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!

One key trick to being successful at media relations is to make sure you divide editorial contact databases into smaller segments. These can/should be based upon

• beats covered (new products, sports, health, etc.),
• title (reporter, reviewer, feature writer, etc.),
• geography (city, state, region, country),
• industry focus (personal computers, legal, athletics, women’s issues, etc.),
• media type (newspaper, online only, television, radio, etc.) or
• another focus altogether.

Such segmentation will improve your chances for publicity success when pitching targeted story ideas, distributing releases, and crafting media relations strategies.