Publicity as a Social Strategy

The best and worst thing about social media is that anyone can click publish. 

You have the most brilliant minds of our time publishing alongside conspiracy theorists, AI bots, and fake gurus. 

How do you build a reputation as a voice of reason?

One path I recommend to executives: combine your social media strategy with a publicity strategy. You come across as down-to-earth and accessible by publishing on X, Instagram, or LinkedIn. You also solidify your reputation as an expert by appearing regularly in traditional media like magazines, TV, and popular blogs and podcasts. 

Publicity these days doesn’t often result in direct financial benefits. Very few people will read your name in the Wall Street Journal and immediately go hire you. But appearing in the Wall Street Journal will give you credibility that bolsters your reputation on social media.

Publicity isn’t empty vanity. Investors, clients, and your future employees all care about where they work and who they work with. Public appearances give them confidence you’re worth betting on.

But let’s tie it back to social media.

Appearing in reputable media helps you earn trust with followers. Earning trust with followers gives you a social media feedback loop that lets you test ideas before pitching journalists and editors. It’s a virtuous cycle.

I call this: Publicity as a social strategy.

You intentionally seek traditional media appearances to earn credibility with your followers on social media.

It leans into another topic I talk about regularly, the power of momentum in your marketing. People like to work with and cheer for the person with some momentum behind them. 

Everyone wants to hire the busy consultant over the one who’s desperate to find their next project.

Publicity is one of the greatest forms of momentum. It conveys a clear message to your peers and followers when someone with a real platform decides to feature you: This person’s ideas are worth hearing.

When anyone can click publish, what matters is reputation and substance. Say something useful. And say it with authority.

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