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Gaining attention in the media can help your company build market awareness. One way to stand out in today’s busy media environment is to contribute your expertise.
But positioning yourself as a thought leader takes more than just subject matter expertise. Here are some tips in working with the media:
Be accessible. Try to keep your schedule flexible. News cycles can be short, and interview requests can pop up on short notice.
Have something compelling to say. You need to contribute value to the discussion to garner attention from the media. Your messages should be framed in a way that stands out. For example, stake out a counterintuitive view on an issue or take a controversial (but supportable) stand.
Present an industry perspective. If you want to be seen as an industry expert, you must be prepared to discuss a broader view. Nothing hurts an executive’s credibility more than to be seen as pushing a single company or product. You need to discuss the competition fairly, including recognizing their strengths.
Approach interviews as conversations. Look at any media interview as a two-way dialogue, not a monologue to push your own agenda. Remember, conversation is the best way to influence your target audience.
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To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.