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They dont just get there by accident. They, or their PRCompany, have put in a pretty concerted effort to become anexpert in their field. And heres how you can become onetoo...1. Your first step is to define your niche. Dont justchoose the whole of your industry. Choosing a particulararea that has relevance for peoples lives (or their money!)means that you will be more appealing to a journalist oreditor. For instance if you are a life coach choosing onearea of coaching (say helping people find a new job) isgoing to be more successful than trying to set yourself upas an expert on everything. Likewise if you deal withinvesting peoples money, talking about investing for yourchildrens education and further education will bring youbetter results as specific situations and articles willbring you into the mind of the journalists.2. Get your press release written who you are and what youdo should be summed up clearly and precisely. If you canthandle writing a press release get hold of a copywriter orcontact me for details of my press release writing service.Make sure it has a vibrant and attention grabbing firstparagraph as many journalists are too pressed for time toread beyond it. 3. Identify your target publications. This might involvesome research into what your potential clients read, watchand check out on-line. Dont be distracted by the thought ofgetting into gorgeous glossies or huge consumer publicationsif your clients are more likely to be swayed by somethingthey read in the trade press. Focus.3. Sort out your press release (or get me to do it for you!)and send it, together with your tip of the month/week oninvestments, caring for your teeth, getting new clients, orwhatever your particular niche may be. Experts have to beadept at putting difficult ideas and concepts into laymanslanguage so keep tips practical and easy to read. Whensending to journalists keep it in the body of an email, noattachments, no fancy pictures or logos. 4. Make a date in your diary to send a new one out everymonth/week. Dont forget to include your press release atthe same time.5. Make sure you have your extras (photograph, biography,logo) ready to go at all times if requested by a journalist.6. Give the press a valid number, possibly even your mobile,where its going to be easy for them to reach you withouthaving to navigate switchboards or assistants. 7. Dont forget radio. Even if you think that youreunlikely to reach a large number of your potential clientsby appearing on a particular show (and you can usually dothis from home or the office if time is a problem), itsgreat to be able to say as heard on.. and its goodpractical media practice for you. Finally, even though yourclients may not be listening, potential press contacts oftenare!8. Advertise the fact that you are available for mediacomments and articles in as many places as possible onyour website, on your business card, in your email signature- and use your published tips to create a portfolio (bothonline and in a nice funky folder!) to further enhance yourreputation as an expert.
How,Get,The,Press,Come,You,The