It used to be that only celebrities, politicians, and massive corporations had to worry about “publicity.” If you were an everyday professional, your reputation was mostly confined to your office walls and your immediate social circle.
The internet changed the rules of the game for everyone.
In the latest episode of the Earn & Invest podcast, host Doc G shares a striking realization from his medical career: the sudden rise of doctor rating sites subjected everyday physicians to intense, unvetted public scrutiny from strangers. Almost overnight, the landscape changed. Today, whether you are a doctor, an entrepreneur, or a creative, your future landlords, employers, and even romantic partners are going to Google you.
To help navigate this reality, Doc G sits down with Sarah Snyder, the head of partnership development at Wasabi Publicity. Together, they demystify the world of public relations and explain why actively managing your narrative is no longer optional—it is essential.
The Devil Wears Prada Effect
Snyder, who transitioned from psychological counseling to PR, defines public relations simply as strategic communication. Publicity, then, is the dissemination of that information. She compares good publicity to going on a first date: it is about authentically presenting your best, most genuine self to the world.
But how much does PR actually impact our daily lives?
A major theme of the episode explores what you might call the Devil Wears Prada effect. Much like Meryl Streep’s famous monologue about cerulean blue sweaters, the ideas, trends, and content the average person consumes—down to the specific guests on your favorite podcasts—are often carefully placed there by publicists working behind the scenes. We think we are organically discovering content, but more often than not, a PR strategy helped put it in our path.
Taking Control: Diluting the Pollution
If everyone is eventually going to be Googled, how do you protect yourself from negative or out-of-context information posted by random strangers? Doc G introduces a powerful, memorable mantra for the digital age:
“The solution to pollution is dilution.”
Since you cannot easily delete what others say about you online, your best and most effective defense is offense. By intentionally flooding the internet with your own curated, high-quality content, you control the narrative. You ensure that when someone searches for you, they find the best, most accurate version of who you are and the value you bring.
How to Build Your Fire
For those looking to intentionally build a brand, launch a book, or start a business, Snider offers actionable insights on how to navigate the PR landscape:
Start Early: Begin seeking publicity six to twelve months before your major project actually launches.
Find Your Niche First: A good PR firm will help you identify your specific angle, provide media training, and craft creative pitches. Starting with targeted podcasts is currently highly effective before scaling up to national TV and radio.
Interview Your PR Firm: Do not just hire the first agency you find. Ensure their values align with yours. Wasabi Publicity, for example, strictly requires clients to be putting ethical good into the world.
Avoid the “AI Slop”: While Artificial Intelligence is a fantastic brainstorming tool, relying on it to write your pitches is a mistake. Journalists and podcast hosts’ inboxes are flooded with generic AI writing, and they instantly delete it. Human authenticity and specific context are what cut through the noise.
Doc G closes the episode with a beautiful analogy: Publicity is like building a fire. Success rarely spontaneously combusts. Instead, a publicist carefully gathers the kindling and builds the structure. That way, when the right spark of luck or perfect timing hits, it catches fire and grows into a massive success.
Ready to start building your fire? Listen to the full conversation with Sarah Snyder on this week’s episode of Earn & Invest, available now wherever you get your podcasts.