Become A Go-To Expert For The Media

Want repeat media exposure? Become a go-to expert for writers. It’s not an impossible dream.

First, get one thing straight – editors write articles. Their articles contain ideas, events, people and perspectives. From where do they come? From people they know or can easily find. You can become one of their go-to people.

Second, let’s find out if you can qualify as an expert. Take the following test. Raise your left hand to eye level. Make a fist. Now raise your pinky finger. Look at it, and answer this question: On what subject do you possess more knowledge in your little pinky finger than most persons on the planet? By most, we mean the 99% of the population that does not do what you do? If you have an answer, you’re an expert.

Third, can you be interesting and opinionated? Writers don’t want wallflowers that take middle-of-the-road positions. They want opinions and passion. They want comments that are insightful, interesting and arouse emotion. If you can’t fit the bill, find someone that can represent your company.

Fourth, write a summary of your special expertise. What makes you unique? What makes you an expert? On what topics are you capable of providing insight? List them.

Fifth, prepare and maintain an attractive, interesting and informative bio.

Sixth, identify the media outlets (print, radio, television, web, etc.) that serve your target audience.

Seventh, begin regularly writing “letters to the editor” regarding topics covered by each outlet that relates in some way to your unique expertise. Include your bio and contact information in each submittal. Make sure they can reach you on impulse (i.e., cell phone).

Eighth, regularly provide good story ideas to writers at the media outlets you target.

Do these things and writers will get to know you. If, when they call, you have the right stuff you will become a go-to expert.