I read 10 PR pitches yesterday. Every single one started with "I hope this email finds you well."

Brother, the email found them deleting your email.

But here's the part nobody talks about. Even the good pitches, the ones with a sharp subject line and a real story, don't get judged on the email alone. The moment a journalist is even slightly interested, they do the same thing you do before a first date.

They google you.

And whatever shows up on page one? That's your real pitch. The email was just the cover letter.

The 10-second background check

Think about how this actually plays out. A reporter is on deadline. They have a stack of pitches. One catches their eye. Before they write back, they open a new tab and type your name.

In a few seconds, they decide whether you're a credible source or a guy with a Canva logo and a dream.

It's not just journalists, either. Investors do it. Podcast hosts do it. Potential clients do it before they ever book a call. Your future business partner is probably doing it right now while pretending to pay attention on a Zoom.

Nobody tells you they googled you. They just reply. Or they don't.

What they're actually looking for

When someone searches your name, they're not reading every link. They're scanning for answers to three questions:

1. Are you real?
2. Has anyone credible vouched for you?
3. Do you actually know what you're talking about?

Page one answers those questions whether you like it or not. If it's empty, the answer is "not sure." If it's a dormant social account and a LinkedIn with a blurry headshot from five years ago, the answer is "probably not." If it's someone else with your name who sells timeshares, well. Good luck.

Leverage over coverage

This is where I get a little contrarian about PR.

A lot of people chase coverage like it's the finish line. Get the hit, screenshot it, post it, done. Other people chase virality instead.

Going viral is the participation trophy of the internet. Everyone gets one eventually, and nobody remembers it a week later.

Meanwhile, one Forbes feature still sends me leads four years later.

Why? Because it's still sitting there when people look me up. Every time someone googles me, it does its job again. Quietly. For free. Without me posting a single thread about it.

That's the difference between coverage and leverage. Coverage is a moment. Leverage is an asset that keeps working every time someone checks you out.

The goal isn't to get mentioned. The goal is to build a page one that closes the deal before you even show up.

The four pieces of a page one that works

Here's what I think a strong search result looks like for a founder or expert.

1. A knowledge panel. That box on the side of Google with your photo and a short bio. It signals "this person is a known entity." You can't just order one, but you can earn it over time by being consistently documented across credible sources.

2. Owned profiles you actually control. Your personal website. LinkedIn. X. A company bio page. You write these yourself, so make sure they say the same thing and don't contradict each other. If your LinkedIn says "CEO" and your website says "Founder & Chief Vibes Officer," pick one.

3. Third-party features. This is the heavy artillery. An article where a real publication writes about you or quotes you carries weight no self-written bio ever will. It's someone else saying you matter. That's what journalists, investors, and clients trust most.

4. Podcasts and interviews. Underrated. They show you can talk, not just type. They're usually easier to land than a top-tier feature, and they stack up fast. A handful of solid appearances makes you look like someone people actually want to hear from.

You want a mix. Owned profiles prove you exist. Third-party features prove other people think you matter. Podcasts prove you can hold a conversation.

Google yourself like a journalist: a checklist

Here's the exercise. Do it today. It takes fifteen minutes and it'll probably sting a little.

1. Open an incognito window. Your normal browser is personalized. Incognito is closer to what a stranger sees.
2. Search your full name. Then your name plus your company. Then your name plus your industry.
3. Look at page one only. Nobody's clicking to page two. Including you, honestly.
4. Count how many results are actually you. If someone with the same name is outranking you, that's a problem.
5. Check for a knowledge panel. Is there one? Is the info accurate? Is the photo one you'd want a reporter to see?
6. Click through your own profiles. Are they current? Does your headline match across all of them? Do they link back to your site?
7. Look for third-party proof. Is there at least one article, feature, or interview where someone else talks about you?
8. Check Google Images. Journalists look there too. If the first photo is you holding a drink at a wedding, maybe fix that.
9. Search your company name separately. Reporters check the business, not just the founder.
10. Ask the honest question. If you were a busy journalist with a full inbox, would this page make you reply?

If the answer is no, that's not a failure. That's a to-do list.

You don't need to be polished. You need to be findable.

Look, I'm the guy who calls people "brother" in a blog post. I'm not here to tell you to become a corporate press release with a haircut.

You don't need a perfect personal brand. You need a page one that answers those three questions before anyone has to ask them.

Most people spend hours tweaking a pitch email and zero minutes on what happens after the journalist reads it. That's backwards. The email gets you a glance. Page one gets you a reply.

So before you send another pitch, fix the thing they're going to check anyway.

Want a second set of eyes?

I've helped 50+ brands get featured in Forbes, Time, and GQ, and it always starts in the same place: looking at what shows up when someone searches your name.

If you want, I'll google you like a journalist would and tell you exactly what I see. No fluff, no "I hope this email finds you well." Just an honest look at your page one and what I'd fix first.

Book a free PR audit here: https://calendly.com/dontbealittlepitch/30-min-meeting

Worst case, you walk away with a to-do list. Best case, your next pitch actually gets a reply.