevated Empower community to do a expert guest session. And the lady are still talking about it. Okay.
- [07:03]
Lindsay Acres (Guest, PR Strategist)
It was so fun.
- [07:05]
Michelle (Podcast Host)
Yeah, it was so fun. And I think you said someone like. You said something like someone less qualified is getting the spotlight that you were made for. Right. And so let's talk about that. Why do so many women hesitate to pitch themselves or share their stories? And what would you say to that entrepreneur who feels like she's not, quote, unquote, ready for press or visibility.
- [07:26]
Lindsay Acres (Guest, PR Strategist)
So I have a feeling, Michelle, you're gonna resonate with this and so many of your listeners and viewers will as well. But, like, I'm competitive by nature, and I'll just say that I played high school and college softball. Like, I am very competitive. But I also find that, and I'll even admit it myself and certainly my clients, we have this hesitation to put ourselves out there. What if I'm not ready? What if I'm not the best? What if X, Y and Z? And it's like, we have to get out of our own way because the people who operate with less integrity maybe have lesser values than we do. They're not operating at the same caliber as we are. They have less experience. They're leading with their confidence, and they're just going for it and they're getting it. So we've all probably looked at a media feature or podcast or someone on stage saying, I've said that before and I actually have far more experience than them. Why am I not up there? Well, it's because you didn't take action and you didn't put yourself in for that opportunity. And it's really hard to. To navigate that internally because we have imposter syndrome. We have bandwidth issues, we have all of these fears, but getting out of our own way to build our brand in a way that is aligned and again, sharing your gifts with the people who need it.
- [08:39]
Michelle (Podcast Host)
Yes, this is good. Now let's get practical for a second. Okay. I like to get practical. Can you walk us through three to five real actionable steps that someone can take this week? Because remember, we're action takers to start building visibility beyond just social media. While I love social media, this podcast is called Social Media Decoded. Right. We talk more about all things digital marketing. So let's talk beyond just social media.
- [09:05]
Lindsay Acres (Guest, PR Strategist)
Yeah. And I think what's a really important part that integrates social media into this conversation is making sure that you're press ready. If someone Googles you or goes to your Instagram, are you who you say you are in this pitch and does that, Is that reflected online? Are you credible in your website? Are you credible in your Instagram? Do you have anything of concern that someone's going to find on Google that's going to knock your credibility down? I would seriously audit your digital footprint before you do anything. And then secondly, I think then it's about positioning. It's about making sure you have a strong Bio. It's about making sure you have really great images, photography and videography that are going to speak to the opportunity that you're pursuing. And then it's also ensuring that you have outlined your key areas of expertise. What do you want to be known for? How can you provide value to the audiences that you want to be on? On. So the topics that you would speak on. And typically I recommend that my clients have a media kit or a press page. And that is where it's simply your headshot, your bio, the topics you speak on, where you've been featured before, any awards that you have won, like really just putting your best foot forward. And then when you do pitch, you link that into your pitch. Don't attach things. People don't attach people. Don't open emails with attachments. Hyperlink the heck out of your email and prove to people, people that you are who you say you are. And the other thing that I would say in terms of a tactic is one of my favorite platforms. Michelle, I don't know if I've talked to you about this. One of my favorite platforms to position yourself for PR opportunities, you can find that on quoted Q W O T E D. And this is one of those platforms where media journalists, podcast hosts, anyone who has a platform or a community, they're looking for experts, they're looking for stories. And if you set up a profile, you're going to get those to your inbox. And it's such a great opportunity for you to position yourself for those opportunities. And again, they come directly to you. So it's seeing what people are finding of interest and what trends are happening in the media and how you can insert yourself into that conversation. And then beyond things that come to your inbox, I think the most important thing that we can all do is based on relationships. Relationships move the needle in just about every industry, but especially, especially in this realm of it. So cultivating relationships with those gatekeepers, is it a podcast host? Is it a writer? Is it an event host? Where do you want to position yourself now and in the future? And how can you foster an authentic, mutually beneficial relationship with people who make it easier for them to say, yes, this a masterclass.
- [11:39]
Michelle (Podcast Host)
Look, the guest expert session was good, but this is good, too. So, Lindsay, I am so excited.
- [11:45]
Lindsay Acres (Guest, PR Strategist)
And so I told you, I feel right at home. Right at home.
- [11:47]
Michelle (Podcast Host)
Yes. Like, this is divine connections. That's what I'm all about. And what about when someone does land a media feature. Okay. Or interview, because this is also a question, how should they leverage that moment, because that I know for me, when I went on tv, I'm letting everybody know, right? Because I know you gotta say, getting the feature is just the beginning. And so what do we do after that?
- [12:09]
Lindsay Acres (Guest, PR Strategist)
I think you're gonna love this part because one of the things that aligns really well with your podcast and your community is decoding the social media side of this. And whenever you land a media feature, think of all the content you have at your disposal. Think about all of the ways in which you can use the images, the video, the headlines, the fast seen in logo. But specifically, what did you talk about in that media feature? How can you recreate that and say, here are three things you know about how to launch a podcast in the next 60 days and insert that into your newsletter. A reel, a post, a carousel, a speaking opportunity. And then link back to the medium or the media opportunity that was featured in it anyway, because then they're going to say, oh, this girl knows what she's talking about. And the third party validation of being featured in the media, you've checked again, a credibility marker. So it's really using that content with purpose. And Michelle, you and I both know that it's, it's exhausting. And the more content that we can use in the variety of ways that we can use that, the better we're going to be for it. So I would really encourage you to include it in your newsletters, your website, social, and keep track of that stuff because it's going to come up time and time again.
- [13:20]
Michelle (Podcast Host)
And I know one thing is that your business is not just strategic. I think that it's deeply personal. And I know you feel this way too. You've built this during, you built your business during military relocations, pregnancies, transitions, and this is really what resilience has looked like. And so thank you for sharing your story. Like, how can we also infuse those stories right into our natural everyday content?
- [13:43]
Lindsay Acres (Guest, PR Strategist)
Yeah, absolutely. And I think it goes back to two things. It's getting out of our own way and saying that and believing, truly believing in your identity or that next level version of you and saying I am worthy, like I am worthy of being positioned on that stage. I am worthy of this opportunity. And not discounting yourself before you even put, you put yourself in, in front of that opportunity in the first place. So pursuing it with confidence is step one. And I think a very underrated tactic is surrounding yourself with people who are going to champion you, who are going to speak your name in rooms that you're not Currently in who are going to connect you with opportunities and who are going to hold you accountable. So cultivating connections, relationships and communities that withstand the challenges and who celebrate you when the winds are flowing. I think it's super critical to success and being resilient and committing to a long term business, which I hope is what we all have.
- [14:39]
Michelle (Podcast Host)
As Lindsay has graciously shared with us. It's not hard. Right. And so, so many listeners are in the exact same place. Right. We're trying to juggle businesses, even motherhood, a full time job, which we know a lot of our listeners still have, or even just that self doubt. What is some encouragement that you want to leave them with today?
- [14:58]
Lindsay Acres (Guest, PR Strategist)
I feel that so deeply because we are all, we are all doing our best and we are all trying to have both a business and a life that is in alignment with again, what, what we aspire to have or be. So what I would encourage someone to do is to really think about your unique version of success. What does that look like for you? Candidly, for me it was making sure that I could wake up and not have to worry about, you know, shuffling my kids off to school and then meeting, you know, putting my butt in a seat by a certain time and that inducing more stress than I thought was worth it. Now don't get me wrong, we're hustling out the door regardless, but making sure that the vision and version of success, success that is important and unique to me, can be fulfilled through the work and the revenue that I do in order to allow for that version of success to become reality. So I think it really takes a moment of reflection to say what is important to you, what do you want your life to look like and what decisions can you make today about your life and your business that are going to bring that to reality and not to be ashamed about what's important to you because all of this looks different for each and every one of us. So just really being confident and certain in what is important and valuable to you as an individual and for your family today.
- [16:14]
Michelle (Podcast Host)
And thank you for being so generous. This was definitely generous. And I already know the listeners are about to pitch themselves and claim their space after this. Okay. On these Internet streets and beyond. So can you let us know where can folks connect with you to learn more about Acres and Co or even work with you?
- [16:31]
Lindsay Acres (Guest, PR Strategist)
Yeah, absolutely. I would love that. And your community has already been so incredible just from the masterclass that we did a couple of weeks ago. And I'm really excited about the ways that they there pitching themselves. But you can find me. I hang out a lot on Instagram. Lindsay Acres I really love LinkedIn shell. I don't know how much you like LinkedIn, but I like LinkedIn and I also have a podcast as well where we really dial into how successful women are managing the demands of their life and their business with the needs of their families. And I was so gracious to have Michelle on the episode on the show as well. And I think it's just a really great community where again, women are finding connection and being really vulnerable and authentic about what this looks like and certainly what it doesn't podcast social media. But I'm really excited to see all of the visibility opportunities that come from your efforts and the efforts of your community moving forward. And again, don't discount yourself. Thank you.
- [17:23]
Michelle (Podcast Host)
Yes, this was a really great episode. And if today's episode lit a fire under you, then you're ready to stop playing small and let's take action. No matter what that is. If it's posting a reel, if it's talking to somebody at the grocery store, at the coffee shop, you never know where your next connection might come from. Okay. And so make sure you're following Lindsay. All her information will be down below in the show notes. And if you love this episode, make sure to share it on social media and tag us both and let us know what's one story that you're going to start sharing louder.
- [17:54]
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- [18:52]
Lindsay Acres (Guest, PR Strategist)
Mm mm. Ooh. Whatcha eating?
- [18:55]
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- [19:01]
Lindsay Acres (Guest, PR Strategist)
Wow. That sounds amazing. Can I have a bite?
- [19:03]
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Lindsay Acres (Guest, PR Strategist)
Split? Not even a little?
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Lindsay Acres (Guest, PR Strategist)
What if. No, please. Mine.
- [19:12]
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