Don stripped enterprise PR tactics down to core principles, discovering that direct journalist relationships often outperform agency relationships in niche markets. His team achieved consistent trade media coverage by treating journalists as domain experts rather than distribution channels, leading to stronger story development and more authentic coverage.

TrustLayer's "Brick by Brick" podcast grew from 0 to 600 baseline listeners in their niche market by treating it as a relationship-building platform. They leverage the show to connect with potential customers, turning sales prospects into podcast guests and creating natural conversation opportunities that build trust before any sales discussion.

Rather than chasing mainstream business media coverage, Don's team focused on dominating insurance trade publications, where their target audience consistently engages. This focused approach helped them build credibility with risk managers and insurance brokers, leading to stronger channel partnerships and direct customer relationships.

Instead of filtering executive communications through agencies, Don positions company leaders in direct conversation with journalists, creating authentic dialogue that generates both immediate coverage and content for owned channels. This approach has resulted in a 60% increase in thought leadership opportunities.

The team uses their podcast platform to secure press passes at industry events, enabling them to conduct on-site interviews while gathering competitive intelligence. This dual-purpose approach maximizes their event ROI while creating valuable content for their audience.

Rather than chasing every trending topic, TrustLayer evaluates news-jacking opportunities through their audience's perspective. They gather cross-functional input on trending topics and only engage when they can add meaningful perspective to the conversation, maintaining credibility while building share of voice.