By Ivana Morales, Senior Account Executive at Evolve PR and Marketing –
There is a lot of competition across many industries to secure earned media. To stand out among the rest, positioning yourself and leadership team as an expert in your field is paramount. Not only does this strategy help build trust and credibility around your brand, but being perceived as a recognized authority can attract other media, drive business and lead to important partnerships.
There are a variety of different ways to accomplish this.
Create a Strategy
When working with a publicist, it’s important to identify the topics and trends you and your team can confidently speak about. Once you have a concrete list, discuss any unique perspectives you have that could help differentiate you from competitors.
Use Breaking News to Your Advantage
When breaking news happens, journalists need expert commentary as fast as possible. Stay educated and informed on industry news so that when related stories break, you can raise your hand as an expert. Your publicist should pitch out your expertise immediately. This increases your chance of being quoted in articles or interviewed in a news broadcast. When appropriate, being the first to respond to breaking news gives you the opportunity to provide concrete explanations to the media before competitors have that chance. Leaders who are consistently used for situations like these have a higher chance of being trusted and considered credible by the media and public in general.
Rely on Data
While your opinions on industry trends and news are incredibly valuable, they cannot be the only content the media relies on you for. Having statistics, facts, case studies and other official reports helps confirm that the information you are sharing is supported by real-world examples. It is even better if you have proprietary research – exclusive data that no one else has. This categorizes the company as a source for original insights for reporters.
Publicists should understand that positioning a client as an industry expert requires a strategic approach that goes beyond simply pitching their name to the media. Leaning on expertise, insights, first-hand knowledge and account of trends helps leverage you as business owner as an expert in your field and become a go-to source for journalists, industry leaders, and potential partners. This recognition leads to stronger brand trust, increased business opportunities, and lasting industry influence.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.
