PR Strategy with Lydia and Bridget from Visibility on Purpose
The Endgame Entrepreneur podcast, hosted by Kassie, has been rebranded from the Mastermind Mixer to focus more on long-term entrepreneurial goals, including retirement and legacy building. In this episode, Kassie speaks with Bridget and Lydia, co-founders of Visibility on Purpose, a PR and media training company helping small businesses gain exposure without massive budgets.
They discuss common PR misconceptions, emphasizing that media coverage isn’t just about pitching products but aligning with a publication’s goals and audience interests. They highlight the importance of knowing one’s own business objectives before pursuing media placements, as PR is a long-term brand growth strategy rather than a quick advertising fix. The conversation concludes with insights on alternative visibility strategies, such as podcast tours, and the necessity of goal clarity in both PR and business operations.
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Transcript Summary
Introduction to The Endgame Entrepreneur Podcast (0:00 – 3:06)
Kassie introduces The Endgame Entrepreneur, a podcast dedicated to exploring the journeys of business owners and their motivations, challenges, and goals. She emphasizes that the show will discuss not just entrepreneurship but also broader life topics, pop culture, and the personal experiences that shape business success. She invites listeners to subscribe and reminds them that the “endgame” should be about more than just financial success—it should hold deeper meaning.
Kassie acknowledges that it is already mid-February, despite this being her first episode of the year. She explains that she took a break to reassess what the podcast meant to her and what she wanted it to mean for her audience. With this relaunch, she introduces the podcast’s new name—The Endgame Entrepreneur, formerly known as The Mastermind Mixer. While the structure of the show remains similar, the focus has shifted to long-term business planning, particularly how entrepreneurs think about their futures, including retirement.
Kassie references her personal experience, including her cancer diagnosis, which influenced this shift in perspective. She aims to foster deeper, more intentional conversations beyond casual networking topics. She introduces the episode’s guests, Bridget and Lydia, co-founders of Visibility on Purpose, and expresses excitement about her first dual interview.
Visibility on Purpose: Making PR Accessible (3:06 – 5:49)
Bridget and Lydia introduce Visibility on Purpose, their PR and media training company. They focus on helping boutique brands and small businesses that lack large PR budgets get featured in media outlets. Their goal is to assist entrepreneurs in breaking into media spaces traditionally dominated by major brands like Coca-Cola and Nike.
Kassie shares her own struggles with PR while promoting the ESC Conference with her business partner, Ali. She recalls how they encountered roadblocks due to the high costs associated with traditional PR, often feeling like it was a “pay-to-play” scenario. She asks Lydia whether businesses truly need to pay large sums to secure media coverage.
Lydia, a publicist with over ten years of experience, explains that while “pay-to-play” opportunities exist, they are not the only way to gain media exposure. She notes that major publications like Oprah Magazine charge exorbitant fees (up to $500,000 for a full-color page), making paid placements unrealistic for many entrepreneurs. However, she reassures Kassie that there are free methods for getting featured.
PR as a Long-Term Brand Growth Strategy (5:51 – 7:14)
Lydia explains that rather than directly pitching a conference or business for coverage (which often results in a request for ad payments), entrepreneurs should present compelling stories and angles that align with a publication’s interests. By offering engaging narratives, entrepreneurs can naturally build brand awareness without paying for advertising.
She highlights PR as a long-term strategy involving link-building, brand awareness, and networking with industry leaders. Kassie agrees, sharing that she and Ali always believed they had a powerful story but struggled with how to present it effectively. She references their backgrounds as military spouses and her cancer diagnosis, which significantly shaped their entrepreneurial journey.
The Origin of Visibility on Purpose (7:16 – 12:11)
Lydia shares her professional background, starting as a publicist in the music industry, working with Grammy-winning artists. She later transitioned into beauty, fashion, and lifestyle PR, representing products sold at major retailers like Neiman Marcus, Sephora, and Target. Over time, she became more fascinated by founder stories and how entrepreneurs developed their brands.
She eventually quit her corporate PR job in late 2020 to start her own agency. In doing so, she realized that many boutique brands did not understand how to access PR opportunities and often assumed they needed to pay for media exposure.
Meanwhile, Bridget, also from New Jersey, was making a name for herself in online business circles. She frequently went live on Facebook, discussing how business owners should leverage TV, podcasts, and publications to expand their reach. The two met in a Facebook group, began collaborating in 2021, and eventually launched their program, Visibility on Purpose.
Their brand’s first photo shoot took place in a park in Morristown, New Jersey, using a self-timer and a few props. While the setup was humble, their work quickly gained traction, with clients landing features in Bustle, SheFinds, Medium, and Forbes. Realizing the demand for accessible PR guidance, they expanded their business into a full-fledged training program.
Kassie, a photographer by trade, is intrigued by their early brand photo shoot and jokingly suggests they should redo it. Bridget and Lydia laugh, sharing that they have since redone it multiple times, but they still cherish their humble beginnings.
Kassie relates their story to her own experience with the ESC Conference. She and Ali noticed a gap in the entrepreneurial space, particularly for those in the “messy middle”—business owners who were not beginners but had yet to reach six-figure success. With no conference catering to this group, they decided to create one themselves. Lydia and Bridget agree, noting that their journey followed a similar “if it doesn’t exist, build it” mentality.
Expanding Visibility on Purpose (12:12 – 15:26)
Since their initial park-bench photo shoot, Visibility on Purpose has grown significantly. They have hosted multiple events, including retreats and networking gatherings, and now serve clients worldwide, from Australia to Mexico and across North America and Europe. They have launched their own podcast and various PR training programs.
Recognizing another gap in the industry, they recently began training virtual assistants (VAs) on how to handle PR for their clients. Many VAs were already attempting PR-related tasks without formal training, so Bridget and Lydia saw an opportunity to educate them properly.
Lydia, who traditionally worked as a publicist for clients, initially struggled with the idea of training people to replace her. However, Bridget reassured her that there would always be a need for PR professionals and that their mission should be to empower entrepreneurs rather than gatekeep knowledge.
She gives an example of a small skincare brand with high-quality ingredients and beautiful packaging but without a PR budget. Their goal is to help businesses like this gain media recognition for free, proving that PR is accessible to everyone.
Kassie finds their perspective inspiring, as she and Ali have spent years trying to navigate the entrepreneurial space and build their own conference. She expresses gratitude for the insights and motivation that Lydia and Bridget bring to the conversation.
The Difference Between Advertising and PR (15:26 – 16:20)
Kassie asks for clarification on the difference between advertising and public relations (PR), acknowledging that no one has truly explained it to her before. Bridget and Lydia clarify that while both serve to boost brand awareness and sales, PR is specifically about how the media perceives a brand and how business owners build authority through media exposure. Unlike paid advertising, PR is an organic strategy that allows businesses to establish credibility by being featured in various media outlets, whether on podcasts, TV, or in print.
They emphasize that their work focuses solely on organic PR, not paid placements. While paid advertisements have their place, they make a distinction between a media feature (earned PR) and a paid opportunity (advertising).
How Visibility on Purpose Works with Clients (16:20 – 19:10)
Lydia explains the process of working with clients, starting with a PR Brand Audit, which is a one-hour strategy call designed to identify the client’s goals. They determine what the business owner hopes to achieve—whether it’s selling a book, securing major media placements, or getting into major retailers like Sephora or Ulta. PR campaigns are structured to support these goals by building credibility through media exposure.
Some clients simply want backlinks and media logos for their website, while others want widespread exposure and industry authority. Depending on these objectives, Visibility on Purpose guides them towards the best PR strategies, such as securing podcast interviews or digital features.
Their flagship program, Pitch Party, offers two options: a self-paced DIY version and a consulting option that includes live calls with Lydia and Bridget. In addition to training their clients, they also share leads and opportunities with them.
Lydia reminds clients that PR is a long-term strategy, not a quick fix. Even after securing a media placement, there can be months of waiting before an episode airs or an article is published. However, she assures them that over time, PR builds credibility, generates backlinks, and brings in new opportunities and sales.
Setting Realistic PR Goals and Working Towards Big Media (19:11 – 21:35)
Kassie asks how they handle clients with ambitious goals, such as being featured by Oprah. Lydia encourages clients to set big aspirations but also emphasizes the importance of small, strategic steps to get there.
She explains that credibility is built through progressive media exposure. For instance, medical professionals with strong credentials might have an easier time getting into top publications, while coaches or entrepreneurs without formal qualifications may need to establish their authority first through smaller media features.
To illustrate this, Lydia shares the story of one of her earliest personal clients, who also aimed to be featured in Oprah Magazine. By strategically securing mid-tier and top-tier media placements over 18 months, they ultimately succeeded in landing her a print feature in Oprah Magazine. This experience solidified Lydia’s confidence in the PR process and reaffirmed that media exposure is a win-win for all involved—the entrepreneur, the media outlet, and the PR strategist.
Bridget’s Entrepreneurial and Holistic Background (21:36 – 25:34)
Kassie shifts the conversation to Bridget’s background, intrigued by her diverse expertise in business, yoga, and Ayurveda.
Bridget shares that she started her career working at Yelp in New York City but eventually quit to pursue yoga instruction and study Ayurveda in Ibiza, Spain. She describes her personality as a blend of entrepreneurial ambition and deep spirituality. While she always knew she would be in business, her path took several unexpected turns, leading her to holistic wellness and PR.
Her introduction to PR came from a personal need—she wanted to get her own name and expertise featured in the media. She self-taught her way through the process, securing placements in Entrepreneur, U.S. News & World Report, Good Morning Arizona, and other major outlets. Her drive to learn and share knowledge led her to PR coaching, where she now helps others do the same.
Bridget reflects on how all of her experiences—business, wellness, publishing, PR—have come together to shape what she does now. She believes that past experiences plant seeds for the future, even when the path seems uncertain.
Kassie relates to this perspective, noting that while she was initially skeptical of concepts like “manifestation,” she now understands its power in setting clear goals and taking action towards them. Bridget affirms that visualizing success while taking concrete steps is a powerful strategy. She describes her own experiences using meditation to envision speaking opportunities and media appearances—many of which later became reality.
The Importance of Self-Care and Maintaining Balance (25:34 – 29:59)
Kassie shares how her health challenges from the past year have pushed her to focus more on self-care. While she previously dismissed it as something she would prioritize “when she had time,” she now sees it as essential to both her well-being and business success. By prioritizing self-care, she has found herself making clearer decisions and pursuing business opportunities with greater purpose.
Bridget agrees, pointing out that many entrepreneurs, including Lydia, have found holistic health approaches only after exhausting traditional options. She emphasizes that taking care of oneself is not just about personal health but also about navigating the emotional ups and downs of entrepreneurship.
She and Lydia often talk about the emotional rollercoaster of running a business. Some days, everything feels aligned—money is flowing, opportunities are abundant, and the vision is clear. Other days, it feels like they are pedaling without making progress.
Kassie appreciates Bridget’s metaphor and shares her own analogy: “You can’t drive two cars at once.” She explains that entrepreneurs must be intentional about where they direct their focus—whether it’s their business or their personal life—and avoid trying to operate in both spaces simultaneously.
As the conversation continues, Kassie mentions a recent email from Jason Feifer, Editor-in-Chief of Entrepreneur Magazine, setting the stage for the next part of the discussion.
The Long Game of PR and Rejection (29:59 – 32:30)
Kassie shares a recent email she read from Jason Feifer, Editor-in-Chief of Entrepreneur Magazine, about how to handle rejection. The email emphasized that pitching a story to the media isn’t about selling a product or event outright—it’s about aligning with the publication’s mission and goals. For example, Feifer explained that Entrepreneur Magazine exists to help people build things, so any pitch should contribute valuable insights to that purpose.
Kassie reflects on how this lesson ties directly into PR, likening it to the long-term nature of media strategy. Simply approaching a magazine and asking to be featured won’t work. Instead, business owners must think about how their expertise can fit into existing editorial themes and narratives.
Lydia agrees, stating that a major part of what they do at Visibility on Purpose is educating business owners on how PR actually works. Many entrepreneurs mistakenly believe that media outlets will simply promote their business or event without considering what the audience actually wants. However, journalists and editors have their own content needs and goals, and pitches must align with the publication’s existing themes and audience interests.
She advises entrepreneurs to research the publications they want to be featured in by searching for keywords related to their business and seeing what topics are already being covered. From there, they can craft story angles that fit within those established narratives. She also clarifies that full-page feature spreads in magazines are often paid placements, not earned PR.
Clarifying Goals: Why Do You Want Media Exposure? (32:30 – 35:20)
Kassie expands on the idea by referencing Feifer’s point about understanding your own goals before pitching. While many business owners aspire to be featured in high-profile outlets like Oprah Magazine or Entrepreneur, they should ask themselves why that’s the goal. Is it truly the best platform for their message and audience? Or is it just for prestige—to have a recognizable media logo on their website?
Bridget agrees that goal clarity is essential. Different forms of media serve different purposes, and for some businesses, a podcast tour or niche industry interviews might be more effective than a traditional print feature. Podcasts, for example, allow for long-form storytelling, creating deeper audience connections and providing opportunities to sell without overt selling.
She points out that TV segments, while prestigious, are often only two to three minutes long—not enough time to tell an in-depth story. Business owners should be honest with themselves about whether a media placement aligns with their actual business goals and choose the right PR strategy accordingly.
Lydia adds that, whether working with a PR training company, a publicist, or even an online business manager, the first step should always be asking what the entrepreneur truly wants. She stresses the importance of tailoring PR strategies to business objectives rather than chasing media exposure for exposure’s sake.
Aligning Systems with Business Goals (35:20 – End)
Kassie relates this discussion back to business systems, sharing that she recently posted on social media about systems audits. She explains that without knowing the goal of a system, it’s impossible to determine whether it’s broken or working efficiently.
Bridget nods in agreement, reinforcing that if you don’t know where you’re going, you’ll never get there—whether in PR, business operations, or long-term planning. The conversation concludes on the note that intentional strategy, patience, and alignment with long-term goals are key to business success, media visibility, and overall entrepreneurial fulfillment.
