You have what the media needs: expertise
Monday, July 10, 2017
As a business professional, you have information and insights about your industry that writers and broadcasters are looking for all the time. You can — and will — get quoted and promoted in online and conventional trade media if you connect with the right people, the right way.
Step 1 in that process is to create a media "hit list" of those online, print and broadcast outlets that reach out to your best prospects. Develop a database of bloggers, reporters, editors, TV and video producers, and others who follow your industry. Inform them that you are happy to help any time they're looking for information or an interview resource.
After you get in touch, stay in touch: Update them regularly on what's now, what's news, what's in, what's out, what's hot and what's not.
It's a win-win relationship. It enables you to get quoted and featured in strategic media outlets. And it provides journalists and others with access to an invaluable industry authority: you. The media needs you and your industry insights to lend credibility to their shows, articles and posts, as much as you need them to help promote yourself and your company.
Meanwhile, you can easily increase the visibility for your company and yourself by submitting media releases. Every time you reach a milestone (e.g., 10th year in business), win an award, host or speak at an event, launch a new product or service, add staff, sign a major new client, etc., that's news. It's the kind of news that online and traditional media will run on a regular basis.
Writing articles, columns and blog posts is an excellent way for professionals to establish their expertise and differentiate themselves from competitors.
Consider the challenges of an industry podcast producer, editor at a local newspaper or an industry blogger. Every week they have to come up with relevant material to fill time and space. That's where you, as the industry expert, come in.
You need not be a Pulitzer Prize-winning journalist to develop content for the media. The key is to be able to share tips, trends and techniques in an interesting, nontechnical way, and to address the biggest changes or challenges or hottest innovations in your industry.
Timing is everything: The more you can relate your information to stories in the news today — such as a seasonal event or the recent heat wave or a downturn in the local economy — the better your chances of getting your story published or aired.
One advantage of articles over social media is their shelf life. While a tweet may disappear within seconds, a column or blog post has a much more lasting impact. A prospect may come across your article and contact you days, months or even years after you created it.
In addition, articles by or about you lend you far more credibility than paid advertisements or commercials. Business owners can save a great deal of money and gain more visibility by focusing their marketing efforts on developing content for, rather than advertising in the media.
Free publicity is the best advertising that business professionals can't buy. Getting quoted and promoted in the media is one of the best ways to make a big splash for little cash.
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