Why the media needs subject experts

It can be frustrating if your organization is looking for media coverage and you’re getting as much attention from reporters as a mosquito does on an elephant’s back. Why does it seem that some people are media darlings, while your organization doesn’t get a sniff? There are some easy things to do that will better your chances of making the news.

Some people, especially those considered to be subject experts, get interviewed almost daily. That’s particularly true for political scientists or economists who are asked to provide expert commentary on everything from the results of the latest opinion poll to where global oil prices are heading. The media needs subject experts and when reporters get someone who is articulate, gives insight and most importantly is readily available, they go back to that expert time and time again.

Becoming a regular media “go to” interview takes a record of good performance. Consider these tips to help you receive media attention as you work your way to becoming a “must-do” interview.

A critical step on your way to media stardom is to pay attention to what’s happening in the news and be nimble and ready to react. A few months ago, while driving to work, I heard on the radio that the city was delaying pot hole repairs because of budget constraints. I immediately contacted a client at a car dealership and lined up a service expert who could speak to the damage pot holes can do to your vehicle. I made sure the service expert was available and that his shop could accommodate TV. After that, a quick call to a few reporters and within an hour our client was all over the radio and later that day he made the TV news.

This process can be even more streamlined if you yourself are the expert. You just make the call and tell the journalist you can do the interview right then and there. Be ready with some key messages and in a matter of just a few minutes you give the reporter an excellent story with you and your organization front and centre.

By staying nimble and available we have provided our clients with many media opportunities and you can do the same for your organization. A few timely interviews later and your name moves to the front of the reporter’s rolodex.