Publicity and Being An Expert

Wednesday, July 14, 2010

91% of journalists use Google to find sources for their stories, 89% use blogs and 64% use social networks. The majority use the term "expert" when searching those platforms. Since social media is one of the best ways to land free publicity, knowing how to position yourself online is key.

Many people get bent out of shape over the word "expert." I have a love/hate relationship with it myself. Can anyone truly know everything there is to know about a particular topic?

The answer to that question is, of course, no. Therein lies the secret many experts know: there will always be something more to learn and if you think you've "arrived," you're selling yourself short.

If you are offering a wedding-related service in a professional capacity, hopefully you know enough about it to be an expert in the field. Your clients are paying you for your expertise; they did not (in their minds) hire an amateur, nor would they pay for one. 

Here's another way to think about it: if journalists are using the term expert to aid their searches, and the only people calling themselves experts are those who are anything but, whose fault is it when they get quoted and not you? A reporter on a deadline and who knows nothing about your industry does not have the time to do hours of research to find out if the person they are interviewing can truly back up their claims. Why aren't reporters calling you instead? Because you haven't shown them they should.

While I am not a fan of people claiming to be something they are not, if you are good at what you do, own it and start showing people that through social media. Keeping your expertise to yourself doesn't do anyone any favors, especially you.

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