How Jeremy Slate Turned Podcasting Passion into a Business Empire

Dan Nicholson

In today’s digital age, media plays a crucial role in shaping and elevating a brand. Jeremy Ryan Slate, co-founder of Command Your Brand and host of the "Create Your Own Life" podcast, has built his career on it. “Public relations is about creating trust, getting people to understand who you are, know you, like you, and trust you,” he says. “Then, once you have that market knowing you, liking you, and trusting you, you promote it. That's marketing.”

The Power of Public Relations

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It is a tool that can be used to manage and influence public perception. According to a report by the Public Relations Society of America (PRSA), effective PR can enhance brand credibility, increase visibility, and ultimately drive business success. Jeremy’s journey highlights the critical role PR played in his success. By consistently sharing his story and engaging with his audience, he was able to build a loyal following that trusts and supports his brand.

One of Jeremy's key strategies for gaining media attention is what he calls the “small pond strategy.” This involves starting with smaller, local media outlets to build a portfolio of press coverage. “For a lot of people, I tell them to find the small pond that they are a big fish in. This could be a local newspaper, a university publication, or a community newsletter," he explains. “This approach not only builds credibility but also creates backlinks to your website, enhancing your online presence and search engine ranking.”

The Role of New Media in Brand Building

New media, which includes digital platforms such as podcasts, social media, and blogs, has transformed the way brands communicate with their audiences. Jeremy's success is a testament to the power of new media. His podcast, “Create Your Own Life,” which started as a side project, quickly gained traction with 10,000 listens in its first month. This success highlights the potential of new media to reach and engage audiences on a global scale.

A crucial aspect of leveraging media is ensuring that your content is relevant and timely. Jeremy's recent surge in media placements is a perfect example of this. “A trend popped up on TikTok about why men think about the Roman Empire so much. I found myself in the position of one of the few people who can take Roman history and make it communicate to the regular person,” says Jeremy, who has a master’s degree in the Roman Empire from Oxford University. By tapping into trending topics and aligning them with his expertise, Jeremy was able to gain significant media attention.

Expert Insights on Media Strategy

Experts agree that an effective media strategy involves a mix of PR and marketing efforts. According to a study by the Content Marketing Institute, 92% of marketers believe that their company views content as a business asset. Furthermore, a report by Nielsen reveals that earned media, such as PR, is the most trusted form of advertising, with 83% of respondents trusting recommendations from people they know.

Actionable Tips for Leveraging Media to Grow Your Brand

For those looking to leverage media to elevate their brand, here are some actionable strategies:

1. Develop a Compelling Story

  • Identify Your Unique Selling Proposition (USP): Understand what makes your brand unique and focus on that narrative.
  • Craft Your Message: Develop a clear, concise, and compelling message that resonates with your target audience.

2. Start with Local Media

  • Small Pond Strategy: Begin with smaller, local media outlets where you can be a big fish in a small pond. This can include local newspapers, university publications, and community newsletters.
  • Build a Media Portfolio: Use these smaller appearances to build a portfolio of press coverage that showcases your credibility.

3. Leverage Digital Platforms

  • Utilize Podcasts: Launch your own podcast or appear as a guest on relevant podcasts to reach a wider audience.
  • Engage on Social Media: Use platforms like TikTok, Instagram, and LinkedIn to share your story and engage with your audience.
  • Blogging: Write blog posts that provide value to your audience and establish you as an authority in your field.

4. Create Relevant and Timely Content

  • Tap into Trends: Monitor current trends and find ways to make your content relevant to these topics.
  • SEO Optimization: Ensure your content is optimized for search engines to increase its visibility.

5. Build Relationships with Journalists and Influencers

  • Networking: Attend industry events and network with journalists and influencers who can help amplify your message.
  • Pitch Effectively: Craft personalized pitches that highlight why your story is newsworthy and relevant to their audience.

6. Use PR and Marketing Strategically

  • Public Relations: Focus on building trust and credibility with your audience through consistent and strategic PR efforts.
  • Marketing Campaigns: Once you have established trust, run targeted marketing campaigns to convert that trust into tangible business results.

7. Measure and Adjust

  • Track Your Results: Use analytics tools to track the performance of your media efforts.
  • Adjust Your Strategy: Based on your results, continuously refine and adjust your media strategy to improve effectiveness.

By implementing these strategies, you can effectively leverage media to grow your brand, build trust with your audience, and achieve your business goals.


Jeremy’s journey underscores the importance of leveraging media to elevate your brand. By understanding the distinction between PR and marketing, employing strategic media tactics like the small pond strategy, and creating relevant and timely content, brands can build trust, increase visibility, and drive success. For aspiring entrepreneurs and brand builders, Jeremy's experiences offer a valuable roadmap for navigating the new media landscape.

For more in-depth strategies and tips from Jeremy, check out his new book, “Command Your Brand: Grow Your Impact, Income, and Influence in a New Media Landscape,” available at bestpodcastbook.com.


Public Relations Society of America

Content Marketing Institute


Create Your Own Life podcast

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Dan Nicholson is the author of “Rigging the Game: How to Achieve Financial Certainty, Navigate Risk and Make Money on Your Own Terms,” deemed a best-seller by USA Today and The Wall Street Journal. In addition to founding the award-winning accounting and financial consulting firm Nth Degree CPAs, Dan has created and run multiple small businesses, including Certainty U and the Certified Certainty Advisor program.

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