Strategy Hour | Online Marketing for Business Growth
Episode 961: How to Land Celebrity-Level Press Without Being Famous (Yet)
Release Date: June 17, 2025
Host: Abagail Pumphrey, CEO of Boss Project
Guest: Lydia Bagrosa, Co-founder of Visibility on Purpose

Introduction

In Episode 961 of the Strategy Hour, host Abagail Pumphrey welcomes Lydia Bagrosa, a seasoned publicist and co-founder of Visibility on Purpose. With over a decade of experience in the PR industry and more than 4,000 media placements, Lydia shares her expertise on how small businesses and personal brands can secure high-level media features without prior fame.

Guest Background and Journey in PR (03:05 - 06:18)

Lydia begins by recounting her 10-year journey in public relations, starting in the music industry working with Grammy-winning artists. Her desire to engage more deeply with brands' growth led her to transition from high-pressure roles to founding her own agency, where she could work closely with boutique brands and personal brands. During the COVID-19 pandemic, Lydia co-founded Visibility on Purpose with Bridget, focusing on empowering entrepreneurs and small business owners to secure media placements through their DIY flagship course.

Notable Quote:
"I wanted to work with more brands where I could see the journey all the way through."
— Lydia Bagrosa (03:30)

The Importance of PR for Small Brands (06:18 - 08:20)

Lydia emphasizes that public relations is often overlooked by small brands, which typically rely heavily on social media. She points out that while social media is essential, it doesn't replace the effectiveness of PR in creating new avenues for discovery and leveraging existing audiences. PR allows brands to reach broader audiences beyond their immediate followers.

Notable Quote:
"PR is something that every small business should do, I think, early on, or boutique brand should do."
— Lydia Bagrosa (08:20)

Common Misconceptions and Overcoming Them (08:20 - 10:08)

Many small business owners believe that media features are only attainable for already famous individuals or large brands. Lydia dispels this myth by explaining that media outlets are always seeking new and valuable content. The key lies in understanding the media landscape and effectively communicating one’s unique value.

Notable Quote:
"There is a misconception that you need to be discovered or you need to already be famous to get featured, and that's just not the case."
— Lydia Bagrosa (08:40)

Crafting Effective Pitches (10:08 - 17:06)

Lydia outlines a strategic approach to pitching:

1. Define Goals: Determine where you want to be featured based on your brand’s objectives.
2. Research Platforms: Identify the right publications or podcasts that align with your brand.
3. Identify Decision Makers: Find the appropriate writers or hosts to contact.
4. Develop a Compelling Pitch:
   • Subject Line: Capture attention with a concise and intriguing subject.
   • Introduction: Present a clear value proposition without overwhelming credentials.
   • Big Idea: Lead with a unique angle or story that provides value to the outlet.

Notable Quote:
"A pitch is essentially an email where... you want to keep that pitch short, concise, to the point, and showcase your value."
— Lydia Bagrosa (13:29)

What Makes a Pitch Land vs. Get Ignored (17:06 - 22:56)

Creating a pitch that resonates involves:

• Relevance: Ensure the pitch aligns with the publication’s or podcast’s focus.
• Value: Clearly articulate what the outlet gains from featuring you.
• Personalization: Customize each pitch to show genuine interest and understanding of the platform.
• Subject Line and Hook: These are critical in making your pitch stand out amidst a crowded inbox.

Lydia shares that successful pitches often incorporate the recipient's needs and how the pitch meets those needs, rather than focusing solely on promoting oneself.

Notable Quote:
"They need you. Right? They have magazines that need articles, they have podcasts that need episodes."
— Lydia Bagrosa (32:31)

Branding and Differentiators (22:56 - 31:47)

A strong brand foundation is crucial before pitching. Lydia advises:

• Professional Assets: High-quality headshots and product images tailored to media requirements.
• Clear Brand Summary: Develop a concise and compelling brand bio or elevator pitch.
• Authenticity: Align your brand’s personal touch with professional presentation to resonate with both audiences and media outlets.

She illustrates this with examples of clients whose unique backgrounds and expertise made their pitches more compelling and led to successful media features.

Notable Quote:
"PR is a lot about understanding the value of your brand... everyone is different. Where do you live in the marketplace that sets you apart from everybody else?"
— Lydia Bagrosa (26:09)

DIY PR vs. Hiring a Publicist (31:47 - 45:00)

Lydia discusses the pros and cons of handling PR independently versus hiring a professional:

• DIY PR:

  • Pros: Cost-effective, hands-on understanding of brand positioning.
  • Cons: Time-consuming, requires learning and consistent effort.

• Hiring a Publicist:

  • Pros: Expertise, time-saving, access to established media relationships.
  • Cons: Costly, depends on the publicist’s alignment with your brand.

She recommends starting with DIY strategies to build a foundation and transitioning to a publicist when you have the budget and a clear brand strategy in place.

Notable Quote:
"If you have the budget for a publicist, I would say, and you feel really solid in your branding, you're like, I just want somebody else to do this and just, like, push me out and put me in all the right places."
— Lydia Bagrosa (42:19)

Overcoming Imposter Syndrome (45:00 - 48:36)

Lydia acknowledges the common feelings of self-doubt when approaching media outlets. She encourages entrepreneurs by reminding them that media platforms need diverse voices and perspectives. Persistence and understanding that a rejection is often not personal are key to overcoming these barriers.

Notable Quote:
"They need you as much as you need them."
— Lydia Bagrosa (37:45)

Outdated Strategies and Modern Approaches (38:52 - 40:59)

Lydia critiques the overuse of press releases for small businesses, emphasizing that they are often ineffective unless tied to significant events or substantial news. Instead, she advocates for authentic storytelling and providing genuine value to media outlets.

Notable Quote:
"I am so not into press releases. I think there's a time and place for a press release... But if you're a smaller brand... I would say don't do it."
— Lydia Bagrosa (38:52)

Final Steps and Encouragement (48:36 - End)

Lydia advises listeners to start by envisioning where they want to be featured and setting long-term PR goals. She highlights the importance of a strategic, step-by-step approach to building media credibility and leveraging initial successes for future opportunities. Lydia also promotes Visibility on Purpose’s resources, including their DIY course and free content available on their website and YouTube channel.

Notable Quote:
"PR is a long term strategy and that, you know, sometimes it takes time to build up those features."
— Lydia Bagrosa (48:36)

Conclusion

This episode provides invaluable insights for small business owners and personal brands aiming to elevate their media presence. Lydia Bagrosa’s expert advice demystifies the PR process, offering actionable strategies to secure high-level media features without the need for existing fame. By focusing on authenticity, strategic pitching, and understanding the media landscape, listeners are empowered to enhance their brand visibility and credibility effectively.

Resources Mentioned:

• Visibility on Purpose: visibilityonpurpose.com
• DIY Pitch Party Course: visibilityonpurpose.com/pitch-party
• Lydia Bagrosa’s YouTube Channel: YouTube - Visibility on Purpose
• Instagram: @visibilityonpurpose

Connect with the Host and Guest:

• Abagail Pumphrey: @AbigailSays | Boss Project
• Lydia Bagrosa: @lydiabagrosa | Visibility on Purpose

Join the Conversation:

If you found this episode helpful, share it with a friend who could benefit from Lydia’s PR strategies. Leave a review on your favorite podcast platform to help others discover the Strategy Hour. For more insights and resources, visit bossproject.com/podcast.