How Jessica Crane used expert and founder-led PR to build national media visibility
Jessica Crane
Business coach and entrepreneur
Jessica Crane worked with Fair Public Relations on a nine-month PR campaign designed to build her profile as a business coach, entrepreneur and credible media commentator.
The campaign combined expert commentary with founder-led storytelling, using Jessica’s experience across business, money, entrepreneurship, remote working and personal success to create a steady flow of media opportunities.
The client
Jessica Crane is a business coach with first-hand experience of building businesses, managing teams and navigating the realities of entrepreneurship.
Rather than relying on one narrow area of expertise, the campaign drew on different parts of Jessica’s professional and personal experience to give journalists a wider range of credible angles.
These included small business, remote working, money, entrepreneurship, productivity, work-life balance and Jessica’s own founder story.
The opportunity
The objective was to build Jessica’s visibility through earned media while positioning her as somebody journalists could approach for useful business commentary and strong first-person stories.
The campaign had several potential routes.
Jessica could contribute practical expertise around running and growing businesses, but she also had personal stories that could work for consumer and national media.
That meant the campaign did not need to rely on one PR mechanism.
We could develop:
expert commentary
small-business advice
workplace and remote-working angles
money and financial wellbeing commentary
founder storytelling
personal success stories
lifestyle-led business stories
reactive journalist opportunities
The PR strategy
We positioned Jessica around subjects where her experience could provide journalists with useful, credible content.
Rather than repeatedly pitching one founder profile, we developed different angles depending on the publication and current media conversation.
This included commentary around remote working and small business, as well as more personal founder-led stories exploring Jessica’s own experiences and achievements.
Examples included media opportunities around:
remote jobs that can be done while travelling
the small-business landscape
improving your relationship with money
operational efficiency for small-business owners
maintaining friendships while running a busy business
building generational wealth for children
Jessica’s founder story
personal financial success
breaking generational cycles
The variety of topics allowed us to approach business, finance, lifestyle and national consumer media rather than relying on one narrow group of journalists.
Media coverage
During the nine-month campaign, Jessica received coverage and media opportunities across national, business, finance and lifestyle publications.
Published coverage included outlets such as:
Yahoo
AOL
GOBankingRates
The Sun’s Fabulous
Croner-i
Creative Bloq
The Independent
Fortune Europe
Her coverage ranged from expert-led business and workplace commentary to more personal founder and lifestyle stories.
This breadth helped demonstrate that Jessica could contribute to several different editorial conversations rather than being limited to one type of article.
Building a stronger media profile
One of the advantages of expert-led PR is that successful coverage can create the foundations for future opportunities.
A journalist may initially encounter an expert through one particular pitch, but strong contributions can establish them as somebody worth considering again.
Jessica’s campaign therefore focused not only on individual pieces of coverage, but on building a wider body of third-party evidence around her expertise and founder story.
The combination of business commentary and more personal storytelling helped strengthen that profile over the nine-month campaign.
What Jessica said
“I have been working with the team for a couple of months and have had great national press coverage. I find the team excellent to work with and I'm looking forward to the projects we have in the pipeline.”
— Jessica Crane, Business Coach
The outcome
Over nine months, the campaign helped Jessica build national and business media visibility across a varied range of subjects.
Rather than relying on one story or one press release, the strategy repeatedly found new ways to connect Jessica’s expertise and experiences with subjects journalists were already covering.
The result was a broader media profile spanning entrepreneurship, small business, remote working, money, lifestyle and founder-led storytelling.
You can view Jessica Crane’s published articles in our Media Coverage database, alongside hundreds of other articles secured for our clients across a wide range of industries, sectors and areas of expertise.
The results
| Campaign | Jessica Crane |
| Campaign length | 9 months |
| Objective | Build national media visibility and strengthen expert and founder positioning |
| Expertise | Business, entrepreneurship, money, remote working and small business |
| PR approach | Expert commentary, founder PR, business commentary and personal storytelling |
| Selected publications | Yahoo, AOL, GOBankingRates, The Sun’s Fabulous, Croner-i, Creative Bloq, The Independent and Fortune Europe |
| Campaign focus | Expert visibility, founder storytelling, business authority and media credibility |
Could your expertise become a media opportunity?
Strong PR does not always begin with a dramatic company announcement.
For founders, coaches and experts, the starting point can simply be having useful knowledge, credible experience and interesting stories that journalists can use.
Fair Public Relations helps founders and experts identify those opportunities, develop the right positioning and turn their knowledge into relevant earned media.
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