Credibility matters in life, but it especially matters if you are trying to get a story on the news.
Whenever a journalist is pitched a story, he will quietly and overtly measure the person’s expertise, integrity and experience in the industry. Journalists want to see proof on why this person is the best expert to add color to the industry.
This is why your business must establish credibility in the online world if you want to secure credible media placements.
If a reporter doesn’t see a solid online presence, credibility questions will be raised. This doesn’t mean you won’t succeed with a media placement, but it will be a much harder story sell to the media if you can’t show why you are an expert.
Here are a few questions to address and answer before you pursue media placements.
Q) What makes you qualified to speak on this topic?
Q) How many years of experience have you spent in the industry and why does this make you more qualified than your competitors?
Q) How big is your business in comparison to others?
Q) What part of your daily routine is spent reinforcing your expertise?
Q) What do you know as an insider that others would want to know?
Q) Does your business have a direct impact on reshaping the future?
Q) Is your business positioned as a leader in any trends?
Q) Do trade organizations recognize your business as a leader or expert?
Mark Macias is a former Executive Producer with WNBC and Senior Producer with WCBS. He’s also the author of the communications book, Beat the Press: Your Guide to Managing the Media. Macias now consults small and large businesses on how to get publicity. You can read more on his firm at MaciasPR or MarketYourFund.