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The one sure
way to guarantee constant publicity and exposure is to
become your local industry expert. Establish yourself
as an authority, offer opinions on industry trends and
events, and soon the media will be beating a path to
your door.
Well, maybe
not beating a path, but when you call them they will
start taking your call – and that’s a start, isn’t it?
It never
hurts to offer opinions to journalists on stories they
have produced, an industry event, or a news story that
may have been covered in another publication. If you
can present a good case and appear to have command of
the issues at hand, the media will begin to recognize
your authority.
This may
sound ridiculous, but know what you are talking about.
The tips we will give you in the following paragraphs
are proven winning PR strategies, but they don’t work if
you just try to hype yourself. You need to have a solid
grounding on your industry and the issues you address,
and you need to be able to articulate your position.
Inform
local media professionals about breaking stories and
trends in your industry. Make sure that the
information is newsworthy, even if it has nothing to do
with your company, and be very selective - you do not
want to become a pest. Many journalists appreciate
a good source of information and once you establish a
track record with them you may find yourself mentioned
occasionally.
You will
know you are scoring points when you begin to receive
calls from producers of television and radio news
divisions asking for your take on an event. Always be
available and always be gracious. If you get the chance
to get on camera or before a microphone, make the most
of it. Be prepared, stay calm, and keep your focus on
the issue at hand. Listen to the questions asked of you
and take your time to consider your answer.
If you have
never had the opportunity to speak in public before,
don’t wait until you are sitting in a television studio
to get your feet wet. Join a local Toastmaster’s or
other public speaking group and get used to standing in
front of people and talking. If you just can’t do it,
identify someone else in your company who can and make
them the spokesperson.
Every
industry has its share of events and tradeshows. Start
talking to the people who produce those shows well in
advance and offer to speak at the event. These
appearances will not only help develop your public
speaking ability, they will enforce your authority as an
industry expert.
It won’t be
long and you will find opportunities opening up for you
right and left. Your company will enjoy more exposure,
you will have added a tremendous ability to your resume,
and your reputation in your industry will grow. Now
what’s keeping you from becoming an expert? |
