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How To Create Expert Status For Yourself
by Annie Jennings PR
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1. Make a list of all of the topics
you can discuss along with sub-categories. For example, a Workplace
Expert would compile a topic list that included how
to deal with gossip in the workplace, the dos and don’ts
of asking for a raise,
workplace etiquette, tips for traveling with the boss, harassment,
climbing the
corporate ladder, handling burn-out . . .
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2. Create five talking points for
each of the topics you list in above. Talking
points are statements in sentence format that present a concept or
commentary.
Example of talking points on the topic of “tips for traveling
with the boss” are:“Do not drink alcohol and if you do, never become intoxicated” or “Being
on the
road with the boss is not a time to ask for a raise”. Under
each talking point
create several lines of discussion or commentary.
3. Create a well-developed BIO that stacks
your most impressive & documented
accomplishments from the top down. The media will read just enough
to convince
them that you are their perfect expert. Lead with your credentials
and education,
special areas of expertise, and follow with accomplishments or companies
you
have worked for and any impressive media you have obtained. If you
need help
with your BIO contact Tony Trupiano at www.effectivemediatraining.com.
4. Develop your contact database in advance.
Bacon’s Media
Directories offer
excellent information on media contacts (800.972.9252) and Bacon’s
also has
an online media database that allows you to create a broadcast email
to your
selected group.
5. Make contact with your media targets
in advance to let them know you are
standing by for them the next time they need a Workplace Expert.
Send your
areas of expertise as identified above, your BIO and your complete
contact
information including home and cell phone. When the media moves,
they move
FAST! If they cannot find you quickly, they will call someone else
and you will
lose your credibility.
6. Become well-read. Look for articles
in major national newspapers & magazines
that tie into your area of expertise. TV shows get ideas for programming
everywhere. Once you spot a national article that you can expand
upon or offer
commentary on, you will want to contact the media using your contact
database.
Then send your talking points, bio, phone numbers, and of course,
mention the
article or breaking news event to which you are pegging your pitch.
7. Keep your eye on the news. Anytime
there is breaking news that you can
comment on contact your media database immediately and stand by for
their
call. If you are immediately available for an interview or willing
to drop everything
and head to a local TV affiliate for a segment, let them know this
and include
your closest major city.
8. Watch your target shows and subscribe
to your target print media to learn the
types of experts they have on the show or use in the article. You
should also
familiarize yourself with the interviewer’s style or the journalist’s
work in your
area. You always want to be pitching “next level” ideas,
not something they just
covered.
9. Invest in media training. The
media loves a well prepared and media trained
guest who knows how to convey information on the exact topic quickly
and
accurately (with no ummms). You will get one chance to be fabulous!
If you are
a great expert that the media can count on to do a great job, you
will be asked
back. Ask your media trainer to train you on your talking points.
Contact Tony
Trupiano at(www.effectivemediatraining.com) and he can run you through
your
talking points.
10. Tape yourself! These tapes are
very important in your marketing strategy
and most shows do not offer a tape service. You can bring a blank
tape with
you to the studio and ask the producer to pop it in for you but you
cannot count
on this. Ask several friends and family to tape the segment for you
so you can
pick the best quality copy. You can order a professional copy from
Video
Monitoring Service located in NYC. I recommend that you invest in
a professional tape. Call them immediately, as they only have the
programming available
for a limited period of time.
FOR MORE ESSENTIAL TIPS:
Email Me For Your FREE audio cassette tape on creating expert status!
“How To Create Expert Status For Yourself” is available
at no charge. Simply
email annie@anniejenningspr.com along with your address and I will
send it
right out.
Annie Jennings of Annie Jennings PR is a highly acclaimed national
publicist
whose insight and vision have revolutionized the public relations
industry.
Annie created her famous “Pay For Placement” Program,
a program where
clients only pay for secured media placements. Contact Annie at 908.281.6201,
<Annie@AnnieJenningsPR.com>, or visit her website at:
http://www.AnnieJenningsPR.com
Sign up for our FREE Crash Course In Publicity Ezine at
<Annie@AnnieJenningsPR.com>. Put “Ezine” in subject
line.
Our Ezine has lots of Media Placements for you including FREE Teleseminars,
FREE tape offers and special reports plus tips and strategies for
PR Success!
If you are an author or expert, please sign up under our expert
program called
"The Perfect Expert" at:
http://www.anniejenningspr.com/pages/expert-signup.htm.
We'll keep you in mind for a media placement that is perfect for
you! And you
can pick and choose the placements you say yes to!
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