Media Tips of the Week, Part 2 You’re an Expert
at What You Do

Every business has a story–and more

Sustainable Business Network of Greater Philadelphia logo, Michael Kleiner Public Relations and Web Design and Apps
There are stories and expertise among SBN and all its members.

Last week’s tip talked about how publishing a book establishes your status as an expert in that area and how my memoir about Norway led to being interviewed, though about a tragic event in the country.

There are other examples where you can receive more positive coverage for your expertise. The keys are knowing “what makes you different than a competitor who does the same thing? How do you do it differently or better? What is the uniqueness? And  “Strike when the coals are hot.” In other words, timing is everything. In this rapid 24/7 smart phone, app, immediacy news world, whoever answers the call first is going to get the coverage. There’s a service, Help A Reporter Out (HARO), that sends out e-mails three times a day with queries from reporters looking for sources for stories they’re working on. The queries are broken down into categories with the times and date of the deadline. It’s amazing how many have deadlines on the same day. If the deadline is 5 p.m. today and you see the query at 3, you can’t waste time.

Topics for Norway might be a place in the news that I visited; Norwegians winning medals in the winter Olympics. Can I present a look at the culture of winter sports in Norway, such as skiing was invented in the country?  John has written four books dealing with historic aspects of baseball. Someone is chasing a record. John could talk about the person whose record is being chased, how he compares to the chaser. Notice on the news shows, a guest author will be introduced as “the author of…”

Among SBN members, there’s Chilly Philly Ice Cream and Little Baby’s Ice Cream, both of whom make homemade ice cream, but in different creative ways and flavors. There are at least eight caterers, three members that make their own beers. This is just part of the food category of the membership. And what about SBN as the leader in the green economy? There’s always an expert with a story–or stories-somewhere.

 

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