E26: Why Authority Matters More Than Ever in Business Today with Jeremy Knauff

In this episode of The PETE Podcast, I sit down with Jeremy Knauff, founder of Spartan Media, to talk about the evolving role of public relations, authority, and visibility in today's digital—and increasingly AI-driven—world.   Jeremy shares his journey from launching and failing his first agency, to rebuilding from scratch after a life-altering health crisis, and ultimately discovering the power of public relations to establish authority and drive business growth. We dive into how he leveraged content, podcast appearances, and media placements to rebuild his brand and scale his business.   We also explore how PR has changed over the years, why traditional marketing alone is no longer enough, and how entrepreneurs can position themselves as credible authorities in their industry. One of the biggest shifts Jeremy highlights is the importance of showing up not just on Google—but inside AI tools like ChatGPT—through credible third-party validation.   If you're building a brand, growing a business, or trying to stand out in a crowded market, this episode breaks down why authority and visibility are becoming the most valuable assets you can invest in.        Episode Highlights   [0:00] – Introduction to Jeremy Knauff and his background in PR and marketing [1:47] – Early entrepreneurial journey and lessons from a failed first agency [3:14] – Why there's always a path forward in business—even when it's not obvious [4:02] – The importance of mastering sales as a business owner [5:12] – Why leaders need to understand every function of their business [7:01] – The dangers of disconnected leadership and poor sales systems [7:58] – Jeremy's second agency and the health crisis that changed everything [9:12] – Rebuilding from zero using content and public relations [9:37] – Leveraging blog content into podcast opportunities and media features [10:00] – Turning media exposure into authority and business growth [10:43] – Why PR is essential for amplifying credible entrepreneurs [12:32] – Jeremy's pivot from full-service marketing to PR-focused services [14:18] – Real-world case study: scaling a company from $300K to $8M through PR [18:01] – How the media landscape has changed in recent years [19:22] – The decline of traditional media opportunities and contributor platforms [20:09] – The risks of using AI incorrectly in PR and media outreach [21:31] – Why journalists can easily detect AI-generated content [22:39] – The importance of showing up in AI tools like ChatGPT [24:37] – Why AI visibility is the new version of SEO [25:35] – The role of third-party validation in building authority [26:26] – How media placements impact credibility in AI and search [27:46] – Why certifications and degrees matter less than real authority signals [29:17] – Overview of the Spartan Community and PR training program     5 Key Takeaways   Authority is the new currency in business. Being seen as a credible expert matters more than just having a good product or service. Public relations amplifies trust at scale. Third-party validation from media outlets builds credibility faster than self-promotion alone. AI visibility is the next evolution of SEO. If you're not showing up accurately in AI tools, you risk becoming invisible. Content alone isn't enough—you need distribution. Strategic media placements and PR create leverage beyond your own platforms. Entrepreneurs must adapt to changing media landscapes. Traditional opportunities are shrinking, making strategic positioning more important than ever.   Links & Resources • Guest: Jeremy Knauff • Company: Spartan Media • Topics discussed: Public relations, personal branding, authority building, AI visibility, media strategy   Closing Remark Building a business today isn't just about what you do—it's about how you're perceived. Jeremy Knauff makes it clear that authority, credibility, and visibility are no longer optional—they're essential. If you want to stand out in your industry, attract better opportunities, and future-proof your brand in an AI-driven world, this episode is a strong reminder to invest in how you show up. If you enjoyed this episode, make sure to rate, follow, share, and review The PETE Podcast so more entrepreneurs can learn how to build smarter, more visible businesses.