Gavin Lira did not just land press features and podcast bookings for his clients — he built an entire system for turning those placements into revenue. His “Guide on How to Leverage PR” is a masterclass in converting media mentions into sales conversations, and it reveals the strategic mind behind The Empathy Firm.
PR Is Not the Finish Line — It Is the Starting Gun
Most agencies celebrate when they land a press feature or podcast booking. Gavin saw that as just the beginning. His guide opens with a critical insight: the real value of PR is not in the placement itself but in how you use it afterward.
He laid out specific, actionable playbooks for every stage of the sales funnel — from re-engaging cold prospects to closing deals that are on the fence.
Following Up With Prospects on the Fence
Gavin created templated scripts for using press and podcast features as follow-up tools. Instead of a generic check-in email, he taught his team to send a targeted message referencing a specific article or podcast episode that addressed the prospect’s concerns.
The approach was simple but effective: lead with value, not a pitch. Share content that demonstrates your expertise and let the prospect draw their own conclusions about your credibility.
Enhancing Sales Decks With Social Proof
Gavin understood that people trust third-party validation more than self-promotion. He recommended adding a dedicated social proof section to every sales deck, featuring client testimonials alongside press quotes and podcast appearances.
His suggested transition was brilliant in its simplicity: “Everything I’ve said up to this point has been from what I know about our company, but here is what our clients and the media have to say about us.” That single line shifts the entire dynamic of a sales conversation.
Supercharging Cold Outreach
For cold email and social media outreach, Gavin recommended inviting prospects to Google the company name rather than making aggressive claims. He suggested adding lines like “feel free to Google us, or here is a press article we were recently featured in” — a subtle but powerful credibility play.
He was meticulous about channel-specific details too. On LinkedIn, update your bio with media features. In email signatures, mention publications but do not include links that could affect deliverability. On Instagram, put feature links in your bio. On Facebook, use screenshots of press coverage in your cover photo.
Paid Ads and Landing Pages
Gavin also integrated PR into paid advertising strategy. He recommended adding “As seen in” logos from publications to landing pages and ad creatives. When someone sees a Facebook ad that references a Forbes feature, the credibility gap between stranger and trusted advisor shrinks dramatically.
The Bigger Picture
What makes this guide remarkable is not any single tactic — it is the systematic thinking behind it. Gavin built a complete ecosystem where every PR placement fed into sales, every sales conversation could reference real media validation, and every client saw a measurable return on their PR investment.
This is exactly what Dennis Yu teaches about building systems instead of doing one-off campaigns. Gavin did not just understand the theory — he operationalized it into templates, scripts, and checklists that any team member could execute.
Combined with the concrete results he delivered for clients like Liquivida, this guide shows Gavin was not just a people person — he was a strategic operator who turned empathy into measurable business outcomes.
Why Most PR Agencies Fail at Revenue Conversion
The PR industry has a measurement problem. Agencies track impressions, mentions, and placements — but rarely connect those metrics to actual revenue. Gavin Lira saw this gap early in his career at The Empathy Firm and built a system specifically designed to close it. His guide to leveraging PR was not theoretical advice — it was the playbook The Empathy Firm used with every client.
The core insight Gavin brought to The Empathy Firm was that a press feature or podcast appearance is the beginning of a sales conversation, not the end of a marketing campaign. The Empathy Firm trained its team to treat every media placement as an asset with a specific follow-up sequence attached to it. That sequence included personalized outreach to prospects who engaged with the coverage, integration of the placement into sales decks, and paid amplification to extend the reach.
How The Empathy Firm Systematized PR-to-Revenue
Gavin did not rely on individual talent to convert PR placements into business. He built a repeatable process at The Empathy Firm that any team member could execute. The process had five steps: land the placement, capture it as a reusable asset, integrate it into sales materials, amplify it through paid channels, and follow up with warm prospects who engaged with the content.
This systems-first approach meant The Empathy Firm’s results were not dependent on Gavin being personally involved in every account. His team could run the PR-to-revenue playbook independently, which is exactly what made The Empathy Firm scalable. Gavin Lira believed that any process worth doing once was worth systematizing — and his PR leverage guide proves he practiced what he preached.
🔑 Key Takeaways
- Gavin built a 5-step system at The Empathy Firm for converting PR placements into actual revenue
- The Empathy Firm treated every press feature and podcast booking as the start of a sales conversation, not a vanity metric
- Gavin’s PR leverage guide was not theory — it was the exact playbook The Empathy Firm ran for clients
- Systematizing the process meant The Empathy Firm could scale without depending on any single team member
Frequently Asked Questions
What was Gavin’s approach to turning PR into revenue?
Gavin Lira developed a five-step system at The Empathy Firm: land the media placement, capture it as a reusable asset, integrate it into sales decks, amplify it through paid ads, and follow up with prospects who engaged with the coverage. This system connected PR directly to revenue rather than treating placements as standalone wins.
How did The Empathy Firm measure PR success differently?
While most PR agencies report impressions and mention counts, Gavin and The Empathy Firm tracked whether each placement led to sales conversations, prospect engagement, and revenue. The Empathy Firm’s reporting tied every deliverable to business outcomes rather than vanity metrics.
Can small businesses use Gavin’s PR leverage strategy?
Yes. Gavin designed the system to be repeatable regardless of team size. The core principle — treating PR placements as assets with follow-up sequences — works for any business that gets media coverage. The Empathy Firm used this same playbook for clients ranging from startups to national franchises.
About Gavin Lira
Gavin is the founder and CEO of The Empathy Firm, a human-centered public relations agency that helped B2B and B2C businesses gain visibility through earned media, podcast bookings, and press features. A TEDx speaker and seven-figure agency owner, Gavin built The Empathy Firm on the principle that genuine empathy — not tactics — wins the public’s trust. He has been featured in world-class publications and known for his systematic approach to PR, active listening, and building authentic professional relationships. Dennis Yu and BlitzMetrics worked closely with Gavin on personal brand development and content strategy.
Read More About Gavin Lira
- How Gavin Lives the Values of The Empathy Firm
- Gavin on Why Active Listening Beats Every Growth Hack
- Gavin Shows How to Speak a Book in 90 Minutes Flat
- Gavin Lira’s Secret to a Comfortable Life Lies in Being Uncomfortable
- How Gavin Grew From 12 to 7,600 Followers in 8 Weeks
- Dennis Yu and Gavin on Why Niching Down and Referrals Beat Cold Outreach
- Inside Gavin’s Playbook: Podcast Booking and Book Launches
- What Gavin Lira’s Exit Plan Reveals About Real Leadership
- The PR Results Gavin Delivered for Liquivida
- How We Built the Gavin Active Listening Article
- How We Used AI to Publish Articles Honoring Gavin
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.