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Colourful
The benefits of being a professional commentator within the press can be considerable. It showcases you and your organisation as experts and potentially the leaders in your field. It also helps folks see exactly what you do, the things you are captivated with and the value that you could potentially add.
Make sure your comment is interesting. Plan what you desire to say but then think about the way to make your comment more colourful by using analogies or examples. And practice your soundbites and key messages. Be pithy and succinct and make sure you emphasise the key points and then back them up.
Expert opinion provides the insight and the context for stories. Journalists place confidence in independent commentators to explain what it all means or to provide an opinion. Often that opinion will represent one side of an argument and some other expert will be sourced to balance up the article with a view from the opposing side.
Understanding the basic structure of news is quintessential if companies are to work effectively with the media. The role of the PR agency is to help companies work with the media and present them and their work in a way that is accessible for journalists and helps them do their job.
Build up your credentials very likely 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 leader in your field?
Your company may just not be the best widget manufacturer on this planet but you can still be the first port of call when a journalist is writing about widgets.
Think of it as a free sample. If you are trying to sell something you need to let folks know that you are within the market and let them see your wares. In effect you are saying to a journalist we want to comment on this story please consider us when you are writing about this subject.
Awareness
It doesnt mean you have to shoot from the hip with an opinion the minute a journalist comes on the road. It is perfectly acceptable to ask for a couple of minutes to check the facts and get back to them. Just make sure you deal with the query promptly and do what you said you would do.
Credible and authoritative
Clearly, journalists need to know you exist, fully grasp what you do and most importantly how you can help them. What is it that you know that could add value to a journalist? The best way to start is by assembly journalists suggest a lunch or a coffee and plan what you desire to talk about.
Often there is very limited time available to get your comment in when a big story breaks. The newsroom will be chaotic and your chance of getting through to the right journalist before anyone else could be reduced. In these situations it can be best to make a pre-emptive strike. If you know that an issue is coming up then start posting your comment before the news actually breaks. That way you look like you are ahead of the game, more informed 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.
So how do you become a professional commentator within the press? The following steps explain the way to build a PR programme around your expertise:
Insightful and well timed
It follows that if you wish to deal with the press and be a trusted spokesperson for them, you need to make yourself available. News happens around the clock and the best expert commentators make it clear to journalists that they can be contacted at any time. Give them your mobile number and any other contact files that will help to reassure that you are open for business.
Having established that you could be a credible commentator you then need to demonstrate your skills. Look for opportunities to comment on relevant things and do it regularly. Timing is everything. If you desire to comment on a story or an issue you need to make it clear to the press that you are available for comment. The easiest way to do 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 email attributed to your spokesman.
Organisations are built on expertise and staffed by experts. In some cases that expertise is unique to that organisation because of the products and services involved. However, in most cases the advantage of the expert commentator for the media does not come from their unique viewpoint, but from the ability to communicate in an amazing, well timed and insightful way.
News is made up of many various components most important of all it should contain something new. But it'll also have some facts and figures, some human interest, very likely elements of conflict, sex, death and money (one of which is rarely far from the surface of most stories) and invariably it'll contain expert opinion.
Be responsive
