The Press Release Problem Nobody's Talking About – East Trade Winds with Patrick McCaully
Patrick McCaully has spent 25 years in PR — and he knows exactly why most SMBs never get media coverage. In this East Trade Winds session, he breaks down the AI search shift and the low-cost tactics that get you visible fast.
Hosts: Percy Barr, Wayne Pratt & Bernie Franzgrote
Patrick McCaully reveals why most SMBs are invisible to media and AI search — and the earned media tactics that change that. East Trade Winds session recap.
GROWTH CATEGORY: Marketing & Branding
Most small businesses never get media coverage.
Not because they aren't interesting. Because they don't know what the media is actually looking for.
Patrick McCaully has spent 25 years on both sides of that desk. In this East Trade Winds session, he lays out exactly what's changed — and what SMB owners need to do about it right now.
Watch the full conversation here:
WHO THIS IS FOR
SMB owners / Solopreneurs / Corporate escapees / Leaders building systems
If you've ever wondered whether PR is worth it — or whether it's even possible without a big agency — this session is for you.
Key Lessons
1. AI search is pulling from earned media — not your ad spend.
A recent study found that 94% of AI citations come from non-paid sources. Of that, 82% is earned media. Television, radio, print, online news. If you're not showing up in earned coverage, AI won't recommend you when someone searches for your expertise. This isn't a future concern. It's happening now.
2. Most business news isn't newsworthy — and that's fixable.
Patrick is direct about this. Your product launch, your years of experience, your self-published book — the media doesn't care. The story has to serve their audience. One of Patrick's clients landed the front page of the Globe and Mail business section not by talking about himself, but by surveying 1,000 Canadians about fake investment terms. Funny, surprising, and genuinely useful. That's what gets coverage.
3. A wire distribution tactic is working right now — but won't forever.
Send a press release about yourself through a service like EIN Newswire. It costs a few hundred dollars US. It won't get you traditional media. But it will land on news aggregator sites — and AI search tools are citing those sites. Patrick was clear: this is a loophole. Use it while it works.
Practical Steps
- Write one press release this month. Make it about something real — an award, a milestone, a bold take. Send it through EIN Newswire on a Monday morning.
- Build a newsroom page on your website. List every media hit, award, and mention. Make it easy for AI to find you.
- After every piece of coverage you earn, amplify it. Post it on social, put it in your newsletter, boost it on LinkedIn. Every hit is an asset. Use it.
About the Guest
Patrick McCaully is the founder of Pointman News Creation — a PR firm with 25 years of experience helping businesses earn the coverage that builds real credibility. He helps SMBs, consultants, and growing companies get their name in front of the right audiences through strategic media pitching and earned coverage. Connect with Patrick on LinkedIn.
Listen on Audio
- Listen now
- Comment on the LinkedIn page
- Join East Trade Winds free — Tuesdays 8–9 AM EST
- Web Indexer — find K4B episodes faster and book a meeting
- Join Canada Growth Network — full GHL CRM + community. $1 CAD first month. $47 CAD/month. No lock-in.
- Gentry Learning — real estate investing platform
- Property Wizard podcast by Gentry Learning
- Listen now
- Comment on the LinkedIn page
- Join East Trade Winds free — Tuesdays 8–9 AM EST
- Web Indexer — find K4B episodes faster and book a meeting
- Join Canada Growth Network — full GHL CRM + community. $1 CAD first month. $47 CAD/month. No lock-in.
- Gentry Learning — real estate investing platform
- Property Wizard podcast by Gentry Learning
FAQ
Q: Do I need a PR agency to get media coverage? No. Patrick is clear that the best stories win — not the biggest budgets. If you have a genuinely interesting angle and serve the journalist's audience, you can earn coverage without an agency behind you.
Q: How often should I send press releases? Patrick recommends one pitch every six to eight weeks for active campaigns. Maximum once every four weeks. Enough to stay relevant without burning your credibility with journalists.
Q: Can AI search really find my press releases? Yes — if they're distributed through a wire service that syndicates to news aggregator sites. AI tools are citing those sites right now. It's a low-cost, practical way to boost your AI search visibility while the opportunity exists.
