March 2002   

But experts who are quoted in the press are not just helping their media friends write a better story. These experts are developing a product and brand name -- namely, themselves.

Marketing Your Knowledge

People who create name recognition by being quoted in the press position themselves as known experts in their field. Potential customers look for experts when they need help, and naturally, the more renowned an expert is, the more in demand the expert is likely to be.

"One of my clients is a tax attorney," says Andrea Pass, vice president of the public relations firm Maximum Exposure. "We're alerting the press that we have a tax expert available for quotes, so when tax season rolls around, the writers remember his name and contact us for interviews. When he's quoted, he begins to gain a new level of acceptance because he's viewed as an expert. Future clients who need tax help will see his name, see that he knows what he's talking about, and they'll consider calling him."

In other words, being recognized as an expert is an indirect, but potentially powerful, means of advertising your services.

Who's an Expert?

If you think you're not qualified to bill yourself as an expert, think again. When you run a business in any field, you develop knowledge and skills, along with experience that can be useful to someone else. Real estate agents understand the realty market and the pitfalls that new homeowners can face; retailers have learned myriad methods of selling and marketing; physicians have insight into medical discoveries; and pet groomers have tips on pet care. Don't sell yourself short -- take a look at what you know and what you've learned. You probably have things to say that others would like to hear.

How to Become an Expert

Positioning yourself as an expert can take time and energy. Many people find it helpful to use the services of a public relations firm, whose primary responsibility is to get your name into the public arena. Others opt to put in the extra hours (which can be numerous) to market themselves. In either case, it's important to realize that results aren't necessarily going to be immediate.

"It can take months to get that first hit," says Pass. "The exact number of months can vary, but I'd say it can take at least six months to get adequate press coverage. Some publications, particularly the large national ones, have long lead times. They'll interview someone for a high profile story that may not appear for six to eight months. When it's published, it's invaluable for establishing expertise, but the wait can be long."

Pass notes that a good public relations firm will do extensive research into the right kinds of publications for their clients. "I call it 'layering,'" she says. "We continually build up the reputation of our client as an expert to the press, starting with press releases targeted to their market areas. Will an article be written based on that press release? Not necessarily. But that's not the point -- we're getting their name out there as an expert, so when a quote is needed, the writer will remember our client and call on them."

However, press releases are only the beginning. Quotes in print, whether newspapers, magazines, or trade publications, can lead to further demand for radio and television interviews as well as Webcasts. Each serves the purpose of keeping your name out there as someone "in the know."

Techniques for Developing an Expert Reputation

Bill Lampton, Ph.D, president of the communications consulting firm Championship Communication and author of the book, The Complete Communicator, has spent four years building his consulting and speaking business while increasing his own expert positioning. He offers the following tips for people wanting to present themselves as experts:

• Earn the appropriate credentials. "In my case, the Ph.D in communication established credibility immediately," he says. "To become a respected accountant, pass the CPA exam. To open a real estate firm, get the appropriate agent and broker licenses."

• Establish a Web site. "Select the right person for technical help and marketing strategy," says Lampton. "When prospective clients ask if I have a brochure, I say, 'Sure. It's electronic.'"

• Join relevant organizations that carry clout in your field, preferably those that indicate you have met rigorous qualifications to join.

• Publish widely. "When you get your name, photo, and bio accompanying articles, readers assume you're an expert, or that publication wouldn't include you," says Lampton. "And I can say from experience that publishing your first book elevates you to the next level of credibility."

• Request letters of endorsement from customers and clients.

• Seek speaking engagements. "Even those without pay allow you to become an authority when you stand to address a group," says Lampton.

• Use high-quality business cards that are strikingly designed.

Pass adds that flexibility in marketing oneself as an expert is crucial. "Remember, you have to give people a way to reach you," she says. "If they remember your name, but can't find your business, it's not going to help. We have a client whose company launched a new brand of hot sauce. We know people aren't necessarily going to remember the name, so we created a new job title for the spokesman that included the name of the hot sauce in the title."

Being available for interviews is another critical aspect, says Pass: "If you aren't available to speak to the press, they'll stop calling."

The Whys of Expert Success

All the careful planning in the world won't lead to success in becoming an expert, notes Pass, if you don't understand why you want to be an expert. She says, "The most important thing about name recognition is, what's your ultimate goal? You have to work backward, starting with what you want to accomplish and working back from that. If you're just throwing your name out there without any idea of what kind of results you want, you won't have any way of measuring your success."

And in the end, nothing will matter if you're not putting your primary efforts into running a successful business. "You have to be competent," says Lampton. "No marketing or public relations plan, no 'branding' will replace the need to do good work. Master your craft, surprise clients with your energy and your expertise, and exceed what a contract requires. Create a deserved reputation as a top-level performer."