Apple Podcasts
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Meet Liana Zavo, a PR expert who went from being a teenage mom with no college degree to running a global PR firm. Her story shows us that your past doesn’t define your future, and PR might be the missing piece in your business growth strategy.
“PR is the most cost effective promotional tool out there… it’s underrated and it’s an underdog what PR can do for you. Marketing and advertising will never do for you.” – Liana Zavo
The Unexpected Journey to PR Success
Liana’s path wasn’t straight or easy. As a Russian immigrant who married at 18 and had a child at 19, her dreams of following her grandmother’s journalism footsteps seemed impossible. But her athletic background gave her something special – the ability to get back up after falling down.
“I love basketball. I love ice skating and falling down and coming back up like nothing happened and making sure I finish what I started. I think that in itself are the soft skills that entrepreneurs should have.” – Liana Zavo
After starting a styling concierge firm at 23, Liana found herself rejected by five PR firms because she didn’t have a college degree. Instead of giving up, she found another way in. She offered a PR firm a deal they couldn’t refuse – hire her as a consultant, and she’d bring her family’s restaurant as their client.
This bold move launched her PR career, and within 18 months, she had started her own global PR firm that now operates in 12 countries.
Why PR Beats Marketing Every Time
If you’re focused only on marketing and advertising, you’re missing out. Here’s why PR gives you something special:
Third-Party Credibility
When you pay for advertising, everyone knows you paid for it. But when a journalist writes about you or a TV station features you, that’s third-party credibility that money can’t directly buy.
“You can’t directly pay a journalist to write about you. You can’t pay directly a TV station to get you on air.” – Liana Zavo
Built-In SEO Benefits
PR appearances get you indexed on Google, creating organic traffic without paying for SEO services.
“When you get Google indexed, right, that’s already SEO embedded. So you don’t need an SEO Agency marketing that’s already organic marketing because you are going to be trending on Google.” – Liana Zavo
Authentic Storytelling
PR allows you to tell your authentic story in a way that connects with people. It’s not just about what you sell, but who you are and why your work matters.
The BE EPIC Method: Building Your PR Strategy
Liana has helped over 3,500 female executives build their brands through her BE EPIC method:
- Belief: Having confidence in yourself and your story
- Empowerment: Finding your voice and owning your narrative
- Personal development: Growing as a person and leader
- Influential relationships: Building connections that matter
- Consistency: Showing up regularly with your message
“It’s the 80% mindset and 20% is the practice… Having the belief, becoming empowered. When you have the belief you can then find your core identity.” – Liana Zavo
How to Start Your PR Journey Today
Even if you’re not ready to hire a PR firm, you can begin building your public presence:
- Share your authentic story – including the challenges you’ve overcome
- Create content that provides real value to your audience
- Get on podcasts to share your expertise
- Make short videos to build your personal brand
“Don’t be afraid to share your story, no matter how ugly it can be… Authenticity is what people want to hear. Authenticity shines. Don’t be superficial. Nobody cares about what bag you bought. We care about what can you teach us.” – Liana Zavo
Why This Matters Now More Than Ever
In today’s digital world, being invisible is the biggest business risk. Your expertise means nothing if nobody knows about it. PR helps you break through the noise and establish yourself as an authority in your field.
The culture has changed. As Liana explains: “We’re in a culture of bringing immense value. So it’s not about, yes, I run a multimillion dollar company. Great. Okay, but I’ve never heard you speak. I’ve never heard you give expert advice, no insights.”
Start small if needed, but start somewhere. Your story deserves to be heard.
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