In the world of public relations, storytelling is everything. Lauren Cobello, CEO of Leverage with Media PR, has built her career helping businesses and leaders take control of their narratives, ensuring their stories are heard the right way.
On the latest episode of A Healthy Point of View podcast, hosted by Sam Tejada CEO of Liquivida®, Lauren opened up about her journey from TV personality to PR expert, sharing the strategies and insights that every entrepreneur needs to amplify their brand and build credibility in an ever-changing market.
Become a Thought Leader With This Never-Revealed PR Strategy | Lauren Cobello | Ep 23
The Art of Storytelling in PR
“PR is all about storytelling,” Lauren emphasized. “If you don’t tell your story, someone else will, and it might not be the way you want.” Her journey into PR began after years as a national TV personality, appearing on The Today Show, Dr. Oz, Good Morning America, and Rachel Ray. With her background as an influencer in personal finance and an author of three books, she realized that public relations was a tool to amplify her message.
Lauren’s own frustration with traditional PR agencies—many of which she felt lacked strategy and understanding of branding—led her to create Leverage with Media PR. Her agency specializes in helping clients develop their narratives, strategically position themselves, and truly leverage media appearances to grow their businesses.
PR vs. Marketing: Understanding the Difference
A common misconception Lauren addressed was the difference between PR and marketing. While marketing focuses on metrics like ROI, click-through rates, and paid campaigns, PR builds credibility and trust through storytelling. “PR creates the assets that marketing can leverage,” she explained. For instance, a TV segment or podcast interview can be repurposed into marketing campaigns to drive sales and engagement.
This synergy between PR and marketing is essential for businesses aiming to not just be seen but to be remembered. For an entrepreneur like Sam Tejada, PR has been a cornerstone of building his personal brand alongside his company, Liquivida®.
The Power of Personal Branding
One of the podcast’s standout themes was the importance of personal branding. Lauren highlighted that CEOs and business owners need to step out from behind their companies to establish themselves as thought leaders. “People want to know the story behind the brand,” she said. Writing a book is one of the most powerful ways to do this.
Sam shared his own experience, reflecting on how his book became a game-changer for his PR strategy. Lauren explained, “A book solidifies you as a thought leader. It’s not just about writing it—it’s about marketing it effectively to create a moment in your business that media and audiences can rally around.”
Strategic Storytelling: Start Small, Think Big
For those intimidated by PR or the idea of writing a book, Lauren encouraged starting small but strategically. Building credibility through smaller media outlets can lead to opportunities on larger platforms. She pointed to Sam’s first TV segment at the New York Stock Exchange as an example of starting strong while setting sights on bigger stages.
Lauren also shared tips for maximizing the impact of media appearances:
- Leverage behind-the-scenes content: Show the journey to connect with audiences on a personal level.
- Repurpose media appearances: Use TV clips and articles in ad campaigns to build trust and awareness.
- Tailor pitches: Every platform, whether local TV, national news, or podcasts, requires a customized approach.
The Heart of PR: Passion and Purpose
Lauren’s commitment to her clients goes beyond placements. “I immerse myself in my clients’ cultures,” she said, describing how she personally experienced Liquivida’s wellness services to better understand Sam’s brand. For her, PR is about building relationships, telling impactful stories that inspire, educate, and create change, and helping clients achieve their goals.
Why PR Matters More Than Ever
Lauren’s advice is clear: “Invest in your story. If you don’t, someone else will craft it for you.” Whether it’s crafting a narrative to align with your business goals or building a personal brand that resonates, PR is a powerful tool for long-term success.
For businesses looking to stand out and individuals aiming to establish themselves as thought leaders, Lauren’s insights offer a clear roadmap: invest in storytelling, be strategic, and always prioritize authenticity.