62: Stop Waiting for PR - Build Trust & Authority with LinkedIn News (with former News Editor Natalie MacDonald)
Media MagnetShow Notes
Today’s episode is for every small business owner who’s been quietly building behind the scenes - posting sporadically on LinkedIn, wondering if anyone is actually paying attention - and questioning whether the platform is really worth the effort.
Because here’s the truth: LinkedIn isn’t just a place to park your CV.
It’s one of the most powerful visibility tools available to small business owners right now, and most people are barely scratching the surface.
My guest today is Natalie MacDonald, former TV journalist, former LinkedIn News Editor, and founding member of the LinkedIn News Australia team. Natalie didn’t just use LinkedIn. She helped build the editorial engine behind it.
During her seven years inside LinkedIn, she shaped professional news coverage, surfaced expert voices, led editorial campaigns across APAC, and launched LinkedIn’s first global International Women’s Day campaign, featuring leaders like Jacinda Ardern and Melinda Gates.
In this episode, we go far beyond generic “post three times a week” advice.
Natalie shares how LinkedIn News actually works behind the scenes, how professionals get featured, why journalists are actively using LinkedIn to find sources, and how small business owners can position themselves as trusted industry authorities, without waiting for traditional PR.
We talk about the evolution of LinkedIn from online CV to global knowledge marketplace (now with over 1 billion members), and why showing up with thought leadership, not just marketing, is what creates real opportunity.
This episode is about stopping the wait for PR… and starting to build visibility strategically.
In This Episode, We Cover:
What LinkedIn News actually is - and how editors choose which voices get featured
How to reverse-engineer newsworthy content for LinkedIn
The four types of LinkedIn content that build authority
Why journalists use LinkedIn to source experts and case studies
How visibility on LinkedIn can lead to speaking gigs and business opportunities
The difference between promotional content and thought leadership
Why personal storytelling is powerful on professional platforms
How to future-proof your career and business through personal branding
Simple profile tweaks you can make today to strengthen your LinkedIn presence
Why comments are the most underrated growth strategy on the platform
Resources & Mentions
Follow Natalie MacDonald on LinkedIn: https://www.linkedin.com/in/natalie-macdonald/
Follow Working At It (Natalie’s consultancy): https://www.linkedin.com/company/working-at-it/
Follow Liz on Instagram: @liz_nable: https://www.instagram.com/liz_nable/
Learn more about the Media Masters Academy: https://www.liznable.com/mediamastersacademy
More from Media Magnet
Enough of the box-tickers. My guest today says most small business owners have, at some point, buried their head in the sand about their numbers, come to her flying completely blind, and finally hit the point where enough is enough.
"I think we've attached a lot of success to raising capital." When a business raises $25 million and gets a $100 million valuation, we treat it like a win. My guest today says that's not actually a marker of success at all, and understanding the difference could change how you think about your own business.
Most people who sell a business they've poured five years of blood, sweat and no salary into would take the win and put their feet up for a while. My guest today looked at her payout and thought, "Great, let's do it all again, but harder, faster, and with a lot more on the line this time."
There are 2.2 million self-employed Australians. Nearly half of small business owners aren't contributing to their own super. And most of them are telling themselves the same thing: my business is my retirement plan.
They beat out 14 other applicants for the lease. They opened with 5,000 local social media followers already waiting for them. They had a line out the door on winter mornings. Their biggest day was 444 coffees in a little suburban cafe with just two people behind the counter.