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Gaining Credibility and Expert Status
Through Public Relations
By Jenna Kemper, Public Relations Account Manager, Justice & Young

Public relations can play a significant role in helping your organization gain the recognition it deserves. By implementing public relations tactics as part of your overall strategy and marketing plan, you can improve your organization's reputation while becoming a valued opinion leader in your industry.

No matter what position you hold within your company, to your field. Why not share this information with your target market? Through proper positioning, your company can be the one resource the media calls when they are looking for a comment for an upcoming article. Ultimately letting your customers know how knowledgeable your organization is on topics related to your industry.

Ideally your company will have one person that is particularly skilled at talking with the public and media. Once you have identified this individual, you will want to make him/her the spokesperson for your organization. Perhaps this someone is you? If so, you must first know as much as you can about the topic. It is critical that you do your research and you always keep up with trends in your industry. Then, become comfortable conversing freely about current issues and future trends.

One way to communicate your expertise is by getting published. Articles called “bylined articles” can be written on a topic and sent to publications to be considered for an upcoming issue. Of course you will want to identify the trade publications within your industry because these journals can be the most appropriate books to get your article published. You may also want to consider writing an article for the Editorials and Opinions page of the newspaper. If you are especially enthusiastic about your topic, writing your very own book is a definite way to gain instant authority. However, it doesn’t always have to be just print that gets you acknowledgement. You will also want to identify speaking engagements at trade shows, luncheons or workshops. These opportunities can give you great exposure to your industry.

Media relations is another approach to help you gain coverage. First, you must find information within your organization that is newsworthy. Once you have news, write a press release or simply pick up the phone and pitch it to a reporter that covers your subject. Timely information that addresses an issue or a current trend is best for a successful pitch. You will want to find out what the media wants and give it to them. In addition, if there are timely stories that you can address, don’t hesitate to call the media.

One way to share your information with the media is by developing a media kit. Your media kit might include a press release, fact sheet with basic information about your company and a biography(ies) detailing the experience, responsibilities and credentials of you and your top leaders within your organization. Listing this information will lend credibility to you and your leaders as professionals.

Finally, ALWAYS be honest. It takes a lot of hard work to build credibility and nothing builds credibility like honesty.

Leading your organization into these strategic approaches to public relations should be more than a passing interest. Knowing your industry and positioning your company within the industry will make a difference. The time you invest will be well spent.

Seven Steps for Gaining Credibility:
1. Ask questions
2. Be prepared
3. Take time to think
4. Be prompt with response
5. Don’t over promise
6. Present yourself well
7. Always be available

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