Promoting Yourself as an Expert to the Media

Gain exposure for your business as a spokesperson in the press

By Frances Sharpe, freelance writer/editor

Everyday, thousands of television, radio, print and online reporters and journalists seek out experts to comment on the news of the day. You can be one of those experts — appearing on TV, speaking on the radio or being mentioned in newspaper and magazine articles — all you have to do is position yourself correctly.

Positioning yourself as a media expert can:

Increase awareness about your company
Improve your credibility
Widen your customer base
Provide thousands of dollars worth of free publicity
Lead to additional publicity opportunities.

Conquer the sound bite

All reporters, and especially broadcast reporters, want interview subjects who can give them quotable comments or "sound bites" without any "ums" or "uhs". They also want experts who are at ease on camera. Practice your interviewing techniques so you'll be comfortable providing short answers that make a point.
Try: Consider hiring a media training consultant or attending a media training workshop to hone your speaking skills, or gain insight from PublicityHound.com's one-hour tele-seminar "How to Be an Expert Spokesperson the Media Love".

Start small with local media

Before pitching yourself as an expert to major national media, gain experience with smaller publications. Your best bet is to begin by targeting local newspapers, radio shows or television programs. Getting a few appearances under your belt will build your confidence, increase your comfort level and improve your pitching skills.
Try: Find listings for newspapers, radio shows and television stations by clicking on your state at the U.S. Newspaper List.

Beef up your bio

Before getting booked as an expert, journalists will ask you to send your bio to review your credentials. Instead of creating a chronological listing of your accomplishments, customize your bio to highlight your most impressive credentials, including any appearances as a media expert and any mentions in print publications.
Try: Find additional info about crafting an expert bio and more in "10 Tips to Getting Booked" at About.com. For assistance designing an enticing bio, customize one of the many résumé templates at Microsoft.com.

Start writing

Being an author or columnist about a specific subject can enhance your image as an expert. Start by writing how-to articles, tips and blogs on your Web site. Consider creating an e-newsletter covering your area of expertise. Based on this experience, you can branch out and offer to write free articles for magazines and newspapers.
Try: Constant Contact offers design templates, subscriptions managements and tips on writing an e-newsletter. Find the tools you need to publish an e-book at EBook Publishing Tools. MediaBistro.com offers tips on how to pitch articles to various publications.

Obtain a listing in expert directories

When journalists need to find an expert fast, they often turn to directories that list experts by category. Your directory listing can get your name in front of print, radio, television and online journalists.
Try: Create a listing for yourself at ProfNetExperts.com or in the Yearbook of Experts. Include your credentials, topics of expertise and contact information.

Contact producers and editors in advance

Don't wait for a major news event to happen to contact the media. Send a media kit that includes your bio, any press clippings, a photo and a list of topics you can comment on to producers and editors in advance so they'll keep you in mind when they cover a story in your area of expertise.
Try: Visit the American Marketing Association for tips on creating a media kit and learn how to design your press kit using Microsoft Publisher.

Be available

Landing a gig as a media expert often depends on timing. Journalists often select an expert based merely on their availability to answer questions when needed. To promote yourself as a spokesperson, be willing to drop everything to handle the media's requests for comments.
Try: Give the media several ways to contact you, including email, office phone and mobile phone. To stay in constant contact at all times no matter where you are, consider using a cellular phone that also lets you check your email, such as a Blackberry.

Always tailor your comments and terminology to the audience of the publication, radio show or television program.
Send a thank-you card to reporters following an interview.
Update your bio often to include new appearances and media mentions.