| While many consumers buy products and use the | | | | Those with representation are taken more seriously |
| services of others on a daily basis, few stop to think | | | | and most journalists prefer to deal with |
| about why they chose one brand or person over | | | | representatives they can trust. Journalists prefer to |
| another. The power of print, advertising, and images | | | | communicate through representatives rather than |
| from television and film often have more of an effect | | | | spend their time hunting down the expert at work or |
| on consumer choices then they may admit. | | | | on his mobile phone. |
| With a product or service to sell, you have likely | | | | If your public relations firm does not focus, specialize, or |
| already investigated the costs and demographics of | | | | include expert placements in your plans, (and most do |
| various traditional venues for advertising, however it is | | | | not) find a service that does. The cost will be |
| likely that you have missed a key to selling and an | | | | significantly less than other areas of your PR budget. |
| easy way to gain attention for your projects and | | | | When considering expert placement keep a few |
| products--becoming an expert. | | | | things in mind: |
| Choose a popular product or service associated with | | | | 1. A good representative will be able to tell you if they |
| a person. It may be a diet book, a lawyer, or even a | | | | think they can place you given your experience and |
| favorite band. The majority of these products started | | | | specialty area and will not take you as a client if they |
| out as any other, gaining market share or attention | | | | do not think you qualify. |
| through traditional advertising or word-of-mouth. But, at | | | | 2. If you write, speak with your representative about |
| some point, the people associated with these products | | | | helping you with pitching to the appropriate media |
| were regarded as experts, or as key people in their | | | | outlets. Though not an option for everyone, this can be |
| area. At that point sales likely significantly increased. | | | | beneficial for newer freelance writers and those with |
| With this evaluation, it is easy to see why a campaign | | | | very specialized expertise. |
| to establish yourself as an expert can mean the | | | | 3. Choosing a service that focuses primarily on expert |
| difference between successful or mediocre sales or | | | | placement likely means those who need experts seek |
| the difference between getting that job or promotion. | | | | them out. |
| Understanding the benefits of this alternative | | | | 4. Though cost is important, your best representatives |
| advertising is simple. Understanding how to establish | | | | are not necessarily the most expensive and the worst |
| yourself as an expert or highly regarded person | | | | are not necessarily the least expensive. Email or call |
| associated with a product is the difficult part. Those | | | | the company or individual to get an idea of how they |
| who have hired a public relations company and/or | | | | work if their price is not what you expect. |
| advertising firm may assume that establishing you as | | | | 5. While signed with a company, remember to always |
| an expert is already a goal. Since this focus often | | | | keep them informed as to how you can be contacted. |
| takes longer than other forms of public relations, many | | | | If someone wants your services and you can not be |
| firms forgo these efforts as they are rewarded for | | | | contacted, it lowers your credibility and that of your |
| quick placements. That leaves this essential area of | | | | representative. |
| public relations up to you, the expert. | | | | 6. Some experts will be more in demand then others. |
| Perhaps you think you do not qualify as an expert. | | | | Rest assured that good representatives are working |
| Just who can be an "expert," anyway? Almost | | | | hard to place you as they want you to remain under |
| anyone can be considered an expert in today's world. | | | | contract with them and recommend them to others. |
| Aside from the obvious experts, those with significant | | | | Your success is their success. |
| training in their field, like physicians, lawyers, firefighters, | | | | 7.If you are not getting placements try writing an article, |
| etc., authors hoping to sell more books, assistant | | | | highlighting recent sales, or informing your |
| professors or lower level professionals hoping for the | | | | representative of recent activities. The more they |
| corner office, those with niche specialties, or those | | | | have to work with to promote you, the better for you. |
| experience in an area, can qualify. | | | | So, for your next or current project, try adding the |
| Establishing yourself as an expert is difficult to do | | | | expert angle to your public relations and watch the |
| without media contacts and without representation. | | | | difference it makes for sales. |