Earlier this week, I shared a question I asked Marcus Sheridan:
“When people begin to use the They Ask You Answer/Endless Customers approach, do you see the wider industry and media starting to seek them out more organically?”
His answer was immediate: “Oh Greg, this is a great one… because it is very true. We see it over and over again.”
Marcus didn’t talk about tactics. He talked about what businesses become.
When they commit to answering questions openly and honestly, they don’t just generate leads… they become:
- the most known
- the most trusted
- the most transparent
- the best teachers in their space
And as he put it: “Even if we’re not a fit, they let me know.”
That level of honesty is what separates noise from authority.
Where PR enters the picture.
Marcus said: “Where PR picks this up is… this company is making waves in the industry because they broke a rule.”
That’s it. Not “we sent a press release”. Not “we know a journalist”. They broke a rule.
PR isn’t about activity. It’s about deviation.
Marcus was clear: “You break an existing rule or a norm in an industry.” That’s what gets attention.
He gave a simple example, being the first in your space to introduce something others wouldn’t, like an online estimator.
That’s not marketing activity. That’s a shift in behaviour. And that’s what makes something newsworthy.
Why most businesses never get there.
Because they don’t break anything. They:
- follow the same models
- protect the same information
- say the same things as everyone else
So there’s nothing to notice. Nothing to report. Nothing to talk about.
The part most people will overlook.
Marcus also said: “Being a maverick with your marketing and being more bold… absolutely led to a lot of positive PR.”
Not occasionally. Not in theory. Over and over again.
And now there’s another layer.
He also pointed out something that’s becoming increasingly important: “These PR links are really appreciated by AI… making it more likely that you’re on the recommendation side versus the rejection side.”
So this isn’t just about media anymore. It feeds into:
- how you’re discovered
- how you’re recommended
- how your authority compounds
The takeaway
If you want PR, don’t start with PR. Start with this:
- Are you actually saying anything different?
- Are you willing to break a norm in your industry?
- Are you being more transparent than your competitors?
Because according to Marcus Sheridan… That’s where it starts.
And based on what I see every day… That’s where it either happens, or it doesn’t.
If you’re already doing this, even a little, you’re closer than you think. If you’re not… Now you know why no one’s knocking.