Photo credit: Asian Development Bank
Media relations has many uses, but is often used for one goal: promoting your business. One of the most economical ways to gain mass exposure is to be included in news media stories. Although your story pitches for features on your business may not be picked up by reporters, there is another way to position yourself to the media — developing an expert source relationship.
What is an expert source relationship?
In order for outlets and reporters to be legitimate and credible, they need sources on a variety of topics. In addition, when large national stories become of high interest, reporters look to local professionals for insight. Although they may have ideas of whom to contact, reporters often change beats and are receptive to new experts on topics of interest to them.
Creating this media relationship will not only gain exposure for you and your business, but also can lead to commentary at other outlets.
How do you create an expert source relationship?
- Keep up with current trends.
- It’s important to not only keep track of headlines in your area of expertise, but national and international headlines as well. Brainstorm how you can tailor stories to a local audience and find connections between your expertise and broader topics.
- Introduce yourself.
- Whether this is in a phone call or over email, let your contacts know what you’re available to speak on and why you are qualified to do so.
- Do your homework.
- Research local media outlets and reporters to find out who typically writes on your area of expertise and generate a list of target contacts.
- Keep your resume updated.
- Have your qualifications on hand so it is easy to address why you are a credible source. Mention previous speaking engagements and commentary you’ve provided as a reference for contacts.
- Generate your own content.
- Whether it be on LinkedIn, your website or a blog, comment on issues and trends in your industry. Generating content can also help you become more visible when reporters search for experts in your field.
By being an expert resource for reporters and responding in time for their deadlines, you can have the beginnings of a mutually beneficial media relationship.