How To Become An Breaking News Expert

Get Booked On Major Breaking News Media Outlets
Build A National Reputation As A Premier Expert
Create Breakthrough Opportunities For Yourself

What is the criteria a network or breaking news show producer looks for in a guest?
A producer will look for how closely the author or expert is related to the topic under discussion through their own experiences and professional associations. The producer will also want to see professional credentials to support their area of expertise.

Do producers have more confidence in an expert with a history of media experience and are they open to new fresh faces?
The media always likes to know that the expert they are booking is “tried and true” that is, they have a history of successful media appearances and experiences. However, the media also likes to discover new, qualified experts to add variety to the show as well as to have ready to go should their “usual” expert be unable to appear on the show.

What is the most important tool an expert needs to have ready?
The producer will need to see your BIO even if you have already emailed it before. In the world of breaking news the producers will need everything on hand quickly. Be ready to email you BIO to the producer. Keep in mind the BIO should highlight your credentials, colleges and graduate schools attended, affiliation with any professional organization or university. Your BIO should also include any first hand experience you have had on the topic under discussion.

Should I establish myself as an expert in advance of the breaking news?
Yes. Establish yourself with your media contact as a go to person should something come up in your area in the future. Don’t wait to contact them only when something comes up in the news because they do not have time to look over your materials etc. Media tends to rebook established familiar faces in times of breaking news. So you want to set yourself up in advance.

What are the rules about contacting and emailing the producer?
Emails are shared with other producers and bookers constantly. When breaking news occurs, feel free to call and email the producer of the show you are targeting so you are in the forefront of their mind. The email should contain all of your contact information, cell, pager, location and your five talking points on the issue under discussion.

What turns off the media?
Repeated phone calls in general. Disrespect of the producer’s time. Not having an up to date professionally prepared BIO. No contact info in your email. Emails that don’t get right to the point. Busy signals. Voice mails that are not returned immediately. Pushy presentation.

What is the ideal way to contact the producer?
The ideal way to pitch yourself as an expert is to be short, concise, straight to the point. If you are leaving a voice mail leave your immediate contact information and follow up with an email.

When should I set myself up as an expert in advance?
Don’t call during breaking news unless you are the perfect expert for the story. Don’t make preliminary calls during major news stories. This is a just a bother to the producer as they are totally focused on booking the experts directly related to the breaking news. Wait for the news to pass before you make your first contact unless of course, you have a direct relation to the topic.

What are the benefits of achieving national expert status?
Establishing yourself as an expert has several benefits. You will attract new opportunities along with new clients if you are a recognized expert in your field. You are set apart from your competition dramatically.

Is it easy to become an expert?
Developing yourself as an expert is part of an overall publicity and expert status strategy. You just can’t get there overnight. You’ll need repeated appearances on National TV, Radio and in Newspapers and Magazine articles.

Why are credentials important?
The media looks at credentials when they are considering booking an expert. You need to back up your knowledge with education and experience. Credentials include Education, Degrees, Designations, and Years of Experience as well as previous major media experiences. For example an appearance on mega-media such as The Today Show or OPRAH pretty much seals your reputation as a premier expert.

So, how do I become an expert?
First of all take a look at your credentials. This is important. You will need to “prove” via your BIO that you do have the necessary education and experience to even get that first placement.

Start small. Start in your local markets. Find out which print publications, radio and TV are in your local area that you can offer your expertise to. Let’s say you are an economist or a parenting expert. You will want to identify the journalist or producer who covers your area of expertise. Then you will want to contact them and let them know of your expertise in this area and the fact that they can call you whenever they need an expert in your area of expertise.

Follow up with sending your “developed” media kit. Be sure to include your topic sheet, that is a list of topic you can discuss.

Always be supportive and easy to work with. If a producer or journalist calls you at odd hours or asks you to drop everything you should try to accommodate this request. You never know where a small story or interview will wind up.

TV and Radio follow print. To get an idea of the kinds of experts the media is looking for use the major newspapers as a guide. Sometimes a national story in USA Today can stimulate ideas for stories on TV or other media. Use email to let your media contacts know of your news tie-in and of course, be sure you give them direct contact information. Sometimes voice mail can be too late.

Reminders:

Many times an expert trying to break in can get a lucky break by being available when their regular, more established expert is NOT.  Always be reachable quickly.

Never assume your media contacts will think of you when a breaking news story happens or that they have all of your contact information handy. Be sure your correspondence includes your contact information and that you can be reached quickly.

Use your email signature feature—maybe create one for just media---and put all of the topics you can comment on as a signature. This strategy starts the branding process.

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