Sunday, October 24, 2010

Media Event! We Have An Expert on that Subject!

1. Throughout the year the major media will visit health subjects that have broad appeal to the public. They will also report on major calamities and news stories of many kinds. By and large, however, media outlets choose the stories they will cover based upon their biases and what constitutes public trends of interest.

To illustrate this, imagine how many earth tremors occur in California per year, versus how many are actually reported. Answer: Thousands of tremors occur than are reported. Only certain Rector Scale values will be reported, or where significant damage occurs. The truth is however, that minor tremors knock things off the shelves in people’s houses in quake prone areas of California all the time. But these quakes are never reported. The same quack on the east coast would be huge news.

2. You will notice that specific topics appear in the news periodically, but predictably. For example, you can predict that approximately once a year the topic of alcoholism will emerge. It might be a news event on its cause, a new drug to fight cravings, a story about the genetic brain, or some other related topic. Many other topics related to social problems also will appear in the media. Pay attention.

Listen attentively to the news. When you hear news that relates to your field of expertise, immediately fax to the local television stations your biography (a half page and photo). Fax your photo even though they will not be able to see it. Or have one drawn like you see the photos of people computer drawn in the Investors Business Daily. Also call the news room to say that you are an expert on that subject, you are faxing a bio right now, and you are ready to meet immediately or at their convenience.

You will marvel at how often they will ask you to come to the studio immediately or phone you to visit your office location. This is a great way to get publicity and to get on TV or the radio. And, it will make you instantly visible to your potential clients and EAP customers. Television and news stations scramble to find experts on subjects when the news hits. They don’t have much time and you will be their rescuer. You are doing them a favor, not the other way around. So, act like it on the phone. Act like you have done this all the time and that you "have cleared time from your schedule to make yourself available."

3. If it is national news, you will have extra time to respond because it will take longer for local stations to run "local expert" interviews. National news filters down to local significance to what is relevant in the immediate community. Again, if it is local news, your window of opportunity is much smaller, possibly an hour or less.

DO THIS: Prepare ahead of time by getting phone and fax numbers, and contacts lined up. Then, wait for the "big one." When “it” happens start dialing for dollars and the free publicity.

Note: Everything I discussed above, I have also done numerous times.