Today I’m talking with Larissa Banting, an accredited publicist who helps entrepreneurs use publicity to build credibility, authority, and visibility online.

One of the biggest concepts we talk about today is how PR is becoming increasingly important as people use AI for search.

Because AI doesn’t just decide that someone is an expert. It has to get that information from somewhere.

It’s looking for signals across the internet that tell it who you are, what you’re an expert in, and whether other credible sources recognize you as an authority. 

That means media exposure can do something really important beyond simply putting your practice in front of a new audience.

It can create the third-party credibility signals that help AI understand that you are an expert in your niche, so it can rank you higher and recommend you more often.

In this episode, Larissa shares:

• What these AI credibility signals actually look like
• How PR, podcast interviews, media features, press releases, and YouTube can help establish your expertise online.
• A surprisingly accessible strategy involving press releases
• What actually counts as newsworthy for an acupuncture practice
• Where you can distribute a press release, what it costs, and how often Larissa recommends doing it.
• How to start getting publicity even if you don’t think you’re “expert enough” yet
• What journalists and podcast hosts are actually looking for 
• Why you don’t need to have written a book, decades of experience, or a huge practice before you start pitching yourself.

I hope you really take Larissa’s advice and run with it to make your practice easier to find as AI changes the way people search online.

Mentioned in This Episode/Show Notes:

• Larissa’s Free AI Audit: Findable or Forgettable
• Website: http://www.larissabanting.com
• Instagram: @larissa_banting
• Michelle’s Marketing Breakthrough Audit