Ever wonder why it always seems to be the same old faces being asked for commentary on a particular subject? The truth is that the pool of reliable media commentators is not that large and those that can come up with the goods within the timeframe are worth their weight in gold to a journalist on deadline.

Having worked for over 15 years for a large financial adviser support group, I was regularly asked by the trade press to recommend IFAs who would be happy to give soundbites on various issues. Yet it was harder to find takers than you might imagine. Workload, diary commitments and the simple ability to be able to get hold of people within the timeframe were all contributing factors.

If building up a media presence is something that interests you however, it can have plenty of benefits and both regional and your industry trade press are a great place to start. It’s a fantastic springboard for building up your own personal brand, presenting you as a thought leader in your field and hopefully driving readers to your website. It can also lead to other opportunities, such as TV or radio, speaking at conferences and events and being invited to join award judging panels.

If you don’t currently have PR support and this is something that you’d like to pursue, here are my top five tips:

Time is of the essence – News journalists work to very tight deadlines and it’s not uncommon to be asked for comment back within the day. If you want to become a reliable commentator that journalists will come back to, you have to be willing to prioritise their requests and turn them around quickly. Editorial copy deadlines tend to be longer but you still need to be a stickler for turning pieces in on time.

Get sign off sorted – If you work in a regulated environment where an element of compliance sign off may be required, make sure you have this relationship sorted before you embark. It’s no good you firing out a neat piece of commentary if it then slips into a three day sign off queue, so make sure you have a compliance ally lined up.

It’s not about you – Being a commentator is neither sales nor marketing and it you try and utilise it as such then you likely won’t be quoted. Keep your commentary relevant to the topic in hand and don’t try and add in a quick sales pitch for your services on the side – unless it is highly relevant to what you are being asked! Being a little bit controversial is fine – having a strong opinion makes for interesting reading. It’s very easy for readers to find you on LinkedIn or look up your company website if they want to find out more about you.

Tell journalists what you can help them with – If you want to get your name out there, don’t be afraid to contact relevant journalists and give a brief summary of your areas of expertise, ie: a lawyer with particular experience in family and employment law who would be happy to offer commentary on X, Y and Z and would be able to provide a monthly blog piece. If you currently write a regular blog for your website, then this is an ideal showcase for your talents. Just make sure that you are willing to follow through with the goods when you do get offered an opportunity.

It’s a marathon, not a sprint – In my experience, PR is a long-game so you have to set your expectations accordingly. It’s highly unlikely that if you are quoted in an article or news item that the phone will suddenly start ringing. However, building a reputation as a trusted media commentator over the period of a year or more will undoubtedly bring benefits and can be very useful when you are looking to make your next career move.

If you enjoy speaking to the media and learn to give people what they need, when they need it, then you will quickly work your way into the metaphorical ‘little black book’ of reliable commentators that all journalists rely on.

If you want to see a new face on the block, then it’s in your hands to do something about it!

Alternatively, we can offer a range of cost-effective PR and communications services on a consultancy basis. With a database of 10,000 journalists, bloggers and broadcasters, we can ensure your campaigns are seen by the right people and that you get regular opportunities to respond to relevant media requests.

Read more on our PR and Communications page or call Emma Bull on 07981 577 364

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