How Sarah DeVido of Empowered Health Built Instant Credibility Through PR

In a crowded wellness market, expertise alone isn’t always enough. Visibility matters — and credibility matters even more.

That was the challenge facing Sarah Devido of Empowered Health, a functional nutritionist based in Loudoun County. Despite delivering powerful, personalized hormonal health coaching for women over 40, the brand had no media presence and limited awareness beyond its immediate network.

In just three weeks, that changed.

The Challenge: Standing Out in a Saturated Wellness Market

Women’s health coaching is a competitive space, particularly for practitioners serving midlife women navigating hormonal shifts, fatigue, and metabolic changes. Sarah of Empowered Health needed more than social media posts or word-of-mouth referrals — she needed third-party validation to build trust quickly.

The goal:

Establish credibility
Expand brand awareness locally
Position Sarah as a trusted expert, not just another coach

The Strategy: Positioning Expertise Where It Matters

The first step was identifying what truly differentiated Empowered Health.

Rather than generic wellness messaging, we focused on her clear niche: empowering women over 40 with personalized, hormone-focused health coaching.

Next, we looked at where that message would resonate most.

After researching Fox5 DC’s recent coverage patterns, particularly within health and lifestyle segments, we crafted a producer-friendly pitch that:

Tied her expertise to timely wellness trends
Positioned her as a practical, relatable expert resource
Clearly answered the question producers always ask: Why this, why now, and why her?

The Execution: Smart Pitching + Strategic Follow-Up

Once the strategy was set, execution moved quickly and intentionally:

Developed a compelling pitch angle aligned with current wellness conversations
Identified and contacted the right Fox5 DC producers
Prepared the client with clear interview talking points and key messages
Conducted thoughtful, strategic follow-up — without overpitching

Within three weeks, the pitch landed.

The Results: Instant Credibility and Lasting Assets

On January 8, 2025, Sarah was featured on the Fox5 DC morning show, reaching more than 600,000 viewers nationally.

The impact went far beyond the segment itself. It:

Featured Sarah and her brand, Empowered Health, as an expert on Fox5 DC
Gave her professional broadcast-quality video for ongoing marketing
Gave Immediate credibility in a competitive market
Drove Direct inquiries following the appearance
Is a media win that can be leveraged across her website, social media, and sales conversations

Watch the Fox5 DC segment here:

Why This Matters

This case study is a reminder that effective PR isn’t about chasing press — it’s about strategic positioning, understanding media needs, and telling the right story to the right audience.

With the right message and execution, even brands with zero prior media coverage can land meaningful, high-impact visibility — fast.

Want results like this for your brand?
Strategic PR isn’t about luck — it’s about the right story, the right outlet, and the right timing.
Let’s talk about how earned media can work for you.