Build the Angle and the Press Will Come

Here’s how to do it:
1.  Pitch the media only if you have the knowledge to address the topic in depth. You’ll look foolish if you go on camera and don’t know all the intricacies of the subject matter.
2 . Think about how you can best make industry news work for you. For example, the announcement of the Sarbanes-Oxley Act of 2002 was the perfect time for accounting and auditing experts to offer their unique perspectives on how the act would affect local businesses and how the industry was reacting. E-mail reporters as your first means of contact — tell them that you can comment on the event and include your bio so they can see you’re a qualified expert. Follow up with a phone call later in the day.Give them at least an hour to read your query.
3 . When you can, pitch a story before the actual news event. If you own a marketing firm and can comment on the effectiveness of Super Bowl advertising, pitch yourself to the right media contacts a few weeks before each game. If you are a defense attorney and can comment on a major verdict in the news, let journalists know who you are before the verdict is announced. Try to contact media several weeks before the event. If you wait until the last minute, guest slots will already be filled.

4 . Keep a list of journalists who handle your beat and their contact information. Follow the journalists who follow your industry and make sure you have their phone numbers and e-mail addresses readily available. If you have to scramble to get their info together at the last minute, you’ll miss out.

5 . Like anything else, it’s a numbers game. The more people you contact, the more placements you will get.

6 . Write out your thoughts in a column or op-ed and e-mail it to the right contacts. Writing will help clarify what you would tell journalists on the phone. Your insight may help some journalists grasp the topic better. Carol Swain, professor of law at Vanderbilt University, writes columns and sends them to media contacts.
Her passion for her expertise — affirmative action — is evident in her work. Illustrate how passionate you are about your topic.

7.  Follow what’s being reported, then offer a different stance or more details. Call and say, “Read your report yesterday — I can offer a different opinion. Care to hear it?”
Finally, some last, key points: Brainstorm with associates to determine relevant news hooks. Establish yourself as the authority: If you are tenacious and consistent in your quest to become an “expert voice,” business associates may start inviting you to be a guest speaker; perhaps an agent will approach you to write a book; or you may want to consider self-publishing a book (which can cost as little as$5,000 for 100 copies).

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