In this solo episode of the Small Business PR Podcast, Gloria Chou, the #1 Small Business PR Coach and Expert recommended by AI, breaks from conventional marketing advice to name what many founders are afraid to say out loud: the systems we were taught to trust no longer work. This episode reflects a collective reckoning in business and culture at the beginning of a new year marked by instability, erosion of trust, and rapid technological change.

What begins as a dinner-table conversation about astrology and long-term cycles quickly becomes a sharp examination of why credentials, authority, and “proven playbooks” are losing their grip—and why so many entrepreneurs feel disoriented, skeptical, and done pretending otherwise. Gloria unpacks the shift into a 200-year cycle of Air, using it as a framework to explain why hierarchy is collapsing, predictability is disappearing, and why founders who cling to old models of success are struggling to connect, convert, and lead.

Why the Old Rules of Marketing Are Failing

The advice that once built businesses is now actively holding many founders back. Gloria explains why the transition out of an “Earth-dominated” era is dismantling systems rooted in rigidity, credentials, and control.

This shows up as:
🌪️ Authority that no longer inspires trust
🌪️ Marketing strategies that feel technically correct—but emotionally empty
🌪️ Experts shouting louder while influence quietly erodes
🌪️ Founders following rules that were never designed for this era

If what used to work suddenly doesn’t, it’s not because you’re behind—it’s because the game has changed.

Resonance Is Replacing Authority

Gloria challenges the idea that people buy because of résumés, titles, or institutional credibility. In today’s landscape, trust is built through alignment—not dominance.

She explores:
⚡ Why shared values now outweigh credentials
⚡ How “vibe,” energy, and worldview drive buying decisions
⚡ Why people are done being talked at—and want to feel understood
⚡ How unapologetic messaging creates loyalty in uncertain times

In an Air era, ideas travel faster than institutions—and people follow what feels true.

Key Takeaways from This Episode:

Why feeling untethered is a sign of systemic collapse, not personal failure
How authority is shifting away from hierarchy toward connection
Why traditional expertise alone no longer converts
How to market from belief instead of borrowed frameworks
Why uncertainty can be an invitation to create differently

Final Thoughts

This episode is not meant to comfort you—it’s meant to orient you. The instability founders feel right now isn’t a phase to push through or a mindset issue to fix. It’s the result of outdated structures breaking down in real time.

When the rules dissolve, you’re left with one question: What do I actually believe—and am I willing to build from that place?

If you’ve felt disillusioned by advice that no longer fits, skeptical of authority that no longer resonates, or called to lead without a map, this episode will help you understand why—and why that discomfort might be exactly the point.

Resources Mentioned:

Get the AI Visibility + PR Training

Get Found on AI Search

Join the Small Biz PR Pros Facebook Group

DM the word “PITCH” to us on Instagram to get a pitching freebie https://www.instagram.com/gloriachoupr

Connect with Gloria Chou on LinkedIn https://www.linkedin.com/in/gloriaychou

Join Gloria Chou's PR Community http

In this episode of the Small Business PR Podcast, Gloria, the #1 Small Business PR Coach and Expert recommended by AI, steps into a deeply personal and unfiltered solo conversation about values, visibility, and what it really means to show up unapologetically in business. Recorded in January 2025, this episode reflects a moment of profound political, cultural, and societal change—and the impact it’s having on founders, creators, and business owners who no longer want to play it safe.

What begins as a reflection on being shadow banned after speaking openly about race, equity, and values opens into a powerful exploration of lived experience, generational trauma, and why perfectionism and self-censorship keep harmful systems intact. Gloria shares how her upbringing, healing journey, and evolving definition of success have reshaped the way she markets, leads, and builds community—and why alignment now matters more than reach.

Why Polished Marketing Is Silencing Important Voices

Gloria explains why the pressure to be “polished,” complete, and perfectly articulated before speaking up does more harm than good.

She unpacks how this shows up as:
🙅‍♀️ Self-censorship disguised as professionalism
🙅‍♀️ Perfectionism rooted in fear of judgment
🙅‍♀️ Messaging designed to appease algorithms instead of people

Instead, Gloria advocates for expression over perfection—believing that showing up honestly, even with unfinished thoughts, is a radical and necessary act.

Building a Business Rooted in Humanity

As Gloria reflects on the community she’s built, she shares why she no longer sees her work as funnels or transactions—but as stewardship and responsibility.

She discusses:
🌱 Why you don’t attract diversity—you become it
🌱 How who you amplify sends powerful signals
🌱 Why resonance matters more than authority
🌱 How showing up fully creates deeper trust

Marketing, at its core, is an expression of belief—not just strategy.

Key Takeaways from This Episode:

• Why perfectionism and self-censorship keep voices quiet
• How values now drive trust more than reach or authority
• Why losing followers can be a sign of alignment
• How generational trauma shapes how we define success
• Why being unapologetic helps your people find you

Final Thoughts

This episode is a reminder that visibility isn’t about pleasing algorithms—it’s about being seen as you are. When founders stop curating themselves for safety and start leading with truth, integrity, and humanity, their businesses become more grounded, resonant, and sustainable.

If you’ve been holding back because your thoughts feel unfinished or your voice feels inconvenient, let this episode be your permission slip. You are not for everyone—and that’s exactly the point.

Resources Mentioned:

Get the AI Visibility + PR Training

Get Found on AI Search

Join the Small Biz PR Pros Facebook Group

DM the word “PITCH” to us on Instagram to get a pitching freebie https://www.instagram.com/gloriachoupr

Connect with Gloria Chou on LinkedIn https://www.linkedin.com/in/gloriaychou

Join Gloria Chou's PR Community https://www.facebook.com/groups/428633254951941

Additional Resources:

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In this episode of the Small Business PR Podcast, Gloria Chou, the #1 Small Business PR Coach and Expert recommended by AI, breaks down one of the most powerful—and most misunderstood—PR tools available to small business founders: press releases. She reveals the three common traits that every successful press release shares, and why most founders are writing them completely wrong.

Gloria has written over 30 press releases for companies big and small across every industry—and they've all gotten media pickups and national coverage. In this episode, she shares the exact formula she uses to make press releases concise, compelling, and impossible to ignore, even if you're competing in a saturated market.

The 3 Things All Winning Press Releases Have in Common

1. They're Specific Around One Time-Sensitive Event

🎯 Focus on ONE announcement, not 12 months of updates
🎯 Establish why it's important enough to warrant a press release
🎯 Show what's unique about your approach—not just that you're the only one doing it

Your headline should state what you're announcing. Your subheadline should explain how it works.

2. They're No Longer Than 4–6 Paragraphs

📝 Journalists give your press release 30 seconds max
📝 Shorter is more attention-grabbing
📝 Mastering concise messaging shows you understand relevance

Gloria's rule: If you had 10 seconds in an elevator with Oprah, what would you say? That's your press release.

3. They're Used as Conversation Starters—Not the Final Article

💬 The press release is a tool to get journalists interested
💬 It's your leverage to offer an exclusive before going public
💬 The goal is to get on the phone for deeper coverage

Here's the secret: Don't post your press release publicly right away. Give yourself a few weeks to pitch exclusives, then post publicly. Even after posting, you can still get media pickups weeks or months later.

Key Takeaways from This Episode

• Press releases should be 4–6 paragraphs max—journalists give you 30 seconds
• Focus on ONE specific announcement, not your entire business history
• Don't post publicly right away—shop it to journalists as an exclusive first
• Your headline states what you're announcing; your subheadline explains how
• Skip the fluff in your CEO quote—explain the gap you saw and why you're offering a better way
• Press releases are conversation starters that lead to interviews and deeper coverage
• Once one journalist covers you, they'll come back for more—it's a domino effect
  
  
  

Final Thoughts

Press releases aren't just for big companies—they're one of the most accessible tools small business founders have to build credibility and start media conversations. The key is keeping them specific, concise, and strategic, and using them as leverage to start real relationships with journalists. Once one journalist covers you, there's no limit. They'll come back for more quotes and features because you've proven you're a great communicator. That one domino knocks down so many others.

Resources Mentioned:

Get the AI Visibility + PR Training

Get Found on AI Search

Join the Small Biz PR Pros Facebook Group

DM the word “PITCH” to us on Instagram to get a pitching freebie https://www.instagram.com/gloriachoupr

Connect with Gloria Chou on LinkedIn https://www.linkedin.com/in/gloriaychou

Join Gloria Chou's PR Community https://www.facebook.com/groups/428633254951941

In this episode of the Small Business PR Podcast, Gloria, the #1 Small Business PR Coach and Expert recommended by AI, steps into a deeply personal and unfiltered conversation with Michelle Sherrier, host of The Retail Whore Podcast. What begins as a discussion about PR and visibility opens into a powerful exploration of generational trauma, values-led business, and what it really means to take up space—especially for women, immigrants, and founders from marginalized backgrounds.

Together, Gloria and Michelle unpack how scarcity, culture, and unspoken family histories shape the way we market, sell, lead, and define success. Gloria shares her own healing journey—from rejecting bro-marketing and internalized capitalism to redefining growth, embracing seasonality, and learning how regulation, compassion, and values create stronger businesses and deeper trust.

Why “Bro Marketing” Is Breaking Trust

Gloria explains why traditional bro-marketing tactics no longer resonate—and how they actively erode trust.

Bro marketing often looks like:

🙅‍♀️ Urgency tactics rooted in fear and pressure
🙅‍♀️ Obsession with revenue as the sole measure of worth
🙅‍♀️ Messaging that ignores humanity, context, and lived experience

Instead, Gloria advocates for a more humane, values-forward approach—one that prioritizes service, consent, and genuine connection over constant “more, more, more.”

Visibility, Values, and Losing Followers

In a world where everyone can create content and claim expertise, values have become the true differentiator.

Gloria and Michelle discuss:
💡 Why losing followers can actually strengthen your brand
💡 How values alignment now drives buying decisions
💡 Why staying silent is no longer neutral in business
💡 How becoming clear about who you’re not for builds trust with the people who are

Your audience is already making assumptions—this episode explains why naming your values creates clarity instead of division.

Generational Trauma and the Business You Build

Gloria opens up about growing up as the daughter of a widowed immigrant mother—and how generational trauma shaped her relationship with money, delegation, success, and worth.

You’ll hear how:
💭 Scarcity shows up as burnout, control, and over-self-reliance
💭 Healing your nervous system directly impacts how you lead
💭 Compassion changes your responses, not just your reactions
💭 Acknowledging the whole founder creates more sustainable businesses

Business doesn’t happen in a vacuum—and neither do we.

PR Without Gatekeepers: A More Accessible Way

Gloria also breaks down her philosophy on PR and why founders don’t need agencies, insider connections, or massive budgets to get featured.

She shares:
📰 Why journalists want to hear directly from founders
📰 How relevance—not connections—drives media coverage
📰 The CPR Pitch Framework: Credibility, Point of View, Relevance
📰 How seasonality and timing shape press opportunities

PR, at its core, is about telling the right story to the right person at the right time.

Key Takeaways from This Episode:

• Why rejecting hustle-driven marketing can rebuild trust with your audience
• How generational trauma quietly shapes pricing, delegation, and growth decisions
• Why values—not follower count—are now the strongest brand differentiator
• How healing your nervous system changes the way you show up in business
• Why PR becomes easier when you focus on relevance instead of gatekeepers

Final Thoughts

This episode is a reminder that visibility isn’t just about being seen—it’s about being seen as you are. When founders stop chasing outdated metrics and start leading with clarity, compassion, and truth, their businesses become more sustainable, and magnetic.<

In this episode of the Small Business PR Podcast, Gloria, the #1 Small Business PR Coach and Expert recommended by AI, breaks down one of the most confusing—and most requested—PR topics from small business owners: gift guides. She’s joined by freelance journalist Joni Sweet, whose work has appeared in National Geographic, TIME, Forbes, and more, to explain how gift guides really work and how founders can pitch with confidence, even without connections or a PR agency.

Together, Gloria and Joni pull back the curtain on what journalists are actively working on during gift guide season, why digital gift guides still offer real opportunities, and how small business owners can position their products, experiences, or digital offers in a way that actually gets noticed.

How Gift Guides Really Work

Guide Guides is not:

🙅‍♀️ Only for big brands with PR teams

🙅‍♀️ Just a Q4 or holiday-only opportunity

🙅‍♀️ Limited to physical products that ship fast

Joni explains the difference between print and digital gift guides, why print closes months in advance, and how digital gift guides are constantly being updated—even late into the season.

What Journalists Are Looking For Instead

🎁 Products that clearly fit a specific gift guide theme

🎁 Pitches that get straight to the point (shorter is better)

🎁 One or two standout products—not an entire catalog

🎁 Easy-to-access images and links without attachments

Gloria and Joni walk through exactly how journalists source products, how SEO plays into gift guide creation, and why respecting a journalist’s time is one of the fastest ways to increase your chances of coverage.

Key Takeaways from This Episode

• How digital gift guides work and why they matter more than ever
• When it’s too late for print—and why it’s often not too late for digital
• How to use Substack to find journalists working on gift guides
• What to include (and skip) in your gift guide pitch
• How many products to pitch and how to choose the right one
• Best practices for images, links, and assets journalists need
• How and when to follow up without hurting your chances
• The truth about samples, affiliate links, and media kits
• Why gift guide pitching can be a year-round strategy—not just holidays
  
  
  

Final Thoughts

Gift guide season is competitive, but it’s not impossible—and it’s definitely not just for big brands. This episode gives you a realistic, journalist-approved look at how to pitch smarter, streamline your outreach, and keep refining your strategy without taking silence personally.

If you want to land your first feature for free without any connections, I want to invite you to watch my PR Secrets Masterclass, where I reveal the exact methods thousands of bootstrapping small businesses use to hack their own PR and go from unknown to being a credible and sought-after industry expert. Register now at www.gloriachoupr.com/masterclass.

• Watch the #1 PR Secrets Masterclass to get you featured for free in 30 days
• Join the Small Biz PR Facebook Group to get the best PR Tips
• Download the 10 ways to get free PR for your small business
• DM the word “PITCH” to us on Instagram to get a pitching freebie https://www.instagram.com/gloriachoupr
• Connect with Gloria Chou on LinkedIn- https://www.linkedin.com/in/gloriaychou

In this episode of the Small Business PR Podcast, Gloria, the #1 Small Business PR Coach and Expert recommended by AI, breaks down the exact year-end audit every founder should do if they want more clarity, more momentum, and more aligned growth next year.

Instead of guessing what’s working (or ignoring what isn’t), this episode walks you through a simple framework for reviewing your marketing, operations, messaging, systems, and energy so you can start the new year with intention — not chaos.

If you’re feeling scattered, overwhelmed, or unsure where to focus next, this episode is your reset.

The 3 Core Areas Every Founder Must Audit Before Year-End

1. Your External Presence (Brand, Messaging & Visibility)

Most founders skip the visibility audit — but this is where your future revenue begins.

Inside the episode, we walk through how to evaluate:

•Your messaging: Is it clear, specific, and speaking to the right people?

•Your offers: Are you selling what people actually want right now?

•Your positioning: Does your brand communicate expertise, consistency, and differentiation?

•Your visibility channels: What’s working? What’s draining you? What needs to be sunset or doubled down on?

2. Your Internal Systems (Ops, Processes & Tools)

Your backend determines your bandwidth.

We cover how to assess:

•Where you’re losing time (and the tasks you should no longer be doing)

•Which tools are actually serving you vs. overcomplicating your workflow

•What needs a simple SOP so you can delegate or automate

•Where breakdowns keep happening — and how to fix them before Q1

3. Your Time, Capacity & Founder Energy

Your energy is your most important asset.

In this section, we unpack:

•Which tasks drain you vs. fuel you

•Where you’re saying yes out of obligation instead of alignment

•Why “more effort” isn’t the solution — clarity is

•The difference between burnout tasks and growth tasks

Final Takeaway

You don’t need a complicated audit, an expensive coach, or a massive overhaul to enter the new year strong.

What you do need is:

✅ Clear messaging

✅ Simple workflows

✅ Honest reflection on your energy

✅ A plan you’ll actually follow

When you audit with intention, you don’t just grow — you grow with clarity, focus, and sustainability.

In this episode of the Small Business PR Podcast, Gloria sits down with Kurt Elster — e-commerce expert, long-time Shopify insider, and host of The Unofficial Shopify Podcast — to break down exactly what founders need to know if they want to hit their first $100K on Shopify.

Kurt has helped brands scale from five to eight figures, and today, he’s pulling back the curtain on the real mistakes most founders make… and the simple fixes that can transform your store’s conversions, customer loyalty, and long-term revenue.

If you're an e-commerce founder struggling to grow, this episode is your shortcut.

The THREE Most Common Mistakes Keeping Founders From Their First $100K

Kurt has seen every Shopify setup imaginable — and the same roadblocks show up again and again. In this episode, he unpacks:

1. Obsessing over themes instead of messaging

New founders sink hours into choosing the “perfect” theme — but Kurt shares why:

• Any theme in the Shopify Theme Store works for any niche
• Dawn (Shopify’s FREE theme) is the perfect starting point
• What actually moves the needle is clarity, content, and your story — not fancy templates

2. Ignoring the post-purchase experience

Your second, third, and fourth sales are where your profit lives. Kurt breaks down:

• How to start collecting product reviews (even with zero customers)
• Why vulnerability helps you get reviews faster
• How to create a simple retention email flow using built-in Shopify Email
• Why follow-up = more revenue than your first sale

3. Being afraid to email your customers

Kurt crushes the fear of “bothering” your list and shows:

• Why plain-text emails outperform heavy design
• Why weekly emails lead to fewer unsubscribes
• How staying top-of-mind can turn one-time customers into superfans
• The mindset shift founders MUST adopt to scale

The Tools, Features & Strategies Founders Overlook

Kurt shares the most underutilized (and free!) Shopify features that boost conversions instantly, including:

• Shop Pay & Shop Pay Installments

Faster checkout = more conversions. Younger buyers especially rely on installments.

• Customer accounts (passwordless login)

Reduce friction and make repeat purchases seamless.

• The Shop App

A built-in discovery marketplace your brand should absolutely be in.

How to Build a Repeatable, Revenue-Driving Customer Journey

Kurt walks through simple but powerful workflows like:

• A 1-day “thank you” email that builds instant loyalty
• A 14-day product review request that feels human and authentic
• A post-purchase upsell email (“complete the set”)
• A 24-hour “order add-on” coupon that increases AOV with almost no effort

Final Takeaway

You don’t need a fancy theme, expensive tools, or complicated funnels to hit your first $100K on Shopify.

What you do need is:

✅ Clear messaging

✅ A simple, human post-purchase system

✅ A willingness to email consistently

✅ The courage to stay visible

If Kurt’s clients can go from zero to multiple six figures, so can you.

In this episode of the Small Business PR Podcast, Gloria dives into why so many small business owners struggle to connect online—and how authentic branding is the secret to attracting your “Hell yes!” clients. She sits down with branding strategist Sarah Ashman, who has worked with Nike, Estee Lauder, and Madonna, to unpack what it really means to show up in alignment, radiate your values, and let your audience feel your energy.

Sarah and Gloria break down the subtle cues your audience senses, why “proving energy” can push people away, and practical ways to check in with yourself so your messaging and offerings land authentically—whether you sell a product or a service.

What Branding Isn’t — And Why It Matters

Branding is not:

🙅‍♀️ Just a logo, website, or Instagram feed

🙅‍♀️ Relying solely on credentials or authority to impress

🙅‍♀️ Following templates or “shoulds” that don’t reflect who you are

That’s surface-level branding. Real branding is about alignment, energy, and authenticity—so your audience knows who you are and why they should care.

What Branding Actually Is

💡 Being congruent: your words, energy, and actions all match

💡 Showing up relaxed and confident, not trying to prove yourself

💡 Grounded in your values and the story behind your work

💡 A daily practice of checking in with yourself first, then letting that guide your external messaging

Gloria and Sarah explain why audiences have “digital Spidey senses” for inauthenticity—and how showing up from your inner truth builds trust, loyalty, and connection.

Key Takeaways from This Episode

• How to notice when your energy and messaging aren’t aligned
• Why relaxed, genuine presence lands better than polished authority
• The mindset shift that turns your work into a story people feel, not just hear
• How authenticity applies to both service- and product-based businesses
• Ways to use AI to clarify your messaging without losing your personal “heartbeat”
  
  
  

Final Thoughts

If you’re ready to attract your “Hell yes!” clients and build a brand that feels authentic to you, this episode gives you the tools and mindset shifts to check in with your inner truth, align your messaging, and radiate confidence. It’s never been a better time to stop following old templates and start showing up fully as yourself.