How To Create Expert Status

Build Celebrity Status - Get the Media’s “Seal of Approval”

You Can Become A Top Expert In Demand! Get NEW Clients!

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 . . .

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 every-
where. 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.

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