How to Get Media Coverage to Showcase Your Expertise

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December 13, 2012
How to Get Media Coverage to Showcase Your Expertise

The New York Times, Forbes, Money, The Chicago Tribune… Over the years I’ve been fortunate to be featured as an expert in top-tier media. That may sound great but you may be wondering if media coverage really works as a business building strategy. Does it really matter to potential clients? Is it worth the effort?

Yes it’s absolutely worth the effort, especially if you learn to maximize the value of good publicity. I use my media coverage experience to command higher value fees. It’s also helped me establish a global platform for speaking venues and build my online brand. And there’s a snowball effect to media coverage. I get more and more media approaching me as they see I am a trusted source for other national outlets.

When I was first getting my business started I was never in the media. But I would see all my colleagues getting publicity and one day I thought, “That’s it! I’m going to figure this out.” So I came up with a publicity plan and carefully laid out it out based on the print publications I wanted to be featured in. Looking back, it’s funny how by setting this intention the universe started to give me opportunities to learn how to talk with the media.

Here are some of the strategies that I found most effective to getting media coverage as a business expert:

Carve out time on a weekly basis to work on your media plan. Sign up for HARO, at, which offers leads from editors and journalists looking for your expertise on a story. Create “Google Alerts” for breaking news stories that relate to your industry. These two no-cost tools should give you potential leads to follow-up on weekly.Have a professional online presence that establishes your expertise. Journalists will often check you out to ensure you are a credible source. So you want to make sure you have an informative blog, a media page highlighting your experience and a stellar bio on your website.

Build relationships with editors. The “know, like and trust” factor works for the media just like it does with anyone else. So you want to develop relationships with editors so they look to you to be their “go to” expert when they need a quick quote. Start by reaching out to your local newspaper or business journal and let them know you’re available when they need an expert in your field. Once you’ve attained some local media coverage, you start building your credibility as an expert and can jump to regional or national publicity.

Come from a place of service. Too many business owners approach the media as a way to get free advertising. Instead of approaching the media from a “what’s in it for me?” perspective, try to help the editor come up with a new and fresh angle for a story. Rather than providing the same old stuff everyone else is touting, give them news that’s better than anything else they have. Think of tips or topics that what will educate, entertain, stimulate or provoke their audience.

Good publicity usually doesn’t just fall in your lap, you have to make it happen. Use the tips I shared today and create your own plan of action. This week’s Predictable Results™ Assignment will help you identify different story angles so you start generating some media coverage.

As a pioneering and visionary innovator, Sarah is a certified professional image consultant and brand strategist, speaker, trainer and author. Her company, Illustra Business Coaching, provides leading-edge business building strategies for small business owners & entrepreneurs who wish to take their company to the next level.

Illustra Business Coaching
Copyright © 2012, Sarah Hathorn, AICI CIP, CPBS
This article may be reproduced only in it’s entirety, including the above bio.

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