Many experts and thought leaders want media coverage but lead with their title and credentials. Editors are looking for something more.

I hear it all the time. “I’m a doctor and want PR. But I want PR only about doing surgery, because I am a surgeon.”

I know that can sting, and I get it. After all, most experts I talk to have so many opportunities to get featured in the media. Reporters, podcast hosts and editors are looking for credible voices all the time, and an expert with years of hands-on experience is exactly who they want.

So why do so many experts send pitch after pitch and get little or nothing back?

As a longtime publicist and the host of the Grow Your Wellth podcast, I see this from both sides. I receive guest pitches regularly, and they often open with the expert’s credentials: where they trained, what they are certified in, how long they have been in practice. What they less often pitch me is what the episode would be about or what problem my listeners would walk away solving. And I’m left trying to figure out where to place them — or worse — just unable to respond.

Why? Because even when it’s impressive, a resume alone does not make for good programming.

Many experts lead with the job they do every day, because that’s where their credibility lies. But if you want to see more recognition as an expert, that comes from building your visibility around a problem you solve or a unique perspective you bring, not just around your title.

Source link