The media rely on you, the industry expert, to give substance and
credibility to their stories. Experts include authors, speakers,
consultants, managers and professionals. If you have knowledge about a specific subject—and that subject can be your business—you qualify too.

Read any newspaper or magazine article. You will see a handful of
experts quoted within stories as diverse as international business,
stock market forecasts or the latest fashion trends. Reporters are not
experts. That's why they need experts from the business world to create
their stories. The secret is to position yourself as a media resource.

People who get quoted in the media pursue a strategy to be on
journalists' radar screens when journalists write stories about their
industries. They make themselves available as expert interview sources
when journalists were writing their stories.

When you learn how the media works, and mold your expertise into a
carefully-crafted media attracting strategy, you can help the media do
its job in exchange for valuable exposure for your company.

With a little effort, you can become the first person on a reporter’s
list when a story about your business area comes up. But it won't
happen if you don't let the media know you exist!