Position yourself as a valuable expert to the news media

You may not realize it, but your in-depth industry knowledge makes you a valuable source for the news media. Why not capitalize on your experience and establish yourself as a background expert for the local press?

Becoming a reliable news source is an effective strategy to keep you and your company's name visible -- a great tactic for building awareness of your firm and the products and services you offer -- especially for the times when you may not have a lot of company news or when business is slow.

Here are some suggestions for positioning yourself as an expert in your field and getting your message across to reporters and editors.

Develop an online press kit
Begin with a brief overview describing your area of expertise and your willingness to offer commentary on a given topic. Develop your biography so it highlights your credentials, including your educational and career accomplishments, awards, honors, speaking engagements, and any press you've received. If you've been interviewed by the media before, be sure to include all the pertinent information, describing the topic/nature of the interview and how you contributed to the piece. Include a photograph of yourself and any other photos that bring value to the work you do, your company history, and past press releases. Add the online press kit link to your company website.

Highlight your specialty & differences
There are thousands of professionals in every field, therefore you want to point out your specialty or an unusual aspect to your business. If you've had a long career as a CPA, for example, but now you provide accounting services for nonprofits only, discuss your area of expertise and explain how you could be a resource. Or, if you're one of several veterinarians in the area, make it known that you spend every weekend holding adoption clinics at your facility. Being specialized and/or different is key for garnering media attention.

Start small
Identify media outlets in your region that could use your expertise for interviews or background information. Focus locally and build a track record as an expert before branching out to larger, national outlets. In addition to regional newspapers and TV/radio stations, target online sites and trade publications in your industry or related fields. Offer to write bylined columns that provide helpful, "how-to" advice and information.

Make contact
Find out who the assignment or managing editors are for each organization you wish to reach. Send a letter or email to each contact, emphasizing how you can be a valuable resource and describe any previous press experience. Provide a link to your online press kit as well as your company web site. Editors may not acknowledge expert solicitations, but they often keep them on file for future reference.

Follow the news
Be prepared to take advantage of breaking news in which you have expertise, and call the appropriate editor to remind the person that you offered to be a guest expert on the subject. If possible, position yourself to comment on a recurring topic in the news, rather than a short-lived news piece, which will increase your chances of being contacted regularly.

Deliver the news
You can also offer timely story ideas in which you have first-hand knowledge, such as industry statistics, surveys, or unusual trends. Make sure when you contact editors that your information is trustworthy and objective, and avoid pitches about your own business. Also think about providing graphics, charts, photos, or anything that is visually interesting. By sticking to the main points and offering helpful visuals, you will begin to establish credibility.

Be prepared
Once you've offered your time and expertise, make sure you're accessible and ready to provide worthwhile and interesting data. With each interview you'll gain experience speaking to the press, which will continue to help you build your reputation as an articulate expert they can rely upon at a moment's notice.

There's no guarantee that journalists will respond to your ideas, but if you follow these steps you'll significantly increase the chances of becoming an informative source while increasing your company's visibility.

Longwood Software announced a new automated reporting capability for its TagTeam marketing materials management system. TagTeam Auto Reports provide insight into key activities by salespeople and customers, helping measure marketing and sales effectiveness. http://www.longwoodsw.com.

Shunra Software made several announcements, including: Shunra VE SMB Edition network simulation software, designed especially for small-to-medium size enterprises; the opening of a new office in Philadelphia, PA; and the addition of a new VP of Marketing, Matt Reid. http://www.shunra.com.

Richard Shock, President of the Shock PR International franchise division, has been named Publicity Chairman for the Boston ENet (Entrepreneur's Network). The ENet is an organization that provides informational monthly programs and resources for technology-based start-up companies. The ENet recently was saddened by the loss of its founder, Les Brown, who passed away on April 16. For more on the ENet, see www.boston-enet.org.

You can position yourself as an industry expert by speaking at conferences or sponsoring a workshop where the media will be attending, or you can invite the press to attend if you believe the topic is timely and newsworthy.

Please make a note of our new address and phone numbers: Shock PR, Inc. P.O. Box 3174 Bourne, MA 02532 T: 508-743-9993 F: 508-743-9566

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