Someone asked how the media picks the experts it interviews so I did a
little research. Apparently in many if not most cases the experts have
promoted themselves to the media. Annie Jennings PR (for Public
Relations) has a promotional piece with step-by-step instructions on how
you can become the expert that the media interviews the next time there
is a breastfeeding story in your newspaper or on your radio or TV. I
quote with permission. If you sign up for her Ezine you will get some
interesting insight into how stories are put together.

Alice Martino Roddy,
in Central New York State

> How to Create Expert Status for Yourself:
> Get the Media's  Seal of Approval
> You Can Become A Top Expert In Demand!
>
> 1. Make a list of all of the topics you can discuss along with
> subcategorizes. 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 #1.
> 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
> 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
> 313.730.0899.
>
> 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
> in #1, 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
> and magazines that tie
> into your area of expertise. TV shows get ideas for programming
> everywhere. 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 313.730.0899
> (www.effectivemediatraining.com) and he can run you through your
> talking points.
>
> 10. Tape yourself! These tapes are very important in your marketing
> strategy and most shows do
> not offer a tape service. You can bring a blank tape with you to the
> studio and ask the
> producer to pop it in for you but you cannot count on this. Ask
> several friends and family to
> tape the segment for you so you can pick the best quality copy. You
> can order a professional
> copy from Video Monitoring Service (212.736.2010) and I recommend that
> you invest in a
> professional tape. Call them immediately, as they only have the
> programming available for a
> short period to time.
>
>
> Annie Jennings of Annie Jennings PR is a highly acclaimed national
> publicist whose insight and
> vision have revolutionized the public relations industry. Annie
> created her famous  Pay For
> Placement  Program, a program where clients only pay for secured media
> placements. Contact
> Annie at 908.281.6201, [log in to unmask],
> www.AnnieJenningsPR.com.
>
> Sign up for our FREE Crash Course In Publicity Ezine at
> [log in to unmask] Put
>  Ezine  in subject line. Our Ezine has lots of Media Placements for
> you including FREE
> Teleseminars, FREE tape offers and special reports plus tips and
> strategies for PR Success!
>

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