Why It Pays to Establish Yourself as an Expert

by Bob Baker

Have you been searching for a way to get more media exposure for your creative endeavor? Some smart people are getting a steady stream of attention from newspaper columns and radio/TV talk shows. How are they doing it? By establishing themselves as experts in their specific areas of creative expertise.

A recent issue of FOLIO:, a trade publication for the magazine publishing industry, included a piece on turning editors into authorities to whom talk show producers turn when they need an insider's view.

In the article, Ed Erhardt, publisher of Advertising Age, was quoted as saying that he makes a concerted effort to get his editors on television. "If you provide the media with easy access to information," he explained, "they will think of you when news comes up in your market."

Advertising Age actually makes its editors go through media training and then compiles clips of the interviews for promotional videos. "We show our advertisers the kind of coverage we're getting on TV for the magazine and their jaws drop," Erhardt said.

You've probably noticed this more and more yourself. So-and-so from Blah-blah magazine doing a special report on such-and-such on a morning TV news show. So what does all this have to do with you? Granted, you may not work for a high- profile magazine or be next in line to chat with Matt and Katie on the Today show. But you can put this technique to work for you, starting locally ... and starting today.

I recently met an artist who has an extensive series of paintings featuring St. Louis landmarks. She most likely knows the history of these places. She should make herself available to discuss local history and culture -- while giving her artwork a plug.

Have you done stand-up comedy or played humorous acting roles? Let the media know you're available to talk about the importance of humor in our lives and how people can (and should) laugh more.

Are you a classical musician? With the popularity of books such as "The Mozart Effect," you could pitch one of the local news programs about interviewing you on how listening to classical music can enhance your brain power.

I've certainly used this tactic myself. Over the last several years, I've appeared countless times on radio/TV and in print promoting local music and arts issues in my hometown.

The best way to introduce yourself to the media as an expert is to send a cover letter and a tip sheet that demonstrates your knowledge and the approach you take to your topic. For example, "The 12 Most Fascinating St. Louis Landmarks" would work for the artist mentioned earlier. The comic actor might offer "16 Ways to Put More Humor in Your Life," while the classical musician could send "The Top 10 Mozart Pieces to Play When You Need Extra Brain Power."

The cover letter should explain your background and point out that you'd be happy to make yourself available any time the program needed to discuss the subject of your tip sheet.

Do you have specialized knowledge and insight you're keeping to yourself? Start sharing it and begin reaping the benefits of extra media exposure.

Bob Baker is the author of "Unleash the Artist Within," "Guerrilla Music Marketing Handbook" and "Branding Yourself Online." Get a FREE subscription to Bob's newsletter, "Quick Tips for Creative People," featuring inspiration and low-cost, self-promotion ideas for artists, writers, performers and more. Visit www.PromoteYourCreativity.com for details.