Have you ever wondered how some people seem to get into the press and media time and again? It’s particularly noticeable when there is a big news story that you follow through the day. You might listen to the radio in the morning, pick up a newspaper, catch up with the news online then watch television later on. On occasions you’ll see the same person being interviewed and providing comment each time.
So, why is that important?
- It gives you great exposure in the press and media – journalists notice who is being interviewed for a story
- If you get this opportunity, and do a good job, then the chances are that you will get asked back
- It positions you as an expert and that helps to build your reputation in the public domain
- It helps to build your reputation amongst your peers and in your industry
- It can encourage approaches journalist contact database from other interested parties – potential customers, those interested in collaborating in some way
- It makes you more desirable on the speaker circuit – you’re in demand
- By appearing in the press and media, and being the expert that journalists call on, you will open up many more opportunities.
Achieving this expert status is not something that is as out of reach as many people think. The trouble is that many people don’t know where to start. If you have hired a PR consultant or agency then they will be doing the hard work for you. But, you can also do it yourself. There is no doubt that it does take time but once you’ve made yourself an expert and are in the position that journalists call on your for comment then you just need to make yourself available. You don’t need to create news to get publicity – you’ll be getting it from other people’s stories.
There are a number of ways you can make yourself an expert. There are databases that journalists use to access experts for comment on stories. You put a profile on the database with keywords to cover the subjects you can speak about. It’s a good idea to check out the competition to see which experts are listed there who cover the topics you do. Journalists also have their own contacts books – your task is to give them the ideas, stories and information they want so that they come back to you time and again as a reliable source in the future. You can also pick up requests from journalists on social networking sites.