Don’t Just Be an Expert, Become Recognized as One

By: Les Altenberg, President

A.L.T. Advertising & Promotion, Inc.

Almost anybody can be a star – even you can’t sing, dance, act or tell a slew of jokes in rapid succession. Almost anybody can be a star within their own industry. The criteria? Knowledge about one’s field, ability to articulate and a well kept appearance.

To get to that point requires an understanding of an area of marketing often overlooked by companies, particular those that are relatively small. That area of marketing is media relations. It involves obtaining and then maintaining an ongoing presence in those media outlets which are critical to your business. They may include print or broadcast; consumer and/or trade oriented vehicles.

In many ways, success in the area of media relations is as much about developing a specific mindset as it is about anything else. What should this mindset be? The following lists some of the Do’s and Don’t of having a media relations orientation.

1. Don’t Glamorize the Media – Media relations is not about becoming a celebrity. It’s about discussing issues that are important in your industry. Those writers, announcers, interviewers are for the most part not stars either. And those being asked the questions certainly are not. Most are no different than you with two exceptions. First, you probably know a lot more about your field than a lot of them do about theirs. Second, they recognized the value of free media exposure. So don’t let the image of glitter scare you. It’s not glitter, so why be scared?

2. Recognize the Cardinal Rule of Marketing: People are Inherently Lazy – In advertising, bold headlines are written and intrusive visuals are created for just one reason – to get people’s attention. If advertising were strictly body copy, most ads would probably never be read or heard. Same is true for direct mail. If the mailed piece doesn’t grasp attention it will find its way into the circular file. Editors and producers are not going to “work” to understand you or help you out. You have to: First, communicate clearly to them. Second, offer something that helps them out. The latter is an often overlooked element. The more you can provide the media in the form of article/segment ideas, resources, potential interviewees (both sides of an issue if necessary), etc. the greater the chances of success in a media relations effort.

3. Media Relations is Not About Schmoozing – Sure knowing someone who knows someone can help, but it is not the heart and soul of a good media relations program. What is? Reread point #2 above.

4. Media Relations Builds on Itself – Media relations is a lot like a locomotive pulling out of the station. It may start slowly, but soon it accelerates. The more you do, the easier it gets. Why? Because every article written, interview given, adds to your media credentials. The greater your media credentials, the more comfort a producer or editor will have in utilizing your expertise.

Case in point. Our Agency has a client who works in the arena of family law. When he first came to us, we were able to secure guest interviews on small, local radio stations for him. Of most of these, you would probably have not even heard. But it built up his credentials. Today, a few years later, whenever a news topic comes up on a matter relating to family law, the media calls him. That’s media relations at its finest . . . getting recognition as an expert in your field.

5. The Story Doesn’t Have to be Yours – Yes, it’s great if your business is involved in some landmark event or in a project that’s “hot” in the news. But true media relations works even if you or your business is not the story. When you’re recognized as an expert, your opinion counts. It matters what you think about what’s happening in your industry, your market, among your target group, etc. Coming up with pitches for stories/broadcast segments involves more than just looking at your own company. It’s about looking outside at the world around you, analyzing current situations and making predictions about the future. It’s also about providing helpful advice to your target market and supplying them with information they can use.

6. Recognize that Media Relations Takes Time to Develop - There’s a marketing truism which suggests that in selecting a marketing approach, you pay in either money or time. Media relations as a marketing tool costs little in money but, it does take time -- time to develop and time to reap the results. But the long-term benefits gained by recognition of your expertise greatly increases the potential for success of your business.

7. Understand the Value of Media Relations - A good story about your firm in the press carries more credibility than a similar sized ad. It’s news, rather than “sell”. But don’t expect your phone to ring off the hook tomorrow. Media relations is not a lead generating tool. Rather, when pursued on a continuous basis, it can enhance your image and provide a great environment in which your outreach tools can flourish.

Bottom line? Yes anyone can be a star. It just takes a little practice . . . er . . . effort.

Les Altenberg is President of A.L.T. Advertising & Promotion, Inc., a strategically-based marketing and communications firm, located in Marlton, New Jersey. Reach him at 856.810.0400 or via the Web at www.altadvertising.com.