Most business owners think getting featured in Forbes or on TV is about connections or luck.
But according to Nicole Pearl, it’s about understanding people.
Nicole spent more than twenty years in media — from beauty editor to on-air expert to PR coach — and she’s lived both sides of the pitch inbox. She’s the woman behind the phrase “Beauty shouldn’t be a bitch… and neither should getting on TV.”
Now, she’s teaching founders in beauty, fashion, lifestyle, and wellness how to master their own PR strategy — no $50,000 retainers required.
In this week’s episode of As Good As You Are, we talked about what really gets you seen, the mindset that keeps most founders hiding, and how to make visibility feel human again.
The Truth About Press: It’s More Personal Than You Think
“The mental side of PR is huge,” Nicole shared. “So many people don’t pitch because they’re scared — scared they’re not big enough, not ready, or that they’ll be rejected.”
But here’s what most founders forget: journalists are human, too.
“Sometimes your pitch doesn’t get opened because the editor’s on vacation or dealing with something personal,” Nicole explained. “It’s not about your worth — it’s timing.”
Instead of taking silence as rejection, she encourages business owners to follow up with empathy and persistence. Visibility isn’t about shouting louder. It’s about showing up like a human talking to another human.
Why a “Journalist-First” Approach Changes Everything
Nicole’s perspective flips traditional PR on its head.
Because she was the person being pitched for years, she knows exactly what makes editors, producers, and journalists pay attention — and what makes them hit delete.
“Most of what’s out there online about pitching is way off,” she said. “AI can help you research, but it can’t help you connect.”
That’s why she built her free Media Matchmaker Tool, which blends her insider formulas with AI to help founders identify the five media outlets best suited for their brand — and the angles most likely to land.
Visibility That Lasts Longer Than Virality
Viral moments fade fast, but Nicole believes that press — when done right — builds something that compounds: credibility.
She’s never spent a dollar on ads, yet her consistent visibility has led to national TV segments, brand partnerships, celebrity interviews, and even a stint on reality TV.
Her reminder? “Press is more than a one-time win. It’s the kind of ROI that never expires.”
The trick is knowing how to monetize your media.
That means hyping what’s coming, promoting the feature when it lands, and using it afterward as social proof that sells for you — long after the interview ends.
Personal Branding for Founders Who Don’t Want to Be Loud
When I asked Nicole about personal branding, she was clear:
“It’s not optional anymore.”
She challenges founders — even the introverts — to make their personal brand part of their PR strategy.
“You don’t have to be the loudest in the room. You just have to be seen enough for people to trust you.”
Her tip? Start with voiceovers.
If being on camera feels uncomfortable, record short videos or slideshows of your product or workspace with your voice narrating over it. People hear your confidence and feel your personality — without you needing to perform.
The Pitch Formula That Actually Works
Nicole’s 5W’s Formula is rooted in her journalist’s brain.
Each pitch should quickly answer:
- Who you are
- What the story is
- Why it matters now
- Where it fits in the media landscape
- When it’s relevant
And above all, keep it personal.
“I can’t tell you how many pitches I get addressed to the wrong name,” she laughed. “If you can’t spell my name right, I’m not going to trust you with a story.”
Turning Press Into Profit
“Getting featured is step one,” Nicole said. “Monetizing it is where the magic happens.”
That means:
- Turning each feature into content across your platforms.
- Adding “As Seen In” badges to your website.
- Referencing those appearances in sales calls and proposals.
Press gives your audience confidence before you ever open your mouth.
“You sell without selling,” she said.
Final Takeaway
Visibility isn’t vanity. It’s proof.
And when you stop treating it like a popularity contest and start approaching it like a relationship strategy — everything changes.
“PR isn’t about being loud,” Nicole reminded us. “It’s about being the strongest.”
If you’re a seasoned professional—a dentist, interior designer, chiropractor, therapist, or any other expert who has spent years building a solid reputation—then you may have noticed a shift in your industry. Clients are making different decisions, new competitors are entering the scene, and the way people choose businesses doesn’t feel the way it used to. […]
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