How to Be the Expert Commentator in the Press

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Organisations are built on know-how and staffed by experts. In some cases that know-how is unique to that organisation because of the products and services involved. However, in most cases the benefit of the expert commentator for the media does not come from their unique viewpoint, but from the ability to hold in touch in an tremendous, timely and insightful way.

The benefits of being an expert commentator in the press can be enormous. It showcases you and your organisation as experts and in all probability the leaders in your field. It also allows people see exactly what you do, the issues you are passionate about and the value that you could in all probability add.

Expert opinion provides the insight and the context for stories. Journalists rely on independent commentators to give an explanation for what it all means or to offer an opinion. Often that opinion will represent one side of an argument and another expert will be sourced to balance up the article with a view from the opposing side.

Clearly, journalists need to know you exist, recognize what you do and most importantly how chances are you'll help them. What is it that you recognize that could add value to a journalist? The most advantageous way to bounce is by meeting journalists recommend a lunch or a coffee and plan what you would like to discuss.

So how do you turn into an expert commentator in the press? The following steps explain how to build a PR programme around your know-how:

Available

Insightful and timely

Be responsive

Having established that you will a credible commentator you then need to demonstrate your skills. Look for opportunities to comment on relevant issues and do it continually. Timing is everything. If you would like to comment on a story or an issue you wish to make it clear to the press that you are available for comment. The best way to take a look at this is to issue a comment. This doesnt need to be a three page press release it can be two paragraphs of quotes on an e-mail attributed to your spokesman.

Credible and authoritative

News is made up of many diverse components most important of all it should contain something new. But it can even have some facts and figures, some human interest, perhaps substances of conflict, sex, death and money (one of that is rarely far from the surface of most stories) and invariably it will contain expert opinion.

It doesnt mean you should shoot from the hip with an opinion the minute a journalist comes on the line. It is perfectly acceptable to invite for a bunch of minutes to observe the facts and get back to them. Just ensure you deal with the query right away and do what you noted you would do.

Build up your credentials perhaps you are professionally qualified, have won awards or have some unique experiences that journalists should know about. What are the things that mark you out as a frontrunner in your field?

Your company may not be the only widget producer in the world but chances are you'll still be the first port of call at the same time a journalist is writing about widgets.

It follows that if you would like to control with the press and be a trusted spokesperson for them, you wish to make your self available. News happens around the clock and the most advantageous expert commentators make it clear to journalists that they can be contacted at any time. Give them your mobile number and any other contact info which will help to reassure that you are open for business.

Often there is specifically restricted time available to get your comment in at the same time an immense story breaks. The newsroom will be chaotic and your likelihood of getting through to the right journalist before anyone else could be reduced. In these situations it can be most advantageous to make a pre-emptive strike. If you recognize that an issue is coming up then bounce posting your comment before the news literally breaks. That way you look like you are ahead of the game, more advised than your competitors and are being helpful by giving the journalist a heads-up before the event. It also clearly indicates to the journalist that you are available for comment.

Understanding the basic structure of news is crucial if companies are to work with no hassle with the media. The position of the PR agency is to help companies work with the media and present them and their work in a way which will be accessible for journalists and allows them do their job.

Think of it as a loose sample. If you are making an  sell something you wish to let people know that you are in the market and allow them to look your wares. In effect you are saying to a journalist we desire to comment on this story please consider us at the same time you are writing about this subject matter.

Awareness

Make sure your comment is interesting. Plan what you would like to say but then think about how to make your comment more colourful by applying analogies or examples. And prepare your soundbites and key messages. Be pithy and succinct and ensure you emphasise the key points and then back them up.

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