Have you ever noticed how the same people’s names always seem to appear in magazines and newspapers articles which quote them as a source of info and advice on their own particular subject, whether it is web functionality and design, cosmetic surgery or investment banking?
They don’t just get there by accident. They, or their PR
Company, have put in a pretty concerted effort to become an
expert in their field. And here’s how you can become one
too...
1. Your first step is to define your niche. Don’t just
choose the whole of your industry. Choosing a particular
area that has relevance for people’s lives (or their money!)
means that you will be more appealing to a journalist or
editor. For instance if you are a life coach choosing one
area of coaching (say helping people find a new job) is
going to be more successful than trying to set yourself up
as an expert on everything. Likewise if you deal with
investing people’s money, talking about investing for your
children’s education and further education will bring you
better results as specific situations and articles will
bring you into the mind of the journalists.
2. Get your press release written – who you are and what you
do should be summed up clearly and precisely. If you can’t
handle writing a press release get hold of a copywriter or
contact me for details of my press release writing service.
Make sure it has a vibrant and attention grabbing first
paragraph as many journalists are too pressed for time to
read beyond it.
3. Identify your target publications. This might involve
some research into what your potential clients read, watch
and check out on-line. Don’t be distracted by the thought of
getting into gorgeous glossies or huge consumer publications
if your clients are more likely to be swayed by something
they read in the trade press. Focus.
3. Sort out your press release (or get me to do it for you!)
and send it, together with your tip of the month/week on
investments, caring for your teeth, getting new clients, or
whatever your particular niche may be. Experts have to be
adept at putting difficult ideas and concepts into layman’s
language so keep tips practical and easy to read. When
sending to journalists keep it in the body of an email, no
attachments, no fancy pictures or logos.
4. Make a date in your diary to send a new one out every
month/week. Don’t forget to include your press release at
the same time.
5. Make sure you have your extras (photograph, biography,
logo) ready to go at all times if requested by a journalist.
6. Give the press a valid number, possibly even your mobile,
where it’s going to be easy for them to reach you without
having to navigate switchboards or assistants.
7. Don’t forget radio. Even if you think that you’re
unlikely to reach a large number of your potential clients
by appearing on a particular show (and you can usually do
this from home or the office if time is a problem), it’s
great to be able to say “as heard on..” and it’s good
practical media practice for you. Finally, even though your
clients may not be listening, potential press contacts often
are!
8. Advertise the fact that you are available for media
comments and articles in as many places as possible – on
your website, on your business card, in your email signature
- and use your published tips to create a portfolio (both
online and in a nice funky folder!) to further enhance your
reputation as an expert.
