You probably are, but don’t realize it. And if you are, you can leverage the expertise you have acquired over the years in your business or industry to get positive media coverage. 

How do you do that? One way is to make yourself available as a source to reporters.  Reporters are always on the lookout for experts to discuss issues and trends. So, it is a good idea to keep an eye out for items in the news that fit your industry. When you see something that fits your area of expertise, contact a reporter to offer your views.  For example, if you are an attorney and a celebrity couple is divorcing, you can reach out to the media about the importance of prenuptial agreements or how to minimize drama in divorce proceedings.

Reaching out to reporters about your expertise isn’t just a “Woo hoo! Look at me!” exercise if you are providing authentic insights on topics trending in the news. Since there is so much information that is either puffery or false, providing factual information to reporters moves you from just being a promoter to being a trusted source that they can reach out when they need information related to your industry.

How does this help your business?  If a reporter feels that you are a reliable source of information, it will yield increased media coverage for your business. I have seen this happen with specific clients in my agency. When we regularly pitch a client to the media, reporters begin to recognize the client as an expert.  So, it is very gratifying when a reporter calls to request an interview about a subject that relates to the client’s area of expertise. This leads to both positive media coverage and increased visibility for the client and in many cases increased business for them.

“Sounds good,” you might be saying now. “The thing is, I don’t have any specialized degrees or training.  I’m just a small business owner. Why would reporters be interested in me?”  Because reporters are always on the lookout for sources that can give them factual information and they prefer that the sources be local, so as to be reflective of their readers, viewers or listeners. For example, if you are a chef at a restaurant who hates turkey, you can reach out to reporters around Thanksgiving time about alternative foods to cook for a Thanksgiving meal for those who don’t like turkey. They are sure to gobble that up!

Another thing you can do is to share your expertise and information about your industry on your social media channels and in a blog.  For example, if you own a nursery, you can post during the fall that home gardeners can use utilize fallen leaves and other yard waste to start a compost pile. You can also follow others in your industry and comment on their posts.  Not to mention, if you get media coverage, you can post that on your social media and other communication channels.  Doing that gives your media mention a second life for those who missed it the first time and can read or view the story you have shared. It also helps with search engine optimization, since people are going to Google to look for organizations or businesses like yours.  A story in the media will bring you higher up in Google search results and that will increase the likelihood of people clicking on your website and contacting you. 

It’s the same with your blog, email marketing and any other communication platforms you use. Posting industry insights, trends, tips and tricks can benefit your prospective customers and existing customers and also attract the attention of journalists who write about your industry space. Being seen as an expert isn’t just about boosting your ego or just being an attention seeker, it’s about sharing relevant content that can give you a competitive edge and elevate your business above the noise. By consistently offering valuable insights to reporters and actively engaging with your audience on social media and other platforms, you position yourself as a go-to source for reliable information. This not only helps you stand out in a crowded marketplace, but also boosts your credibility and trustworthiness among potential customers. So, don’t underestimate the power of your expertise and the impact it can have on your business success.