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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
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
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.
4. 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.
5. 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.
6. Make sure you have your extras (photograph,
biography, logo) ready to go at all times if requested by
7. 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
8. 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!
9. 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.
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