#49- Owning the Spotlight: Conversations in Podcasting and PR

Podcast Summary: Building Thought Leadership with Zachary Bernard, Founder of We Feature You

In this episode, Sacha Awwa welcomes Zachary Bernard, a 21-year-old entrepreneur and the founder of We Feature You, a public relations firm helping clients become recognized thought leaders through strategic media placements. Based in Dieppe, New Brunswick, Canada, Zachary has worked with hundreds of clients across North America since launching the agency in 2021. His firm’s unique value lies in helping businesses—especially early-stage and underfunded ones—leverage PR and podcasting to establish credibility, build authority, and grow their influence.

From landing press in Forbes and Entrepreneur to using podcast appearances as core marketing assets, Zachary explains how companies can tap into PR without needing a massive budget. He shares how he built his business by “doing what he preaches,” and why storytelling, authenticity, and consistency matter more than ever in today’s media-saturated world.

Key Topics Discussed:

1. Zachary’s Journey Into PR & Entrepreneurship

• Starting as a gamer selling in-game items
• The realization that marketing drives all business
• Launching We Feature You while still in university
• Leaving school to go full-time into entrepreneurship

2. Making PR Accessible for Small Businesses

• Why PR isn’t just for unicorn startups
• How even a $1K investment can move the needle
• Starting with HARO, Connectively, and other DIY PR tools
• Why credibility matters more than traffic in the early stages

3. Why Podcasting Became Central to PR

• Podcasting as a personal storytelling and authority-building tool
• The shift from traditional PR to podcast-based branding
• Repurposing podcast content for SEO, social, and sales
• Why video-based podcasting is the future of founder visibility

4. Building Thought Leadership That Converts

• How to pitch value, not just a story
• The power of third-party validation
• Differentiating between “first-person” and “third-person” proof
• Using podcast clips in onboarding and sales enablement

5. Trends in Media, PR, and Authentic Branding

• Authenticity in a post-AI world
• The rise of founder-led brand narratives
• Leveraging podcasts as evergreen content
• Why transparency and credibility are becoming non-negotiable

6. Overcoming Barriers to Entry in PR

• Debunking the myth that PR is too expensive
• When PR is (and isn’t) the right marketing investment
• How to measure success when results aren’t always direct-response
• Why PR amplifies your existing marketing instead of replacing it

7. Zach’s Process for Onboarding Clients

• Strategy-driven outreach tailored to each founder’s voice
• Focusing on podcasts that deliver both reach and relevance
• How he preps clients to speak to both personal and professional stories
• Setting expectations and ensuring clients use the media assets

Key Takeaways for Founders & Business Owners:

• Start small, but start smart—you don’t need a massive budget to begin building authority.
• Use what you create—repurpose podcast content into marketing gold.
• PR doesn’t replace marketing—it enhances it when done right.
• Third-party validation builds trust faster than any sales page.
• Authenticity and consistency win—especially in a world where AI-generated content is on the rise.

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