All the tactics in the world won’t save you without these two things
You're publishing, producing, pitching - and still struggling to stand out. Here's what separates entrepreneurs who build lasting authority from those who just stay busy.
Should I be on YouTube?
Start a podcast?
Publish a Substack newsletter?
Or write articles on LinkedIn (or is it better to post videos 🧐 )?
And what about TikTok? I hear it’s better than Instagram for business.
Maybe I should get out there and do more networking? Hmmm …
Or set up a private Facebook community?
Or get on more stages and speak?
Maybe secure some podcast guest interview spots?
How about I pitch my story to the local newspaper or community radio station?
Or write an opinion piece for a credible industry trade journal, or guest post for respected blogs in my space?
Maybe provide expert commentary for the broadcast media?
Or publish a mini-book that highlights my expertise?
Or package my frameworks into a downloadable PDF or workbook and give them away for free?
Perhaps I should build relationships with 5–10 journalists or influencers covering my sector?
Or try and get on a panel of experts at key industry conferences?
Should I kill off that neglected blog on my website … or revive it and go all-in?
What about Medium.com? I’ve heard it’s a great place to publish articles!
Or should I focus on converting my old blog articles into LinkedIn posts or carousels?
I know! I’ll collaborate with other experts and thought leaders in my space to produce a series of Q&A articles for a LinkedIn newsletter!
Or … or … or maybe I can pair up with a peer or colleague to produce a regular live video simulcast via YouTube/Facebook/Instagram/X … or host audio-first events via LinkedIn Live?
Exhausting, isn’t it? That’s the point. There’s no shortage of tactics you could chase; the real challenge is knowing which ones are right for your brand and will actually move the needle for your business.
The list above (long, and by no means exhaustive) shows just how many options are available. All of them are legitimate PR and communications plays, and in the right context they can help proven professionals - expert founders and solo practice owners - build visibility and genuine authority in the marketplace.
Obviously this comes with a caveat: trying to do everything will end in tears. I see it all the time - smart business owners end up on the tactical hamster wheel, eventually burning out, scattering their effort, and creating minimal impact as a result.
Two things you need
Which brings us to the heart of the matter. If you want to build a recognised authority brand in 2025 and beyond, there are two things you need to get straight:
Think strategically before you go all-out tactically.
Develop your own philosophy around PR and marketing communications.
I’m not going to go deep into either here, but let’s be clear: without a strategy - a plan of sorts - your efforts can quickly drift off-course.
And while “philosophy” might sound a little woo-woo, bear with me. It could be the single biggest factor that keeps your brand aligned, consistent, and credible over time.
Your philosophy is your worldview plus the values and principles you operate by. It’s the lens through which you decide what to do, why to do it, and how to do it. In practical terms, it’s your non-negotiable beliefs about how you build authority and market your business - the principles that guide every tactical decision.
If strategy is the sheet music for an orchestra (gives the notes, structure, and plan for the performance; without it, the musicians don’t know what they’re playing), then philosophy is the conductor’s baton that keeps the orchestra in sync; it doesn’t make the music, but it brings alignment, tempo, and cohesion, and ensures everyone interprets the score consistently.
Credibility before conversion: here’s an example of ‘philosophy’ in action
Imagine you run a boutique consultancy, and you’re eager for it to grow.
A marketing-first mindset might tempt you to run a string of Facebook ads, churn out click-driven blog posts, or try to manufacture a viral LinkedIn video. You might even pay for “guaranteed media coverage” in a dodgy online publication, or buy your way onto the stage of an industry conference.
Sure, these tactics might get you some quick visibility - a spike in website traffic, a few new followers, maybe even some enquiries.
But here’s what they don’t get you: clients who see you as the obvious choice. People who refer you without hesitation. The ability to command premium fees because your expertise is recognised, not just marketed.
Now, let’s apply a philosophy of credibility before conversion. With this lens, you’d deliberately choose a different path:
Publish substantive insights on platforms your ideal clients actually respect.
Share your clients’ stories and outcomes (with their permission), highlighting value without chest-beating.
Pursue earned media or speaking opportunities that reinforce authority because they’re based on recognition, not transactions.
The result? Instead of a spike of attention that quickly fades, you build a body of work and reputation that compounds.
Twelve months later, you’re being invited to contribute, not pitching to be heard. Clients come pre-sold on your expertise. Your marketing amplifies authority you’ve already established, it doesn’t have to create it from scratch.
That’s the difference philosophy makes - it acts as a filter. Without it, you chase tactics. With it, you choose actions that build the kind of brand authority that lasts.
Start here: write down your top three non-negotiables for how you build authority and market your business. That’s your philosophy taking shape!
Onwards!
TY
In case we haven’t met yet …
Hi, I’m Trevor. I’m a battle-hardened PR, content and digital communications strategist, guide and thought partner, specialising in authority branding . I help proven founders, leaders and experts become credible, influential voices in their industry.
If you think we might be a good fit, let’s get together for a chat! CLICK HERE TO BOOK A NO-OBLIGATION 20-MINUTE ZOOM CALL
This was a re-assuring read as someone that believes building involves credibility and authenticity and that it’s a slow burn. Thank you for sharing.