One of the main values of a public relations campaign is that it helps establish you as an expert in your field. But you need to help the media help you. Your job is to let them know why you’re an expert and make it as easy as possible for them to use you as a resource. With that in mind, this week, I’m going to focus on daily tips on how to use PR and media relations to establish you as an expert in your field.
PR Strategy A: You can’t expect the media to see you as a resource, unless you’ve positioned yourself as one. With that in mind, job #1 is to present yourself as a resource who will resonate with the media’s readers, listeners and/or viewers. Begin by making a list of the topics that you can address. You have a specialty; a topic or area that you’re expert in. That’s the main area you want to address, but if you move a little right or left of center, chances are you can come up with a much wider list of topics you can discuss. For example, if you’re a cardiologist, can you discuss the various ways that social media and the internet are changing the practice of medicine? That’s not exactly a cardiology story, but it does deal with medicine, the culture at large and can help establish yourself as an expert. Remember the bigger the media bull’s-eye, the greater your chances of success.
Copyright © Anthony Mora 2012