Subscribe RSS FeedOne way to get a lot of free publicity from the same media outlet is to become an expert source. An expert source is the go-to person that journalists call when they are doing on a story related to a certain topic.
To get started, establish a relationship with a local journalist who does stories in your area of expertise. If you’re in the natural health field, for example, contact the health writer. Think of some possible ideas that might make good stories for them.
Next, create a list of local experts who can address the topic. You might want to contact these experts to be sure they want the publicity. Be sure to include your own name and contact info on the list if you are an expert on any of the topics.
The stories must have a news angle and are not simply a promotional pitch for natural health. Often, you can get ideas from trade publications, that is, magazines that are written for professionals in your field. Look for stories about trends, new products and such. Brainstorm ways in which they might have a local angle.
Then call or email the journalist who covers health. If you call, introduce yourself briefly. Journalists are usually on deadline. Tell him or her that you would like to send some story ideas from time to time on natural health, with a list of local experts who will speak to these issues.
Or, you might want to email your list of story ideas. Introduce yourself and mention your credentials in the beginning of the email. Mention that you will send pitches from time to time.
If the journalist likes any of your ideas, you’ve helped her in two ways. First, you’ve given her a great idea. Second, you’ve saved her a lot of time doing research because you’ve provided a list of experts to interview.
If the reporter does a story, a couple of things could happen. You could be one of the experts who gets free publicity by being featured or you might not. Either way, it’s a public relations win for you.
In the first case, you get some free publicity.
In the second, you’ve at least established the beginning of what could be a long-term relationship. The journalist now knows who to call to find out who some of the experts are on certain topics. If you don’t know who might be appropriate for a given topic, offer to find out. Your help will be remembered because journalists are always on deadline and are short on time.
If you are continually helpful, one day you will be one of the experts who gets quoted in many of the stories. And you have an open door to pitch stories that might feature only you. That’s truly great public relations.
Danek S. Kaus is an experienced business journalist and publicist. He is the author of “You Can Be Famous! Insider Secrets to Getting Free Publicity. You can Learn More Publicity Secrets at his site. Would you like to be interviewed on radio talk shows? Click Here
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