One of the best ways for your small business to gain media coverage is when news breaks in your industry. If you can comment on what is happening, contact the local media and offer yourself as an expert source. A few quotes in The New York Post or an appearance on New York One will put you on track for establishing yourself as an expert, and may even lead new clientele.

Only pitch the media if you have the knowledge to address the topic in depth. You’ll look foolish if you go on camera and don’t know all the intricacies of the subject matter.

When a story breaks, reporters need sources instantly—not tomorrow, not next week. The business owners who get ink are the ones who allot time for some pitch work. Consider hiring a publicist who can pitch you.

For example, when the Sarbanes-Oxley Act of 2002 was announced, that was the perfect time for accounting and auditing experts to offer their unique perspectives on how the act would affect local businesses and how the industry was reacting. I recommend emailing reporters as your first means of contact—write that you can comment on the event and include your bio so they can see you’re a qualified expert. Follow-up with a phone call later in the day. Give them at least an hour to read your query.

Shortly after 9/11, a client of mine wrote about how diversity training was impacted since the horrific event—companies increased their budgets for diversity training, slashed travel budgets for training and became aware that culture can impact learning styles. I emailed it to the leading training magazine and they published the feature.

There are some instances where you can prepare ahead of time. Example: TJ Walker, president of Media Training Worldwide, critiqued George Bush’s inaugural speech. A week before the speech, I emailed producers at the cable news outlets. In the email I wrote, Would you be interested in having TJ Walker on as a guest to analyze George Bush's inaugural address? His bio is below. Thanks, Erin

Some pointers:

1. Keep a list of journalists who handle your beat and their contact information. If you scramble to get names and email addresses together, you’ll miss out. I’ve pitched journalists at times and heard, “Sorry—I interviewed a few sources already” or “I just spoke to someone so I’m all set.”

2. Like anything else, it’s a numbers game—the more people you contact, the more placements you will get.

3. Write out your thoughts in a column or Op Ed and email it the right contacts. Writing will help clarify what you would tell journalists on the phone. Your insight may help some journalists grasp the topic better. Carol Swain, professor of law at Vanderbilt University, writes columns and sends to media contacts—her passion for her expertise—affirmative action—is evident in her work. Illustrate how passionate you are about your topic.

4. Follow what’s being reported, then offer a different stance or more details. Call and say, “Read your report yesterday—I can offer a different opinion. Care to hear it?”

5. Follow-up at a later time. Even if you don’t get an interview right away, you’ve started relationships with editorial contacts. Keep in touch with them periodically—the next time news breaks, they might think of you for their next story.

A final point—experts who are quoted are often authors. Writing a book establishes credibility. Think about writing one yourself. You have a better chance of securing an interview if you have a book—it could also lead to some lucrative speaking engagements. Self-publishing is a wise option. I’ve worked with self-published authors whose books did quite well. Good luck with your quest for exposure.

About the Author
Erin Flynn is founder of Flynn Media, a firm that offers writing and publicity services. She can be contacted at erin@flynnmedia.com or by visiting www.flynnmedia.com.