When Sienna Jovcevski posted a meme on Instagram, she wasn't trying to get media coverage.

She was just a 17-year-old business owner, reacting to the Federal Budget the same way the rest of us were: with a mix of disbelief and dark humour.

But what happened next is one of the most powerful examples of earned media I've seen in my entire career as a journalist and media trainer. And it has everything to teach small business owners about the power of a well-timed story.

Who Is Sienna Jovcevsk...

Friday started with a phone call at 5am.

Sunrise needed a guest expert. Their regular couldn't make it. Could I be there?

I said yes.

By that night, the reel I filmed afterwards had been seen by 345,000 people. 20,000 likes. 3,800 shares. 1,200 comments.

And within days, The Sunday Telegraph, a weekend magazine, and Women's Agenda had all come to me.

Here's what actually happened, and more importantly, why.

What the Segment Was About

Boost Juice founder Janine Allis had posted something...