B2B Vault Podcast Recap: Why Website Policies Matter — with Hans Skillrud of Termageddon
How to Build Publicity That Grows Your Business
Lessons from Dr. Richard Kaye on B2B Vault: The Biz-to-Biz Podcast
On a recent episode of B2B Vault: The Biz-to-Biz Podcast, hosted by Allen Kopelman and sponsored by Nationwide Payment Systems, business acceleration expert Dr. Richard Kaye shared his insights on the powerful role publicity plays in business growth. The episode explored the differences between public relations (PR), advertising, and publicity—and how mastering publicity can be a game-changer.
Dr. Kaye’s message was clear: visibility builds credibility—if done the right way.
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How to Build Publicity That Grows Your Business
Lessons from Dr. Richard Kaye on B2B Vault: The Biz-to-Biz Podcast
On a recent episode of B2B Vault: The Biz-to-Biz Podcast, hosted by Allen Kopelman and sponsored by Nationwide Payment Systems, business acceleration expert Dr. Richard Kaye shared his insights on the powerful role publicity plays in business growth. The episode explored the differences between public relations (PR), advertising, and publicity—and how mastering publicity can be a game-changer.
Dr. Kaye’s message was clear: visibility builds credibility—if done the right way.
PR vs. Advertising vs. Publicity
Dr. Kaye broke down three key promotional strategies:
• Public Relations (PR):
Involves sending out press releases and hoping for coverage. Valuable, but not guaranteed.
• Advertising:
Paid placements like TV spots, digital ads, and print campaigns. Trackable, but often costly.
• Publicity:
Earned attention through podcasts, articles, or TV appearances. Builds trust and authority without paying for placement.
“Publicity is about increasing your influence and credibility. It’s when people say, ‘I see you everywhere.’”
Publicity Is for Everyone
Dr. Kaye emphasized that publicity isn’t reserved for celebrities. Early in his career as a chiropractor in San Diego, he gained local media exposure through:
• Appearances on “Sunup San Diego”
• Features in the San Diego Tribune and Los Angeles Times
• Unsolicited outreach from ABC and PBS producers
His name recognition came from consistent media exposure—and that’s the power of earned publicity.
Books as Powerful Business Cards
Publishing a book can position you as an expert and open doors to speaking engagements, media, and new clients.
• Don’t treat the book as a revenue stream—treat it as a branding tool.
• Self-publish using platforms like Kindle Direct Publishing to maintain control.
• Avoid traditional publishing contracts that restrict your rights.
“Don’t write a book with AI in three seconds. People can tell. Use your voice. Be real. Be credible.”
How to Get Featured on Podcasts and Radio Shows
Dr. Kaye outlined a simple strategy:
1. Identify shows relevant to your niche.
2. Pitch the producer, not the host.
3. Offer value tailored to the show’s audience.
4. Follow up respectfully within 7–10 days.
5. Be collaborative—not self-promotional.
Allen Kopelman added, “My first 50 podcast episodes weren’t perfect—but I kept going. Publicity is a skill you build.”
The Power of Leverage
Getting featured is just step one—what comes next is critical:
• Add media features to your website
• Use them in sales proposals and pitch decks
• Repurpose into social media, blog posts, and print materials
• Share across platforms for continued visibility
Bonus resource: Free 6-minute training at richardk.com/le
Dr. Kaye’s Top Tips for Building Publicity
• Start with podcasts to grow your name recognition.
• Write articles for trade publications.
• Pitch with a service mindset—don’t lead with ego.
“It’s not who you know—it’s who knows you.”
Watch Out for Publicity Scams
Dr. Kaye warned against so-called “overnight fame” vendors:
• Vet providers carefully.
• Be wary of “guaranteed exposure” offers.
• Focus on genuine relationships—not vanity metrics.
Final Takeaway
Publicity is more than a tactic—it’s a mindset.
“We don’t see the world as it is—we see it as we are. Be the person people want to spotlight. Serve. Show up. Be seen. Be heard.”
Resources
• Podcast Episode: B2B Vault: The Biz-to-Biz Podcast
• Dr. Richard Kaye Website: talkaboutpublicity.com
• Free Training: richardk.com/le
• Speaker Page: richardk.com/guest
• Allen Kopelman: allenkopelman.com
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FAQ: Frequently Asked Questions
What’s the difference between PR, advertising, and publicity?
- PR involves sending press releases to earn media coverage, which isn’t guaranteed.
- Advertising requires payment for space or time in media channels and offers measurable ROI.
- Publicity is earned exposure through outlets like podcasts or articles—it builds trust without direct costs.
Why is publicity important for business growth?
Publicity creates visibility, which leads to credibility and influence. It helps people recognize your name, increasing trust and opportunities in your industry.
Do I need to be famous or have a big budget to get publicity?
Not at all. Publicity is accessible to anyone willing to consistently show up and share value. Dr. Kaye’s story highlights how local features and podcast appearances can open doors.
Should I write a book to build my reputation?
Yes—publishing a book positions you as an expert and can lead to speaking engagements and media invitations. It’s best used as a strategic business tool, not just a revenue stream.
What’s Dr. Kaye’s main advice for business owners seeking publicity?
Start with podcasts, write for trade publications, and always approach media with a service mindset. Publicity isn’t about ego—it’s about impact.
