If you’re sitting down for an interview with a reporter and think they’re meeting you for the first time in that moment, you’re wrong.
Long before you showed up on Zoom, picked up the phone, or even shook their hand at a conference, they Googled you. They Googled your company. They probably even used ChatGPT.
And it’s likely that quick search is what helped them decide whether to interview you at all.
That’s why trade publications, smaller outlets, and local media are a critical step for building thought leadership and long-term credibility.
The Compounding Effect of “Small” Coverage
That trade publication that’s only read by a few thousand people? The local business outlet that only covers your hometown? Each is an opportunity for op-eds, quotes, and deep-dive interviews that can reach far beyond their intended audiences.
They show up not just on Google, but in AI-generated summaries, journalist research workflows, and background checks reporters do before they ever speak to a source.
Where Bigger Stories Actually Come From
Top-tier reporters pay attention to trade publications in their beat, especially when researching experts for a story.
Statewide and national reporters are always looking through local news for trends.
And even that podcast with a few hundred downloads can help your quotes get in ChatGPT when they post the transcript.
Remember: those smaller outlets want visibility too. They’re motivated to promote their stories, share them widely, and make their sources look good — because it helps them grow.
Don’t Skip the Training Ground
One more thing to consider, especially if you’re still in the early stages of thought leadership: smaller outlets are excellent training.
They help you refine your message, explain concepts plainly without jargon, and feel more comfortable being interviewed. All so when that top-tier opportunity does come, you’re not figuring it out in real time.
Stop Being Snobby
So please, don’t turn your nose up at local business publications that want to feature you, trade outlets asking for commentary, or the opportunity to be on any podcast.
These aren’t distractions. They’re how thought leadership starts to work.
See you next week,
Megan
P.S. Keep this advice in mind when you start Tip #2 of my 26 Tips for Thought Leadership in 2026 this week (hint: it’s start a media list).