How to Become the Perfect Expert

By Annie Jennings - Feb 12 , 2008

1. Make a list of all of the topics you can discuss as an expert along with subcategories for each one. For example, a Workplace Expert would compile a topic list that included how to deal with gossip in the workplace, the dos and don’ts of asking for a raise, workplace etiquette, tips for traveling with the boss, harassment, climbing the corporate ladder, handling burn-out.

2. Create five talking points for each of your expert topics you listed in #1. Talking points are statements in sentence format that present a concept or commentary. Example of talking points on the topic of “tips for traveling with the boss” are: “Do not drink alcohol and if you do, never become intoxicated” or “Being on the road with the boss is not a time to ask for a raise.” Under each talking point create several lines of discussion or commentary.

3. Create a well-developed author or expert BIO that stacks your most impressive accomplishments from the top down to support your expert status. The media will read just enough to convince them that you are their perfect expert. Lead with your credentials and education, special areas of expertise, and follow with accomplishments or companies you have worked for and any impressive media you have obtained. If you need help with your BIO, contact Tony Trupiano at 313 730-0899.

4. Develop your contact database in advance. Know who you are going to contact in advance. Don’t wait until a breaking news event happens where they need an expert to start to figure out who to contact. You’ll want to make connections in advance. See our Special Report on Pitching Tips To Land Top Media Placements to learn how to get set up with the media in advance.

5. Make contact with your media targets in advance to let them know you are standing by for them the next time they need for example, a Workplace Expert or a Legal Analyst. Send your expert status qualifications and topic areas, BIO, and your complete contact information including home and cell phone. When the media moves, they move FAST! If they cannot find you quickly, they will call another expert and you will lose your credibility as being an expert they can book fast.

6. Expert are well-read. Look for articles in major national newspapers and magazines that tie into your area of expertise. TV shows get ideas for programming everywhere. Once you spot a national article that you can expand upon or offer commentary on, you will want to contact the media using your contact database. Then send your talking points, bio, phone numbers, and, of course, mention the article or breaking news event to which you are pegging your pitch.

7. Keep your eye on the news. Anytime there is breaking news that you can comment on as the expert contact your media database immediately and stand by for their call. If you are immediately available for an interview or willing to drop everything and head to a local TV affiliate for a segment, let them know this and include your closest major city.

8. Watch your target shows and subscribe to your target print media to learn the types of experts they have on the show or use in the article. You should also familiarize yourself with the interviewer’s style or the journalist’s work in your area. You always want to be pitching “next level” ideas, not something they just covered.

9. Invest in media training. The media loves a well-prepared and media trained expert who knows how to convey information on the exact topic quickly and accurately (with no “ummms”). You will get one chance to be fabulous! If you are a great expert that the media can count on to do a great job, you will be asked back. Ask your media trainer to train you on your talking points.

10. Tape yourself! These tapes are very important in your marketing strategy and most shows do not offer a tape service. You can bring a blank tape with you to the studio and ask the producer to pop it in for you but you cannot count on this. Ask several friends and family to tape the segment for you so you can pick the best quality copy. I recommend that you invest in a professional tape.
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Annie Jennings of the National PR firm, Annie Jennings PR, promotes authors & experts to the most prestigious media in America. A free CD, “The Making Of A Million Dollar Expert,” is available.