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BE THE EXPERT IN YOUR FIELD
By Mary Schnack
One of the most effective public relations tactics you can
employ in your business is to let the media know that you
are an expert in your field.
There are two ways to accomplish this task. Smaller newspapers,
professional organizations’ newsletters and trade publications
will often print articles that are of interest to their readers.
If you are a car dealer, you may want to write an article
on leasing vs. buying. A business in the health care field
may want to address the many changes occurring in the marketplace.
A marketing professional can give direct mail tips. And a
lawyer may write about the pros and cons of incorporating
a business.
Make sure these articles include good tips and accurate information.
Most importantly, make sure they are not self-serving and
promotional. You will be promoting your business and services
merely by giving out expert information! Editorial coverage
of your business has up to ten times more credibility than
an advertisement for your business.
When these articles are printed, they become invaluable tools
for your press kits and, more importantly, to be included
in business proposals. Consequently, the life of these articles
will extend far beyond their original publication.
Another way to be seen as the “expert” is to write
a simple letter of introduction to your local media, to reporters
who often cover your area of expertise, or to editors of sections
where you would like to be mentioned, to make them aware of
who you are. Include a business or Rolodex card for them to
keep on file and be sure to mention your web site (which should
in and of itself be a good source of information for the media).
Present yourself as a source for stories covering certain
topics (and list those topics) as well as the reasons why
you would be a good source. You may also want to include your
professional biography and some information on your business.
But do not make the package too bulky; the simpler the better.
Many journalists truly do keep this type of information on
file and are constantly looking for fresh sources of information
or commentary. Your contact with the reporter might also trigger
a story idea in which your business will be featured.
It is easier to get a mention in a story than it is to get
a story written exclusively about you and your business. To
your current clients and potential clients, this may even
be more impressive, especially if you are mentioned in an
article that includes other well-known businesses.
Mary Schnack is the owner of Mary Schnack
Media Services, Inc.), a full service public relations agency
with offices in Arizona and California.
She can be reached at mary@prworks.ms or
800-529-7599.
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