TV shows get their experts thru PR people.  One PR expert has spelled out what it takes to become a media expert.  Below is an example of her promotional material.  There is more on her website.  There are people on this list who are legitimate experts capable of handling media presentations and having books to sell.  I hope that some of you will avail yourselves of these guidelines.

Alice Martino Roddy

How to Create Expert Status for Yourself 
Annie Jennings PR 
[log in to unmask]
 908.281.6201, fax 908.281.5221 
 
 
You Can Become A Top Expert In Demand! 
Get NEW Clients! 
 
1. Make a list of all of the topics you can discuss along with sub-categories.  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.  
 


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