Plenty of day-to-day public relations requires creating your own story and then going about finding someone who is interested in it. However there's an alternative choice, that could be much simpler and produce significantly greater results: becoming an expert spokesman.
Rather than going to the trouble of trying to think up your own story, it's often much more straightforward to comment - or piggy back - on something else that is currently taking place. This is often a easy way to establish your profile and improve your firm.
Consider: who is a potential buyer more likely to turn to? Is it a person they've never heard of, or maybe the person who they've seen, heard or read in the news, who appears to be an expert in their market?
Basically, editors are always going to be wanting responses on things and the 24 / 7 news environment means there is a higher demand for this than ever before. It could also provide you with easier access to national media, if you want it.
National journalists are frequently tasked with covering stories of global significance and, as a result, often require reaction to significant events as much, if not more often, than they need to go delving for unique stories of their own.
In the first place you'll need to do the leg-work, but it's incredibly simple to find that all of a sudden writers are chasing after you for comment - a PR dream come true.
This is all about adding something towards the story. Your own viewpoint doesn't necessarily need to be contentious; you may simply be brilliant at describing the actual process of something, or the potential effects of an event.
Having the ability to come out with clever quotes that are on the ball and also encapsulate a solid sense of what's going on will be well used, notably by the national newspapers and by the broadcast media.
I can explain to you via personal experience that working in the media (radio & TV) is often rather nerve-racking when something happens and you must find someone fast to discuss it or explain it to the public. Sometimes you only have moments to achieve it and there's no time at all to try to find new contacts. You automatically go to those you already know you can depend on.
There's a good reason you see the same individuals on the telly again and again commenting on some industry or field: editors know they are interesting and dependable.
For you personally, the downside of trying to become the spokesman of choice is you have to be on the ball and you've got to act fast. You must wait in a state of ninja-like readiness, especially in the start when you've not established yourself.
Becoming a successful commentator is about being capable of getting your thoughts out promptly, to the correct individuals, and at the correct time.
Here are the main steps you must adhere to:
1) Decide what you are looking to speak about - this will commonly be dictated by the nature of your enterprise and expertise;
2) Work out where you'd like to be heard, viewed, or read. Don't be snobbish with this; you could be fortunate enough to explode directly into the nation's consciousness, but it normally takes time to develop your image. Your local paper, the appropriate industry newspaper, or your hometown radio or TV station are perfect places to start. BBC radio is usually the ideal pick of radio for you simply because these stations normally do more talking.
3) Find the contact information - if possible the e-mail & contact number - of a few important journos. (You can generally find their details in papers/magazines/online without too much trouble).
4) Listen/watch/read: wait for a story to turn up that is within your sector and could do with your professional input. If you know a specific thing is coming in advance - such as an announcement or event - then all the better. Let the journalists know in advance that you'll be ready, willing and able to assist;
5) Pounce! When you notice a story and you have a viewpoint jot it down in a couple of punchy paragraphs inside an email (essays aren't any good) and fire it out. Telephone the writer if you like, it's nonetheless good to have the email so you're able to keep your viewpoints crystal clear in your mind. Please remember to include all your details, along with who you are and what you do (yet again, no essays, only a couple of points that will make you look knowledgable). So, for example, if you are a tiny firm of estate agents in Derby, why not offer Radio Derby expert knowledge on the property market? Then they'll get you in, and as long as you're engaging and you don't try and push your company too much, and you give advice to Radio Derby's listeners then they may think: "Hey, that person is useful. I think we'll get them in again the next time mortgage rates rise," or whatever it is.
The main element to becoming a successful commentator is that you need to have something to say and also deliver that in a to the point and interesting way. You must be able to add to the story, even if it's simply to clarify something that the public don't understand. If you are a wallflower then becoming a commentator will not be for you.
But - and this is a big but - don't be opinionated if you can't support it. The more powerful the view you have, the more solid the ground you must be standing on in terms of logic or evidence. The media motorway is full of the wreckage of people who were simply loudmouth hawkers.
The final element that can take you from being a good commentator to a excellent commentator in the eyes of the press is being available at all hours of the day or night. These people are gold for busy journalists - in particular the harassed producers that live in the field of 24-hour broadcasting. I say once again, with only a little hint of bitterness, I ought to know.
The net, television and radio run continuously. A number of people will poo-poo offers of interviews in the early mornings or late evenings, all too often because they think it is not worth their time. It is worth your time.
I remember when I interviewed a guy on BBC Radio 5 at midnight about the brand new crime combating site he had constructed. He was sceptical about staying up to talk with me. This individual was less sceptical as soon as his online traffic spiked by about 1000%.
Rather than going to the trouble of trying to think up your own story, it's often much more straightforward to comment - or piggy back - on something else that is currently taking place. This is often a easy way to establish your profile and improve your firm.
Consider: who is a potential buyer more likely to turn to? Is it a person they've never heard of, or maybe the person who they've seen, heard or read in the news, who appears to be an expert in their market?
Basically, editors are always going to be wanting responses on things and the 24 / 7 news environment means there is a higher demand for this than ever before. It could also provide you with easier access to national media, if you want it.
National journalists are frequently tasked with covering stories of global significance and, as a result, often require reaction to significant events as much, if not more often, than they need to go delving for unique stories of their own.
In the first place you'll need to do the leg-work, but it's incredibly simple to find that all of a sudden writers are chasing after you for comment - a PR dream come true.
This is all about adding something towards the story. Your own viewpoint doesn't necessarily need to be contentious; you may simply be brilliant at describing the actual process of something, or the potential effects of an event.
Having the ability to come out with clever quotes that are on the ball and also encapsulate a solid sense of what's going on will be well used, notably by the national newspapers and by the broadcast media.
I can explain to you via personal experience that working in the media (radio & TV) is often rather nerve-racking when something happens and you must find someone fast to discuss it or explain it to the public. Sometimes you only have moments to achieve it and there's no time at all to try to find new contacts. You automatically go to those you already know you can depend on.
There's a good reason you see the same individuals on the telly again and again commenting on some industry or field: editors know they are interesting and dependable.
For you personally, the downside of trying to become the spokesman of choice is you have to be on the ball and you've got to act fast. You must wait in a state of ninja-like readiness, especially in the start when you've not established yourself.
Becoming a successful commentator is about being capable of getting your thoughts out promptly, to the correct individuals, and at the correct time.
Here are the main steps you must adhere to:
1) Decide what you are looking to speak about - this will commonly be dictated by the nature of your enterprise and expertise;
2) Work out where you'd like to be heard, viewed, or read. Don't be snobbish with this; you could be fortunate enough to explode directly into the nation's consciousness, but it normally takes time to develop your image. Your local paper, the appropriate industry newspaper, or your hometown radio or TV station are perfect places to start. BBC radio is usually the ideal pick of radio for you simply because these stations normally do more talking.
3) Find the contact information - if possible the e-mail & contact number - of a few important journos. (You can generally find their details in papers/magazines/online without too much trouble).
4) Listen/watch/read: wait for a story to turn up that is within your sector and could do with your professional input. If you know a specific thing is coming in advance - such as an announcement or event - then all the better. Let the journalists know in advance that you'll be ready, willing and able to assist;
5) Pounce! When you notice a story and you have a viewpoint jot it down in a couple of punchy paragraphs inside an email (essays aren't any good) and fire it out. Telephone the writer if you like, it's nonetheless good to have the email so you're able to keep your viewpoints crystal clear in your mind. Please remember to include all your details, along with who you are and what you do (yet again, no essays, only a couple of points that will make you look knowledgable). So, for example, if you are a tiny firm of estate agents in Derby, why not offer Radio Derby expert knowledge on the property market? Then they'll get you in, and as long as you're engaging and you don't try and push your company too much, and you give advice to Radio Derby's listeners then they may think: "Hey, that person is useful. I think we'll get them in again the next time mortgage rates rise," or whatever it is.
The main element to becoming a successful commentator is that you need to have something to say and also deliver that in a to the point and interesting way. You must be able to add to the story, even if it's simply to clarify something that the public don't understand. If you are a wallflower then becoming a commentator will not be for you.
But - and this is a big but - don't be opinionated if you can't support it. The more powerful the view you have, the more solid the ground you must be standing on in terms of logic or evidence. The media motorway is full of the wreckage of people who were simply loudmouth hawkers.
The final element that can take you from being a good commentator to a excellent commentator in the eyes of the press is being available at all hours of the day or night. These people are gold for busy journalists - in particular the harassed producers that live in the field of 24-hour broadcasting. I say once again, with only a little hint of bitterness, I ought to know.
The net, television and radio run continuously. A number of people will poo-poo offers of interviews in the early mornings or late evenings, all too often because they think it is not worth their time. It is worth your time.
I remember when I interviewed a guy on BBC Radio 5 at midnight about the brand new crime combating site he had constructed. He was sceptical about staying up to talk with me. This individual was less sceptical as soon as his online traffic spiked by about 1000%.
About the Author:
If you'd like to learn how to do your own PR, boost your brand and raise your personal profile, head over to How To PR.
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