How to become the go-to experts
Certain organisations and businesses are considered experts in their field, constantly providing insight and comment, which in turn gives them valuable editorial column inches, much to the frustration of their competitors.
However, it’s no accident that the same old faces keep appearing, positioning themselves as leading lights while leaving others in their authoritative shadow.
It is more than likely that a sustained public relations programme has made them first port-of-call with the media and here are three of the reasons why.
The simple truth is that if the media haven’t heard of you then they won’t know you exist or where to find you.
They are much more likely to approach those organisations who have a high media profile, regularly featuring in newspapers, magazines and online articles, just because they know who they are and, that in turn, means that what they have to say carries more weight.
However, sometimes brand awareness isn’t quite so obvious when dealing with the media.
For instance, a press release may not always get instantaneous media coverage but instead can lodge in the mind of a journalist for the next time they are covering a similar topic. That’s when you’ll get the call.
Who you know
As the saying goes, ‘It’s not what you know, it’s who you know.’
This is when working with a public relations agency can be invaluable as they have the contacts to enable them to open media doors that would otherwise remain closed.
Central to this is a position of trust in that the media will feel more inclined to get comment and insight through channels that have successfully delivered the goods before, eg the public relations agency acting on behalf of its client.
Having an opinion can also give an air of authority, so don’t be afraid to get off the fence and put forward a coherent, intelligent and persuasive view when needed.
Contrary to popular belief, most journalists are not out to get you but more likely need information and expertise to provide a balance and neutrality to their article.
Of course, it’s only natural to feel apprehension when approached by the media but if you constantly make yourself unavailable for comment then they will look elsewhere.
Having a public relations agency to provide guidance and lend its media relations expertise makes the experience manageable and even enjoyable!
Want to know more?
Red Marlin has been successfully raising the brand awareness of its clients for more than a decade, positioning them as the go-to experts in both the B2B and B2C press. If you want to know more then please email firstname.lastname@example.org and we’ll be in touch.