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#47 How Podcast Interviews Build Authority and Personal Brand | Liz Brooks

In this episode, Nicole sits down with Liz Brooks — a PR strategist with agency experience at some of the world's leading firms, now working at Interview Valet helping C-suite executives build authority through strategic podcast guesting. From working with major global brands in traditional PR to becoming an early champion of podcast interviews as a thought leadership tool, Liz has spent her career helping executives get discovered — and stay credible — in a crowded market.

Liz breaks down the real difference between PR and advertising, why "bigger isn't better, better is better" when it comes to picking which podcasts to guest on, and how AI-driven search is changing what counts as a credible authority signal online. Whether you're weighing starting your own podcast versus guesting on other people's shows, or just trying to figure out how to stand out instead of blend in, this conversation lays out exactly what it takes to become what Liz calls a "category of one."

This conversation will change how you think about PR, podcasting, and personal branding.

What We Cover:

  • The real difference between PR (earned) and advertising (paid) — and why PR is never guaranteed
  • What Interview Valet looks for before placing a guest on a show
  • How to become a "category of one" instead of just another competitor
  • When to add podcasting to your PR and marketing strategy
  • Own podcast vs. guesting on other shows — the real tradeoffs
  • Why AI and search platforms reward consistent, attributable expertise signals
  • Why niche, well-matched shows can outperform big-name podcasts (the client case study inside)
  • The farmers market vs. niche nightclub analogy for resonance over reach
  • Why the interview isn't the finish line — it's the input for a month of content
  • How Interview Valet vets both guests and shows before making a match

Connect with Liz:

🌐 Website:

https://interviewvalet.com/liz/

Follow Create Brand NV:

https://linktr.ee/createbrandnv

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