How I Got In Fast Company

⏰ Today in 5 minutes or less:

• Getting coverage isn’t rocket science — but you need to send the right ideas to the right reporter, at the right time.

• No one can do personal branding on their own because you're too close to yourself.

• More than landing a feature, Tracy helped us find the right positioning.

How Tracy Schmidt is Changing the Game for PR 

Sick of being the best-kept secret in your industry?  

Tracy Schmidt can help change that – without dropping $20,000 on a PR agency. 

A former Time Magazine reporter and founder of The PR Accelerator, Tracy helps expert consultants get media coverage and build a strong personal brand – on their own terms. 

And she’s the reason I got an interview with Fast Co. about The Great Fractionalization.

In this interview, she shares how she flipped the old PR model on its head. With traditional agencies offering no guarantees, Tracy’s approach is a smarter, more affordable way to build credibility and trust. 

This isn’t just about press – it's about finding your voice and making sure the right people hear. 

Watch the full interview:

What is PR and how is it different from marketing?

Tracy: PR is a subset of marketing and communications. Ultimately, it’s about building relationships with the public. That’s how it’s officially defined. 

But what that means to me is: how do we get you or your brand visible – in the right places, saying the right thing, at the right time? 

There are different ways to do that, but the most popular ones are: getting media coverage, getting speaking gigs, writing articles, doing podcasts, talking to influencers. 

And I used to think the model for PR was highly unethical. Imagine you're spending $8,000 to $20,000 a month on a six-month retainer, with no guarantees of anything and very limited transparency into what people are doing with all your money. 

But getting coverage isn’t rocket science. You send emails to the right reporter with the right idea at the right time, and they'll go, "Yeah, I’ll talk to you,” or even “Yeah, I’ll put you on my show.” 

Thirty years ago, we didn’t have social media, so people needed those deep, personal relationships. 

But you don’t need that anymore. You can just find the right person and build a relationship yourself. 

You shortcut the whole process. Can you take us through how that works?  

Tracy: What we want to think about first is: who's your target audience and who do you want to be getting in front of? 

If it’s business executives, then the next things to ask are: what are the publications they read? What shows do they listen to? What conferences do they go to? 

We start there, and then we look at the media white space. 

What’s the thing people are interested in but isn’t well covered yet? 

It’s about understanding the zeitgeist – what trends are happening, what’s open for you now or will be open in the next 3 to 6 months. Those are the best places to be in. 

Then, we think about the topic. 

In your case, it was the Great Fractionalization – or how executives are increasingly factionalized. What does that mean for corporate America? And how do we pitch you as the expert on this thing? 

We help create email pitches and build a media list, which is what publicists do. Then we will give those for you to send the emails yourself. 

We’ve had clients do this and get amazing results. One of our clients actually got into Newsweek on their first try – and you booked that interview with Fast Company. It’s totally doable. 

Speaking of the work we did together, the messaging framework you helped me with really changed things for me. Can you talk about the deeper value of doing this kind of work? 

Tracy: I argue that no one can do personal branding on their own. You're too close to yourself. You just can’t see it. 

I had to hire a writer to write for me because I couldn't do it. I didn’t think I was cool enough, but they said otherwise. 

I think that’s why this work is so important. More than getting featured in Fast Company or other outlets, it’s about finding the language that helps you communicate the value you bring. 

You can take that message and use it everywhere: in your sales proposals, bio, website copy, or even your case studies. One of the biggest wins I see with consultants is that they finally have clarity on what they do and why it matters. 

And when you’re able to articulate that clearly and say, “Here’s what we do, and here’s why we’re different,” then it clicks. 

Not just for your audience, but for you too. That clarity becomes the foundation for your growth, positioning, and ability to attract the right clients. 

Yes, media coverage is great because it builds credibility. But the real value is the clarity and confidence that comes from being able to tell your story powerfully and consistently. 

What We Can Learn from Tracy Schmidt: 

1. Credibility builds faster with earned media. When we needed help to build credibility in the B2B space, Tracy’s strategy helped us land a Fast Company feature. The result wasn’t just visibility, it was trust. It showed us that a well-placed article can move us from “Who are you?” to “Let’s talk.” 

2. You don’t need a publicist to get featured. Tracy’s method flips the traditional PR model: find the white space, pitch a story, and send the emails yourself (or have your VA do it). Publicists are sending emails, and so can you. 

3. Finding the right message is a force multiplier. The biggest ROI for us wasn’t landing the feature, it was having a clearer messaging. Positioning is the foundation, and you can use it everywhere once you get it right – on sales decks, case studies, or website.

Chart Crimes: The Most Confusing Lego Set Ever

🚨 Chart crimes! 

Another unnecessarily creative chart. 

What’s even the logic behind this??

⭐️ The answer is fire the one who pays late, and never do work for the one who doesn’t pay at all (obviously). The late payer creates hidden costs and cash flow crunches.

🤔 Did you get it right?

Remember, the path to success is paved with continuous learning and embracing fresh perspectives.

Let's stay connected, share ideas, and elevate your consulting business.

Stay curious, friends.

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