Nobody Knows You Exist (And That's the Problem). What is PR - And Why Black Women Entrepreneurs Need It Now

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Hey, lovelies.

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Welcome back to Culture Lit, the podcast

where we celebrate Black women's love

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stories, talk books that actually see

us, and have honest conversations about

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building a life that feels like yours.

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I'm your host, Octavia Marie, and

today we're doing something a little

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different from our usual book talk.

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Actually, scratch that.

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We're not doing something different.

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This is still very much Culture

Lit, but today I'm pulling from the

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other half of my life, the half that

I don't talk about enough on this

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show, and honestly, that's my fault.

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So here's what I wanna

say before we get into it.

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Some of you have been listening

to this podcast for a while.

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You know me as the romance reader,

the soft life advocate, the woman

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who's been planning her move abroad

and taking you along for the ride.

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But what a lot of you don't know, and

I realized this recently when a friend

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pointed it out, is that I have been

doing public relations for over 20 years.

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20 years.

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NBA teams, professional athletes,

music, film and TV, Fortune 500

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companies, boutique agencies.

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I have done it on every side of this

industry, and somewhere along the way, I

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just didn't lead with that on this show.

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Maybe because PR felt too corporate

for what we've been building here.

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Maybe because the soft life era I'm

stepping into made me want to leave

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that hustle-adjacent world behind.

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But the truth is, what I know about

PR is exactly why I can talk to you

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about visibility in a way that most

people can't, because I've seen it

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from the inside for two decades.

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So today's episode is for you if you are

building something, a brand, a business, a

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creative practice, a community, and you're

doing all the things, posting, showing up,

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creating content, and somehow you still

feel like nobody actually knows you exist.

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I've been there.

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My clients have been there,

and I wanna talk about why.

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But first, I need to set a foundation

because I've had too many women

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come to me confused about what

these three things even are.

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So before we talk visibility, we have

to talk about branding, marketing,

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and PR and how they're different.

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Because if you don't know the

difference, honey, you will keep

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spending your energy in the wrong places.

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I wanna start here because I've

watched smart, talented women, Black

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women especially, invest time, money,

and energy into things they call PR

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when it's actually marketing or call

marketing when it's actually branding,

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and the mix-up costs them So let

me break it down in plain language.

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Branding is who you are.

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It's your taste, your perspective,

your standards, your reputation.

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It's the emotional association

people have with your name before

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you ever try to sell them anything.

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Think about the Miu Miu girl.

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You know her before you see a logo.

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The slightly undone hair,

the vintage references, the

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intellectual but chaotic styling.

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The girl who looks like she reads

Joan Didion but also chain-smokes

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outside a Fashion Week after-party.

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That's branding, not just clothes.

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An identity people recognize immediately

and want to associate themselves with.

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Branding is who you are

before you explain yourself.

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And here's what that means for us.

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Your branding is already

happening, whether you're

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intentional about it or not.

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How you show up online, how you respond

to DMs, the kinds of stories you tell,

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the things you associate yourself with.

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People are forming an impression.

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The question is whether you're shaping

it or letting it happen by default.

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Marketing is how people find you.

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It's the campaigns, the launches,

the emails, the partnerships, the

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content strategy, the social media.

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Marketing is how you get

people's attention and move

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them toward what you offer.

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Think about Jacquemus, the giant

handbags rolling through Paris in a

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tiny car, the lavender field runway,

the campaigns built to dominate

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Pinterest and TikTok for weeks.

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That's marketing.

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It's how people discover the brand.

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It's the visibility strategy that

gets people talking, sharing,

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clicking, paying attention.

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But here's the key.

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The reason it works is because

there's a strong brand underneath it.

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Marketing without branding is just noise.

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And then there's PR.

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PR is reputation management

through earned media.

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It's what other people say about you on

your behalf in spaces you didn't pay for.

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A journalist writes about you.

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A podcast host interviews you.

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A magazine editor

includes you in a roundup.

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An editor at a major

publication assigns your story.

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That's PR.

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And the reason it's different from

marketing is that you didn't buy it.

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Somebody decided you were worth

covering, and that third-party

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credibility, it hits differently than

anything you could say about yourself.

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Here's my definition.

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PR is not what you say about your brand.

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It's what other people say

about your brand on your behalf.

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Read that again.

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What other people say about

your brand on your behalf.

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That is the whole game.

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Because when a journalist, a podcast

host, a magazine editor tells your

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story, it carries weight that your

own Instagram caption never will.

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Because it's not you talking.

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It's somebody else saying, "This

person is worth your attention So

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to recap, branding is who you are.

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Marketing is how people find you.

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PR is what other people say about you.

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All three matter, but

they do different things.

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And if you're only doing one, which

is usually social media marketing, you

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are leaving visibility on the table.

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Here's why I felt called to

make this episode right now.

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Hundreds of thousands of Black

women in the US have lost

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their jobs in the last year.

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That's not an exaggeration.

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That's a documented reality that

isn't getting nearly enough attention.

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And at the same time, and this is the part

that matters for today's conversation,

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Black women are the fastest growing

group of entrepreneurs in America.

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We are starting businesses at a rate

that outpaces every other demographic.

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But here's the tension.

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Most of us are doing it alone.

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Solopreneurs, under-resourced,

without the infrastructure that

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corporate brands take for granted.

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No PR agency on retainer,

no communications team,

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no media relationships.

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And I've had too many women tell me about

bad experiences with PR professionals.

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Either they were overcharged for things

that didn't deliver, or they were handed

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a strategy that wasn't built for where

they actually were in their business.

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So I understand the

hesitation, I really do.

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But here's what I also know.

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The visibility gap is real, and it's

costing us, because if people can't find

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you, none of the rest of it matters.

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Now, this is something that might

sting a little, so stay with me.

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Posting on Instagram is not PR.

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I know.

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I know.

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But just hear me out.

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When you post on Instagram, your

content stays inside the metasphere.

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It doesn't leave.

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It doesn't get indexed by Google.

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It doesn't show up when somebody

who has never heard of you

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goes looking for what you do.

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The algorithm might push it to your

followers, maybe, and on a good

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day, it reaches a few new people.

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But the moment they close

the app, you're gone.

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Here's the analogy I use with my clients.

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Social media is like having a

conversation at a party, and PR is

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like being written up in a magazine.

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One happens in a room, the

other lives in the world.

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Now, parties are important.

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I'm not saying stop going.

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But if you want people who

weren't at the party to know who

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you are, you need the writeup.

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And I want to add something to this

conversation that I don't hear enough

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people discussing, because it's

changing the game right now as we speak.

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People are using AI as a search

engine, not just Google, not

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just typing into a search bar.

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They are asking Claude, asking ChatGPT,

asking Perplexity, "Who should I

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follow for Black women's wellness?"

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"Who are the top Black

romance podcasters?"

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Who's an expert in PR for entrepreneurs?

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Who should I read on soft life living?

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These AI tools are

answering those questions.

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And where are they getting

the information to answer?

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The internet.

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Specifically, articles, interviews,

press features, published

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content, media placements.

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Here’s the thing about social media

that most people don’t realize.

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Not all of it gets indexed by Google.

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Your TikToks, a lot of your Instagram

content, it stays inside those platforms.

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It doesn’t necessarily show

up in a regular web search.

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Which means it’s also less likely

to make it into the sources

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that AI tools are pulling from

when they put together answers.

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But a published interview on a media site?

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A feature in an online magazine?

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A podcast interview that gets

transcribed and posted on a website?

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A contributor article?

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That content lives on the internet

in a way that search engines can

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find—and that AI tools can reference.

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So when someone asks Claude or

ChatGPT who to follow in your

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space, the people who show up are

the ones who have media coverage.

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Who have been written about.

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Who have bylines.

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Who have interviews that

got published and indexed.

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All that posting—and I say this

with love because I have done

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it too—won’t show up there.

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Earned media will.

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That is a very specific kind of visibility

that social media alone cannot give you.

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And it is more important

now than it has ever been.

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That is what PR is supposed to do.

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And that’s why I’m talking about it.

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Part of this is because

nobody explained PR to us.

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And I mean that literally.

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The industry historically was not built

to serve us, which meant we weren’t in

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rooms where this stuff was being taught.

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So when most people hear PR,

they think celebrity publicists.

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Red carpets.

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Crisis management for people who got

caught doing something they shouldn’t.

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But that is a fraction of what

public relations actually is.

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PR is reputation.

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PR is storytelling.

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PR is everything that shapes

how the world perceives you

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before you ever open your mouth.

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And you need it whether

you know it or not.

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Here’s what really drove this home for me.

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And this came up in a conversation

with someone I respect enormously.

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We were talking about visibility,

about why talented Black women

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with real expertise keep getting

overlooked, and she said something

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I’ve been thinking about ever since.

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She was talking about her own situation.

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Large project out.

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A corporate PR team

assisting in a small way.

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Great reviews.

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A following.

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And she said, “I just

need to get in the room.

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Once I’m in the room, I’m fine.”

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And she’s right.

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She absolutely is.

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But what PR does is make sure people know

to put you in the room in the first place.

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Because if someone has to already

know who you are to give you the

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opportunity, you're always going to be

dependent on who happens to know you.

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PR makes people who don't know

you yet decide they want to.

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That is a very different kind of

visibility, and it changes everything.

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Before we go further, I have to

tell you about Jane and Bloom.

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If you're in a season of rebuilding,

whether that's your body, your

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nervous system, your relationship

with yourself, Jane and Bloom

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has curated products designed

specifically for that kind of healing.

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Clean, thoughtful, beautiful.

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Go check them out at janeandbloom.com.

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And if you're picking up a new book

after this episode, and you will be,

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please shop through our bookshop link.

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It's bookshop.org/shop/culturelitpodcast.

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When you buy there, you're

supporting this show and independent

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bookstores at the same time.

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That's a win every single time.

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Okay, back to it.

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I want to be really clear about

something before we go any further.

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You do not need to hire a public

relations agency to do PR.

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I am a PR expert.

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I am telling you this.

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You do not need me or anyone

like me to start building your

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visibility through earned media.

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What you need is a strategy and

the willingness to do the work.

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And that is exactly why I am building

the Visibility Architect framework.

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Because I looked around at how

many Black women entrepreneurs were

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under-resourced, under-visible, and

disconnected from the tools that

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corporate brands take for granted.

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And I said, "That is a gap I can close."

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The framework is simple.

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It doesn't require an agency.

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It doesn't require a ten

thousand dollar a month retainer.

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What it requires is that you get clear on

your story, who needs to hear it, and how

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to put it in front of the right people.

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Let me break that down.

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The first thing I ask every client, and

what I want you to ask yourself right now,

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is this: What is the one thing you want

someone to believe about you after they

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encounter your brand for the first time?

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Not, "I want them to know my services."

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Not, "I want them to follow me."

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I want to know what you

want them to believe.

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Because PR is not information delivery.

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PR is perception building.

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When a recent author I interviewed

talked about her book, she's not

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just saying, "Here is a book about

spirituality and human design."

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She's saying, "I can help high-achieving

people stop intellectualizing their

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healing and actually live it."

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That's a belief.

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That's a transformation.

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That's something a journalist

can write a story around.

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What's yours?

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This is the work that has to happen

before you pitch a single person.

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Because if you don't know what story

you're telling, nobody can tell it

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for you Once you know your story,

you need to know where it belongs.

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And here's where it gets a

little complicated because the

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media landscape has changed

dramatically in the last decade.

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I'm going to give you the honest version.

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Staff writers at major publications,

a lot of them are gone.

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Publications that used to have full

editorial teams now have skeleton

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crews or have gone entirely digital.

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The journalist who covered wellness

at a major outlet for seven years, she

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might be freelancing now, writing for

ten different publications at once.

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And if you pitch the wrong email

at a publication that no longer has

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staff, you're not getting a response.

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This is not a reason to give up on media.

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This is a reason to do your

research before you pitch.

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Here's what I tell my clients.

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Before you send a single pitch,

go to that publication's website.

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Find a recent article in the

section you're targeting.

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Look at the byline.

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Google that writer's name.

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Find out if they're still there,

if they're freelance, what

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they've been covering lately.

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LinkedIn is your friend here.

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Muck Rack is your friend.

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You want to pitch a

person, not a publication.

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Because pitching Essence

Magazine is not a pitch.

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Pitching Carla, the wellness editor

who covers Black women's spiritual

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practices with a specific story she

hasn't covered yet, that's a pitch.

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I am going to keep this simple because

there are entire courses on pitching,

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and I don't want to overwhelm you.

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A good pitch has three things.

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One, a hook.

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Something timely, surprising, or

emotionally specific that makes the

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journalist think, "My readers need this."

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Two, your credentials.

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Not a laundry list.

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The one or two things that make you

the right person to tell this story.

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Three, a clear ask.

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What do you want?

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An interview?

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A feature?

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To be included as an expert source?

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Say it directly.

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Journalists don't have time to

figure out what you're asking for.

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That's it.

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One paragraph hook, one paragraph

credentials, one sentence ask.

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Under three hundred words.

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Clear subject line.

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No attachments on the first email.

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I know it sounds too simple.

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It's not.

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The simplest pitches work best because

you're not making a journalist do extra

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work to understand why they should care.

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You're doing that work for them.

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We are almost to the part I really

want to get to, so stay with me.

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Quick reminder.

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If you found this episode useful, the

best thing you can do is share it.

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Send it to the friend who's been talking

about wanting visibility for her business.

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Send it to the woman who's posting every

day and wondering why it's not working.

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This information is free, and it should

be free because we deserve access to it.

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And shop your books at

bookshop.org/shop/culturelitpodcast.

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I need to be honest with you about

something because this show has

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always been a space where we don't

sugarcoat the structural stuff.

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PR has a race problem.

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: 00:18:25

I don't say that to be incendiary.

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: 00:18:28

I say it because I have worked in this

industry for over twenty years, and I

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: 00:18:32

have watched talented Black women get

passed over, under-pitched, and erased

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: 00:18:36

from their own stories in ways that have

nothing to do with their expertise and

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: 00:18:40

everything to do with who a producer,

editor, or booker considers the right fit.

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: 00:18:47

I was in a conversation recently where

a Black author, Ivy League-credentialed,

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: 00:18:52

big publishing house deal,

endorsements from people you know,

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: 00:18:56

told me she'd been passed over twice

by the same national morning show.

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: 00:19:00

The second time, they reached out to

her directly, said they were interested,

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: 00:19:05

and then canceled two days later.

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: 00:19:07

The episode aired with a

white astrologer instead.

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: 00:19:11

That is not a coincidence, and

we don't have to pretend it is.

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: 00:19:15

What that means strategically, and I

wanna give you the practical version of

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: 00:19:19

this, is that when you're building your

media list, you need to be intentional

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: 00:19:24

about where you're spending your energy.

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: 00:19:26

There are outlets that will see

you, and there are outlets where no

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: 00:19:30

matter how good your pitch is, the

gatekeeping is structural, not personal.

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: 00:19:36

Structural.

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: 00:19:38

Black-led publications, multicultural

outlets, progressive wellness

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: 00:19:42

media, independent platforms,

these are not consolation prizes.

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: 00:19:47

These are where your

story lands correctly.

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: 00:19:50

And a placement in Essence or The Root

or Black Enterprise does more for your

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: 00:19:55

credibility with your actual audience

than a ten-second mention on a show

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: 00:19:59

that had to be convinced you exist.

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: 00:20:03

Lead with the media that leads for you.

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: 00:20:05

Work outward from there.

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: 00:20:07

Okay, here's what I wanna leave you with.

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: 00:20:10

You are not invisible because

you're not good enough.

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: 00:20:14

You are not invisible because

your story isn't worth telling.

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: 00:20:18

You are invisible because nobody has

put the infrastructure in place to

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: 00:20:22

make you findable, and that is fixable.

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: 00:20:25

It doesn't require a big budget.

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: 00:20:28

It doesn't require going viral.

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: 00:20:30

It requires knowing your story,

knowing who needs to hear it, and

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: 00:20:34

putting it in front of the people who

have the platform to say it for you.

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: 00:20:38

One good placement can change

your entire trajectory.

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: 00:20:41

I have seen it happen.

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: 00:20:43

I've made it happen for clients, and

I've watched it happen organically

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: 00:20:47

when someone finally got clear

on what they were trying to say.

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: 00:20:50

And with AI changing how people

search, how they discover experts,

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: 00:20:55

how they get recommendations Being

findable on the actual internet

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: 00:20:59

matters more now than it ever has.

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: 00:21:02

You have more power here than the

algorithm wants you to believe,

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: 00:21:05

and I wanna help you use it.

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: 00:21:07

If this episode resonated with you,

if you've been sitting on a story you

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: 00:21:11

don't know how to pitch, or you've been

posting into the void and wondering

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: 00:21:16

what you're missing, come find me.

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: 00:21:19

I'm on Instagram and Threads

at, @becomingoctavia.

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: 00:21:22

Send me a DM.

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: 00:21:23

Tell me what you're building.

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: 00:21:25

I read everything.

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: 00:21:26

And if you wanna go deeper into

the Visibility Architect framework,

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: 00:21:30

stay close because I have more

coming for you on this show.

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: 00:21:33

This is just the beginning

of that conversation.

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: 00:21:36

Subscribe to Culture Lit so

you don't miss the next one.

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: 00:21:39

Leave a review if this was useful.

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: 00:21:42

It genuinely helps more people find

the show, which means more Black

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: 00:21:46

women get this information for free.

387

: 00:21:48

And shop your next read

through our bookshop link at

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: 00:21:51

bookshop.org/shop/culturelitpodcast.

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: 00:21:55

I appreciate you, and I

mean that every single time.

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: 00:21:59

And one last reminder: you deserve

to be at the table and in every room,

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: 00:22:03

so be unapologetic, be authentic,

be visible, be bold, be you