This episode's featured track is IN THE ARENA - Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up.

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Welcome to Earn the Right, your go-to audio platform for building reputation-based authority, mastering PR, and transforming credibility into career-defining opportunities.

In today's "In the Arena" episode, Trevor Young looks at what savvy PR in action looks like through the work of US-based speaking and storytelling consultant, Jay Acunzo, a credible expert who builds his brand and business using smart, sustained PR.

With so many tactics on offer, expert founders and solo practice owners often get tangled up working out what PR is versus what marketing is, and which activities to focus on. Jay offers a working answer through how he shows up, day after day.

This episode walks through the activities Jay shared in a recent LinkedIn post for building an audience without relying on social media feeds. Organising local meetups, giving free talks to companies, writing guest columns for niche media, pitching himself to podcasts, contributing to expert roundups, hosting his own show, saying yes to coffees and networking calls, attending events for years, and keeping a steady writing practice and email newsletter going.

You'll hear why PR today is not just about getting your name in the press, why face-to-face still matters in an AI-dominated world, and why going "off Broadway" into quieter rooms and overlooked venues is where authority gets built, conversation by conversation.

Whether you're a consultant, coach, expert founder, or seasoned solo practice owner ready to raise your profile in a sustainable, human way, this episode gives you a practical model to follow.

PR is about earning the right to market your wares to people. Credibility before conversion.

Let's get into it!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right newsletter

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

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WHERE DOES PR FIT IN THE OVERALL SCHEME OF THINGS -- LET'S BREAK IT DOWN

In this episode I unpack what I call my 'Marketing Communications Pyramid'.

This is a framework I've used for years to break down the various elements that make up the marketing mix; I do this so I can, in turn, isolate the PR elements and where they sit in the broader picture.

CHECK OUT THE PYRAMID - CLICK HERE

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ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co

In today’s sea of AI-generated noise, real authority comes from genuine conversations 👉 Podcast guesting isn’t just a marketing tool, it’s how credibility and trust are earned, sustainable, over time.

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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In This Episode:

Podcast guesting is more than a visibility game - done right, it’s one of the most powerful ways for experts and leaders to earn authority, transfer trust, and cut through a noisy AI-saturated world.

Tom Schwab, founder of Interview Valet and a trailblazer in podcast interview marketing, joins Trevor Young to break down how intentional podcast guesting can transform your business and reputation.

Key Takeaways:

• Conversations over funnels: Tom debunks the myth that sales start with automation, arguing that “you’re just one conversation away” from your next big client, partner, or team member.
• Podcasting in 2026: Discover how the podcast medium has evolved - blurring lines with video, on-demand content, and new distribution platforms.
• Strategy first: Why throwing yourself at every podcast is pointless - Tom shares the smart way to pick shows, pitch yourself, and show up with value.
• Be a magnet, not a megaphone: Attract your perfect clients and repel the wrong ones. Learn how a focused guesting strategy works better than chasing fame or big-name shows.
• Master the pitch: No copy-paste emails! How to introduce yourself as a human, offer a killer topic, and make it easy for hosts to say yes.
• Collaboration wins: The best podcast experiences come from guests who treat appearances as relationships, not transactions.
• Leverage your appearance: Don’t “set and forget” - promote your interviews, repurpose content, and use each appearance as an authority-building asset.
• The ultimate authority transfer: Why third-party endorsement from trusted hosts builds trust faster than any self-promotion ever could.

Action Steps:

• Get intentional: Decide who you want to reach and why.
• Do your homework: Research, engage, and pitch with care.
• Be professional: Show up, add value, and always promote the show afterwards.
• Build your digital footprint: Hosts (and AI) are watching!

Useful Links:

• Interview Valet Welcome Page for EARN THE RIGHT: Templates, free resources, and more from Tom Schwab.

Don’t forget: The best opportunities come from showing up, offering value, and earning the right to be heard.

Subscribe, share, and leave a review - and start earning your authority today!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is IN THE ARENA - Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up.

__________________

Welcome to Earn the Right, your go-to audio platform for building reputation-based authority, mastering PR, and transforming credibility into career-defining opportunities.

In today’s “In the Arena” episode, Trevor Young takes a deep dive into authority branding - what it is, who it’s for, and how you can leverage it to become not just respected, but recognised and sought out in your field.

In a noisy world crowded with influencers, growth hackers, and short-lived tactics, seasoned professionals often find their hard-won expertise overshadowed.

This episode unpacks why being the best isn’t enough - today, you have to be known, trusted, and top of mind. We’ll break down the essential components of authority branding, explore who should invest in it, share hypothetical examples, and highlight the pitfalls to avoid.

Whether you’re a consultant, coach, founder, or seasoned expert ready to step out of obscurity and lead the conversation in your industry, this episode will give you practical tools and ideas to ensure your personal brand truly reflects your expertise.

Let’s get into it, because the market doesn’t reward the best; it rewards the best known.

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right newsletter

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

If AI doesn’t mention you, you don’t exist. 👉 Generative AI is changing the game: from search rankings to synthesised answers, your reputation matters more than ever.

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

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This episode dives straight into the revolution happening in search and reputation - where discovery, validation, and authority-building are being transformed by GenAI.

Host Trevor Young - along with expert guests Darryl Sparey and Simon Murphy - take listeners into the trenches of PR, communications, and AI, unpacking how leaders, experts and brands can earn their presence in the generative AI landscape.

What’s covered:

• Why traditional SEO strategies aren’t enough, and what “Generative Engine Optimisation” really means.
• The rise of GenAI as the go-to for deep questions, synthesised answers, and (personal) brand credibility.
• Why B2B decision-makers and consumers are moving to GenAI - and what it means for your visibility, reputation, and commercial impact.
• How AI platforms like ChatGPT, Perplexity, Gemini, Copilot, and Claude have different rules and partnerships that influence what gets surfaced.
• The critical role of earned media, owned media, and structured content - plus, why regularly updating your 'About' page is now mission-critical.
• Actionable advice for leaders, founders, and experts: how to proactively audit, create, and position content that gets recognized and cited by AI.
• The new “authority stack” – structured web content, consistent entity presence (LinkedIn, Wikipedia, directories), and meaningful earned media mentions in both small and big outlets.

Key takeaways:

• Does your brand really exist if GenAI doesn’t recognise it - proactivity is key!
• The right kind of content and citations matter more than ever - depth beats breadth.
• Freshness and consistency trump old-school “set-and-forget” SEO techniques.
• Smaller, niche players can leverage agility to outpace bigger brands in GenAI-driven discovery.

Who should listen?

PR pros, marketers, founders, thought leaders, and anyone serious about reputation and authority in the age of AI.

Connect with the experts:

• Darryl Sparey: hardnumbers.co.uk, LinkedIn
• Simon Murphy: LinkedIn, indigomurphy.com

Ready to earn your right to be discovered? Tune in and set your strategy for the AI-powered future of reputation!

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Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

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DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?

Marketing vs PR: Let's continue to 'pull this thread'! This is part 2 of this particular topic - see episode 316 for part 1.

As a business owner, if you can get clarity and focus on the things you SHOULD be doing rather than trying to do everything in a mishmash way - you’re going to be way ahead of your competition (not to mention more confident in moving forward!).

When it comes to building marketplace visibility and reputation, the winners are those who see the bigger picture, understand the changing landscape, and take action accordingly.

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ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks -

1. From The Trenches
2. The Pay-off
3. Pocket PR Essentials
4. In The Arena

— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co

*** Small stages lead to big ones. Narrow niches lead to national news. You don’t start on Broadway - you start 'off Broadway' ***

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

We're flipping things this week - instead host Trevor Young doing the interviewing, today he's the one being interviewed.

This episode is a replay of a conversation Trevor had with Tom Schwab on the The Podcast Interview Marketing Show (you can find the original interview here).

Let's get into it!

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EPISODE OVERVIEW:

Forget fireworks, build momentum!

Trevor Young and Tom Schwab, founder of Interview Valet, unpack Trevor's Rolling Thunder Strategy - a blueprint for growing credibility, authority, and a brand that actually lasts.

What you’ll learn:

• Why one big publicity moment isn’t as powerful as consistent, niche exposure
• How to play the long game in branding and earned media
• The crucial difference between earned authority and manufactured influence
• How AI is changing how people find and trust you
• Steps to becoming the go-to expert in your industry

Notable highlights:

• Don’t chase tier one media exposure -start with niche podcasts and industry blogs
• Build trust with the right people, not just big audiences
• AI is now doing your research; credibility online = credibility in its results
• Reputation creators vs indie content creators - focus on impact, not vanity metrics
• Consistent effort creates “Rolling Thunder”: start small, grow big, amplify everything

Action steps:

1. Pick your niche and own your voice
2. Create one owned media channel (blog, newsletter, podcast, or YouTube)
3. Secure guest spots or articles in specialised industry spaces
4. Keep a log of your media, amplify it on socials, build your authority wall
5. Focus on credibility before conversions - earning trust is earning future business

Subscribe & connect:

• Get more wisdom: Earn the Right newsletter on Substack (earntheright.co)
• Follow Trevor Young and Tom Schwab on LinkedIn
• Check out Tom's podcast - The Podcast Interview Marketing Show

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

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DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?

As we heard in a previous episode (312: POCKET PR ESSENTIALS / Unpacking public relations: Busting myths), PR is largely misunderstood in the business world.

But so too is marketing, which is often equated simply to running ads or any activity that promotes a brand.

There are a few differences between PR and marketing, with no shortage of crossover between the two.

Understanding these differences will give you an edge over those who are perennially confused and thus get caught in the trap of just 'doing stuff' without understanding why.

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ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks -

1. From The Trenches
2. The Pay-off
3. Pocket PR Essentials
4. In The Arena

— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co