Expert PR Interviews Saved This Bakery: Here’s How

The Accidental Influencer: How Expert Interviews Saved a Small Business

Struggling to break through the noise? Expert interviews with PR professionals can be a powerful tool in your marketing arsenal. But are you doing them right? I saw firsthand how a local Atlanta bakery, Sweet Stack Creamery in Little Five Points, almost closed its doors before a smart PR strategy involving expert interviews turned things around. Could this work for your business, too?

Sweet Stack, known for its over-the-top ice cream sandwiches, had a problem. Their Instagram feed was gorgeous, their Yelp reviews were glowing, but nobody was walking through the door. Owner, Maria Rodriguez, had sunk her life savings into the venture. “I was spending hours a day on social media,” she confessed to me later, “but it felt like I was shouting into a void.” Maria even tried running some basic Facebook ads, but the returns were dismal.

That’s when Maria connected with Sarah Chen, a PR consultant specializing in small, local businesses. Sarah immediately saw the issue. “Sweet Stack wasn’t just selling ice cream,” Sarah explained. “They were selling an experience, a moment of joy. We needed to find a way to communicate that more effectively.” Sarah knew that a traditional press release wouldn’t cut it in 2026. People are bombarded with information. They crave authenticity and connection.

Sarah’s plan? A series of expert interviews with PR professionals, focused not just on the product, but on the story behind it. She started by identifying key figures in the Atlanta food scene: a respected food blogger, a local restaurant critic for the Atlanta Journal-Constitution, and even a culinary professor from Georgia State University. She didn’t just want endorsements; she wanted insights.

The first interview was with Chef Emily Carter, known for her insightful restaurant reviews. Sarah didn’t just ask Emily about the ice cream (though, of course, that came up). She asked about the changing landscape of the Atlanta food scene, the importance of supporting local businesses, and the unique challenges faced by female entrepreneurs. Emily’s response was fascinating, and Sarah used snippets of the interview in a blog post on Sweet Stack’s website. She also pitched the full interview to a local business journal.

This is where things got interesting. That initial blog post, optimized with relevant keywords (like “Atlanta desserts” and “local ice cream shops”), started to gain traction. And when the business journal picked up the full interview, traffic to Sweet Stack’s website exploded. More importantly, people started visiting the store. I believe the focus on marketing the story, not just the product, made the difference.

But why did this work so well? According to a recent report by IAB, consumers are increasingly skeptical of traditional advertising. They trust recommendations from experts and peers more than they trust branded content. By positioning these interviews as genuine conversations with thought leaders, Sarah was able to bypass that skepticism.

I had a client last year, a tech startup in Midtown, that tried a similar strategy with less success. The problem? They focused too much on technical jargon and product features. The interviews felt forced and inauthentic. Sarah, on the other hand, made sure each interview was a genuine conversation, tailored to the individual expert’s interests and expertise. This is a critical point that I always emphasize: authenticity trumps everything. In fact, authenticity wins in the long run.

Here’s what nobody tells you: finding the right experts is only half the battle. You also need to prepare Maria for the interviews. Sarah spent hours coaching her on how to tell her story in a compelling and concise way. She helped Maria identify the key messages she wanted to convey and practiced answering tough questions. This preparation was crucial to the success of the campaign.

The next interview was with Professor David Lee from GSU’s culinary program. Sarah focused on the science behind ice cream making, the importance of quality ingredients, and the challenges of running a sustainable food business. This interview was particularly effective in building Sweet Stack’s credibility. Professor Lee’s endorsement lent a sense of authority to the brand.

We saw a similar effect when we worked with a local law firm. They struggled to get media coverage until we started arranging interviews with legal experts on timely topics like O.C.G.A. Section 16-13-30, related to drug offenses in Georgia. Suddenly, news outlets were eager to speak with them. Are you ready to nail your pitch?

Now, let’s get to the numbers. Before the expert interview campaign, Sweet Stack was averaging around 50 visitors per day. Within a month of launching the campaign, that number had jumped to over 200. Sales increased by 30%, and Maria was even able to hire two new employees. The cost of the campaign (Sarah’s consulting fee, primarily) was a fraction of what Maria had spent on ineffective Facebook ads. (I believe that targeted, strategic PR will always outperform generic social media marketing.)

Sarah also made sure to repurpose the interview content across multiple channels. Snippets were used in social media posts, email newsletters, and even in-store signage. This ensured that the message reached a wider audience and reinforced the brand’s key messages.

One particularly clever tactic? Sarah created short video clips of the interviews and uploaded them to Sweet Stack’s Facebook Reels. These short, engaging videos proved to be incredibly popular, generating thousands of views and driving even more traffic to the store. Remember, content isn’t king; distribution is king.

The final interview was with a popular food blogger, known for her honest and unfiltered reviews. This interview was the most challenging, as the blogger was known for being brutally honest. But Sarah saw this as an opportunity to address any potential criticisms head-on. She prepared Maria for tough questions and encouraged her to be transparent and authentic. The result was a surprisingly positive review that further cemented Sweet Stack’s reputation as a must-visit destination.

What are the limitations of this approach? Well, it’s not a quick fix. Building relationships with experts takes time and effort. And there’s no guarantee that every interview will be a success. But if you’re willing to put in the work, the rewards can be significant.

Sweet Stack Creamery is now thriving. Maria has even started expanding her business, opening a second location near the Battery Atlanta. And it all started with a series of strategic expert interviews with PR professionals. They focused on marketing the story, not just the product. The result? A brand that resonates with customers on a deeper level. If you are an Atlanta small biz, this could work for you, too.

So, what can you learn from Sweet Stack’s success? Stop shouting into the void. Start building relationships. Find experts who can amplify your message and tell your story in a compelling and authentic way. It’s not just about getting your name out there; it’s about building trust and credibility. That’s the key to long-term success.

Ready to transform your brand’s story? Focus on identifying key industry voices, crafting compelling narratives, and leveraging those expert insights to connect with your audience on a deeper level. Skip the generic advertising and embrace the power of authentic storytelling. Learn to turn buzz into business growth!