MCP106 Making Media Work For You w/ Lauren Kwedar Cockerell

Today’s #MeetCoolPeople episode features a great conversation with Lauren Kwedar Cockerell, founder and president of Kwedar & Co. We actually met at an event and hit it off before I learned she was on the panel for podcasters. She’s got a long history in PR, helping B2B companies and purpose-driven leaders tell their stories in clear, honest ways.

Lauren breaks down how PR has changed in the last two decades. Think less about faxing press releases, more about crafting thoughtful stories that stand out in today’s crowded market. We talked about the real value in showing your business’s heart. Even in industries that people call “boring.”

We covered a lot, from building relationships with journalists to pitching stories without sounding robotic. Lauren had strong opinions about the right and wrong ways to get PR opportunities, especially how important it is to respect both your brand and the media’s time.

Here are my favorite takeaways:

• Start With Curiosity: The best stories come from asking questions and finding the personal angle behind the business. Even companies that feel “boring” have something special when you look closer.
• Build Real Relationships With Media: Journalists and reporters are people. Follow them, comment on their work, and communicate like you would with any colleague. Mutual respect gets better results.
• Quality Over Quantity in Pitches: Don’t spam generic pitches or hire cheap firms that do. Lauren stressed how badly that hurts your reputation. Invest in someone who learns your story and can match you to the right opportunities.
• Small Businesses Can Win at PR: You don’t need a big budget. Even solo founders can offer expert perspectives, become a resource for local media, and use platforms like podcasts to share their voice.
• PR Means Serving, Not Selling: Think about the value you bring to journalists, audiences, and clients. Make things easier for everyone and trust goes further.

Connect with Lauren:

• Website: https://KwedarCo.com/
• Podcast: The Impatient Entrepreneur Podcast (available everywhere)
• LinkedIn: https://www.linkedin.com/in/laurenkwedar/
• Social: @KwedarCo on most platforms

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