PUBLIC RELATIONS TIPS — TIP NO. 13:

If you want to generate positive media relations results, then you need to “become” an expert in your particular field of choice.

[NOTE: When I use the words "you" or "your" in this Tip, the advice also applies to positioning your boss, client or colleague as an expert too.]

If you are selling/marketing products or services with any degree of accomplishment, chances are you have at least some level of “expert-ness” or expertise. The challenge, however, often comes from getting journalists to

1. Know that you exist, and
2. Accept you as a reliable resource.

Identifying the right media outlets and the right journalists are key to leveraging your “expert-ness” into positive media coverage.

Such media outlets can range from

• your home town newspaper to your local TV station, or from
• an industry newsletter to the Wall Street Journal.

But if you can find the right outlet and the right journalist(s), you may be well on your way to Expert Heaven!