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 one too...


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 the journalists.


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. Focus.


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 a journalist.


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 assistants.


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.


Copyright © Paula Gardner 2004. All rights reserved. 

Paula Gardner is a PR and marketing coach who works with people
who are passionate and serious about getting their business
noticed by the media. You can read more articles on PR and
marketing at http://www.doyourownpr.com