Episode 32: The Truth About Growth: Why Relationships (Not Hacks) Change Everything with Selena Soo
How to Use Publicity & Podcasting to Build Credibility, Trust, and Dream Partnerships
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If you’ve ever thought, “I need more people to know about what I do,” this episode is for you.
Selena Soo is a publicity and marketing strategist who’s spent over a decade helping online entrepreneurs, coaches, and experts get featured in top-tier outlets like Forbes, Business Insider, and Entrepreneur — and land podcast interviews that position them as go-to thought leaders in their space.
In this episode, Selena and I talk about how visibility translates into revenue, why trust is the real marketing currency in 2025, and how to use publicity and podcasting together to attract aligned clients and powerful brand collaborations.
Whether you’ve been in the game for a while or you're just starting to think about expanding your reach, this conversation is packed with tangible takeaways and fresh perspective.
What You’ll Learn in This Episode
00:01 – Selena’s origin story: from shy introvert to publicity powerhouse
00:08 – The biggest visibility myth (and what actually gets you noticed)
00:13 – Why podcast interviews are the most powerful tool for building trust
00:19 – How to pitch yourself in a way that makes people say yes
00:26 – Behind the scenes of Selena’s business model and evergreen sales strategy
00:34 – The connection between publicity and powerful partnerships
00:41 – How to approach PR when you’re just getting started
00:47 – Building long-term brand equity through podcasting and collaborations
00:54 – The mindset shift that separates top-tier thought leaders from everyone else
Timestamps:
02:58 - The Concept of Rich Relationships
06:08 - The Six Circles of Connection
08:58 - Energy Management and Prioritizing Relationships
11:52 - Navigating Introversion in Networking
23:15 - Curating Community Through Podcasting
27:07 - The Art of Asking for Help
32:11 - Leveraging Social Media for Rich Relationships
37:31 - The Importance of Sharing Your Journey
Visibility Is Not Just About Exposure — It’s About Trust
One of the most powerful insights Selena shared is that visibility is not just about being seen by more people — it’s about being trusted by the right people.
And when it comes to building trust at scale, podcasting is the #1 tool she recommends. Why?
Because podcast listeners spend 30 to 60 minutes hearing your voice, absorbing your story, and getting a taste of your process. It’s intimate. It’s long-form. And it builds credibility in a way that no 60-second Instagram Reel ever could.
Selena shared how she’s helped clients land interviews on highly targeted shows that drive real business results — from client leads to joint ventures to course enrollments.
What Makes a Great Pitch (and What Makes It a Hard No)
We also talked about how to get visible on the right stages — and what makes people say yes to your pitch.
Selena broke down her go-to strategy:
Start with relationship-building (even simple compliments go a long way)
Pitch something specific that aligns with the show’s audience
Share why it matters now — what’s timely, relevant, or emotionally resonant
Show your credibility in a non-pushy way (think social proof, not a resume dump)
Her biggest red flag? A generic pitch that could’ve gone to anyone. If the host doesn’t feel seen, it’s a no.
Publicity + Evergreen Funnels = Scalable Authority
Something I loved about this conversation is how Selena integrates PR with scalable offers.
She pulls back the curtain on how she’s built a publicity-forward business that feeds into her evergreen sales machine — without hustling all day, every day on Instagram. It’s a refreshing, values-aligned way to grow.
We also talked about using credibility markers (like “as seen in” logos, podcast guest features, and press clips) on your sales pages to increase conversions and authority — something too many entrepreneurs overlook.
Publicity Isn’t Just for the “Big Names”
Whether you’ve been in business for 10 years or 10 months, you’re ready for publicity.
Selena reminded us that everyone starts somewhere — and it doesn’t have to be Forbes on Day 1. She encourages founders to start with small, aligned podcasts and local media outlets, then stack those wins into bigger opportunities.
This kind of intentional visibility builds brand equity over time. And when you layer in a podcast of your own, it amplifies your message, deepens connection with your audience, and opens doors to partnerships that aren’t even on your radar yet.
Your Next Steps
Want more podcast growth strategies? Subscribe to my newsletter for exclusive tips: www.podcastmarketinghub.com/subscribe
Resources & Links
Connect with Selena at s2-group.com
Grab her free resources at s2-group.com/free
Book a discovery call with Kylee: podcastmarketinghub.com
Get the free guide: 5 Strategies to Grow Your Podcast and Your Email List at the Same Time → podcastmarketinghub.com/freeguide
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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