In this power-packed episode of The Pete Podcast, I sit down with Jeremy Knauff, founder of Spartan Media, to talk about what it really takes to build authority, credibility, and influence through public relations—especially in today's AI-driven world. Jeremy's raw story of building and rebuilding his business after a health crisis sets the stage for a deep conversation about personal branding, modern PR strategies, and why showing up in AI tools like ChatGPT is the new SEO.

We explore why most people miss the mark when it comes to PR, how to avoid becoming irrelevant in the age of large language models (LLMs), and practical steps entrepreneurs can take to build third-party credibility through trusted media. If you're serious about being seen, trusted, and remembered in your industry, this is a must-listen.

[0:00] – Introduction

[1:03] – Jeremy's journey from Marine Corps to digital marketing agency owner

[3:14] – Why learning sales was a leadership decision—and a survival skill

[7:58] – The business collapse during his health crisis and how he bounced back with PR

[9:37] – How blogging and podcast guesting led to features in Forbes, Inc., and Entrepreneur

[13:25] – Who Spartan Media serves today—and why real estate investors are flocking to PR

[17:13] – Case study: turning a failing company into an $8M success story through media credibility

[18:01] – The state of media today: paywalls, pulled contributor programs, and changing access

[20:01] – Why AI tools are changing PR—and how to make sure they cite you correctly

[22:14] – The problem with using AI to pitch journalists (and how it can blacklist you)

[24:37] – What LLMs look for: how third-party citations can make or break your digital credibility

[26:26] – The role of schema, press mentions, and tier-one outlets in building authority

[29:17] – Inside Spartan Community: affordable PR coaching, software, and strategy for entrepreneurs

1. If AI tools don't recognize you, your authority is invisible – Jeremy explains why visibility in large language models is the new frontier.

2. Third-party validation is the secret sauce – Social media and websites alone don't cut it. You need trusted media citations to build real credibility.

3. Pitching journalists with AI can backfire – Lazy prompts and robotic writing often get flagged—and blacklisted.

4. PR is more than exposure—it's leverage – Jeremy's work has helped clients 10x revenue, land board seats, and even lobby Congress.

5. You don't need a massive budget to get started – With his Spartan Community, Jeremy offers the same tools and tactics used by his agency at a price anyone can access.

• Spartan Media – Jeremy's PR and branding agenc

If this episode gave you a fresh perspective on how to grow your authority and credibility, please rate, follow, and leave a review on your favorite podcast platform. And be sure to share it with someone who's ready to level up their visibility and brand power!