Christina

Tell a story only you can tell. The strongest content is specific enough that no one else could copy and paste it into their own feed. Don’t just say you learned an important business lesson. Tell us where you were, what happened, what you said, what went wrong, and the tiny detail you still remember. It’s the same advice I give people when they’re pitching the media: the broader the idea, the easier it is to ignore. The specific details are what make people stop, care, and remember. Now I…

AI just brought earned media back from the dead. I hope someone sent it a fruit basket. LLMs rely heavily on third-party sources when answering buyers’ questions. And unpaid voices now carry five times more weight than paid ones when it comes to building brand trust. While everyone is busy publishing more and more content on their own channels, the smartest brands are building credibility everywhere else. 𝗔𝗜 𝗧𝗿𝘂𝘀𝘁𝘀 𝗧𝗵𝗶𝗿𝗱-𝗣𝗮𝗿𝘁𝘆 𝗦𝗼𝘂𝗿𝗰𝗲𝘀 → Trade publications→ Podcasts→ Reddit conversations→…

I got rejected from nearly every PR agency job I applied for. I had 10 years of TV news experience and a journalism degree. But because I had never worked inside a PR agency, I was repeatedly told I was not qualified. After enough rejections, I started wondering whether my experience counted at all. One local agency told me they would not hire me because I lacked agency experience. Meanwhile, that same agency regularly emailed me at the TV station, pitching clients for news coverage. So I…

If an awards application ends with “add to cart,” it is not quite the same thing as simply being selected for an award. I got an email from a popular media brand you would definitely know, Inc., saying my company might be a strong candidate for one of its business awards. Nice! The email talked about recognition, credibility, and all the reasons applying could be good for my business. Funny how it skipped the part where I would eventually need to pull out my credit card. So before I filled…

I posted about a Business Insider headline that said Taylor Swift was “celebrating the end of her independence” because she’s getting married. And whew. The women understood the assignment immediately. The men? Many of them rushed in to explain why it wasn’t sexist, why everyone was overreacting, why it was “just a headline,” and why we should all calm down. Which proved the entire point. Here’s the lesson: when a group of people tells you something feels sexist, dismissive, outdated, or…

One thing about me: if I can make content bookish, I’m going to make it bookish. So, I posted a video of myself floating in the pool, reading a thriller from my favorite floating chair. I wasn’t trying to sell the chair or land a brand deal. I was trying to convince people to read another book. Instead, my comments turned into this. This wasn’t sponsored. There was no affiliate link. The company had no idea I was posting. I just love the chair and happened to be using it while reading. This…

Not too long ago, I told you I started a YouTube channel. This week, I decided to build a system to repurpose each YouTube video into a bunch of other things. So far, I’ve taken the long-form YouTube videos and turned them into shorter vertical videos for: YouTube Shorts TikTok Instagram Reels That’s where I’ve started, but the plan is bigger. Eventually, every YouTube video will also become a newsletter for Substack, because that’s where all my readers are hanging out. So if you want to join…

I love a checklist. Like, deeply. If there is a box next to a task, I want to check it. I don’t care if I wrote down “pop open a Coke” after I already drank the damn Coke. That box is getting checked. So, I decided I needed some structure. But not a rigid, corporate-looking schedule that makes me want to throw my laptop into a lake. I’m not that girl anymore. More like a realistic weekly plan that helps me stay focused on the things I care about right now. So I opened ChatGPT and basically…

Hi there, I once talked to a real estate agent who had been “meaning to pitch herself” for almost a year. You know the kind of “meaning to” I’m talking about. She had a great story, expertise, strong point of view, and a very specific seasonal angle that would have been perfect for local TV, podcasts, and online articles. But she kept waiting. Which is how we all end up standing in the kitchen six months later, eating shredded cheese straight from the bag and wondering why nothing has…

Reader, One of the biggest lies business owners believe about publicity is this: “I need to know someone.” And because they do not personally know anyone in the media, they assume the door is closed… or guarded by a tiny publicist goblin with a clipboard. But that is not how this works. You do not need to “know someone” to get media coverage. Yes, you need to know who to contact and what to say once you find them. It’s not the same. I once worked with a business owner who was convinced…