6 Ways to Build Speaker Media Buzz
I just wrapped a conversation with Kathy Berardi, a PR consultant and storytelling strategist with 20-plus years of experience. Her clients have been placed in the New York Times, Wall Street Journal, Bloomberg, and more.
If you're a speaker trying to get earned media without hiring a PR firm, this is the playbook.
Here's the thing most speakers get wrong: they pitch themselves like marketers. "I'm an expert, trust me, here's my video." That's noise. Journalists get hundreds of those emails a day.
Kathy broke down exactly how to cut through. Let's get into it.
1. Don't Start From Scratch — Start From Your Story
You already have a speaker bio. You already know your topic.
Your PR story is your public story. The same thing that gets you booked on stages is what gets you booked in the press. But you have to tailor the delivery to be relevant to that specific journalist.
Don't pitch yourself. Pitch a story that serves their audience.
2. Find the Right Media (It's Easier Than You Think)
Go to Google News. Search the headline you wish you were in. See who's already writing about your topic.
Or search: "Top publications for [your industry]." Or: "Top podcasts reaching [your audience]."
Build a list of 50 or fewer journalists. That's your target list. Quality over quantity.
Then find them on LinkedIn, Instagram, or Twitter. Most prefer email or LinkedIn. Keep your channels open so you can reach people how they want to be reached.
3. Pitch Like a Human, Not a Publicist
Kathy's framework for reaching out:
Acknowledge their work first. Reference a specific article you liked. Then offer something they don't have — an insider trend, a timely angle, a resource for their audience.
Frame it as: "Here's what I'm seeing as an expert in my field that you, the journalist, don't have visibility into."
Then leave the door open: "Feel free to reach out anytime."
Kathy's rule: "Pique their interest with something urgent. Then for the future, keep me in mind."
She's had journalists come back 3 to 6 months later saying, "I saved your pitch. Is your expert available?"
4. Your Subject Line Is Your Headline
Journalists are wired to click on things that feel like news. So write your email subject line like a headline.
Make it specific. Make it a little personal. Something like: "Enjoyed your recent article — quick question on [topic]."
If it reads like a marketing email, it dies in the inbox.
Kathy's test: "Nothing excites me more than when a story runs and the headline matches the subject line I originally pitched."
5. 30% of the Time, Don't Pitch at All
This is the secret most speakers miss.
Follow journalists on LinkedIn. Comment on their posts. Share their work. Build the relationship before you need it.
Kathy shared a story where she simply reshared a journalist's post, and the journalist re-shared it with applause — suddenly she was platformed to that journalist's entire audience.
Genuine care beats cold pitching. Every time.
6. Leverage Every Single Media Hit
Getting the press is only half the game. Here's Kathy's checklist for what to do after:
Share it within 48 hours. Tag the journalist and the publication. Post from a place of gratitude.
Re-promote it 3 to 4 times over the next 1 to 2 months. Mix up the formats — text post, quote graphic, blog recap with a link.
Tag other experts who were quoted in the same piece. They'll re-share you to their audience.
Write a blog post summarizing your take, link to the article, and drive traffic to your site with the authority of that media hit.
And use it on stage. "I was recently interviewed by Bloomberg on this — here's what I wanted to share that I didn't have time for in that segment."
7. Don't Sleep on Niche Podcasts
Speakers chase mainstream media. But Kathy pushed back hard on this.
Bloomberg publishes 1,500 stories a day. You're 1 out of 1,500.
A niche podcast in your industry? That's 100% of your target audience listening.
Lower stakes. More control over the content. Better performance. And if it records video, you now have a speaker sample.
The right podcast in the right niche can outperform a national feature.
8. Schedule It or It Won't Happen
Kathy's advice for speakers who get busy with client work and drop the ball on PR:
Pick your least stressful week. Pick your favorite day. Set a recurring calendar reminder.
Then do 3 things that month: compliment 5 journalists on their work, create 3 social posts about your latest talk, and ask a client for a testimonial.
Rinse and repeat. You're your only PR client. Keep it simple.
