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One of the best ways to get repeated publicity from the same media outlet is to become an expert source. An expert source is the go-to person that a reporter calls whenever they are working on a story related to a certain topic

One of the best ways to get repeated publicity from the same media outlet is to become an expert source. An expert source is the go-to person that a reporter calls whenever they are working on a story related to a certain topic

The first thing to do is establish a relationship with a local journalist who covers your area of expertise. If you're in the natural health field, for example, find out who covers health. Then think of some possible ideas that might make good stories for the health reporter.

Then create a list of local experts who can speak about the topics. You might want to contact them first to be sure they want the publicity. Be sure to include your own name and contact information on the list.

The stories must have a news angle and are not simply a promotional pitch for natural health. Often, you can get ideas from trade publications, that is, magazines that are written for professionals in your field. Look for stories about trends, new products and such. Brainstorm ways in which they might have a local angle.

Next, call or email the journalist who covers health. If you call, introduce yourself briefly. Very briefly. Journalists are usually on deadline. Tell him or her that you would like to send some possible story ideas from time to time on natural health, with a list of local experts who will speak to these issues. Then get off the phone and send your story pitches.

You might want to do some brainstorming before making any contact.

If the journalist likes any of your ideas, you've helped them in two ways. You've given them a great idea. Second, you've saved them a lot of time doing research because you've provided a list of experts to contact.

When the reporter does the story, a couple of things could happen. You could be one of the experts who gets free publicity by being quoted or you might not. Either way, it's a publicity win for you.

In the first scenario, get get some free publicity.

In the second, you've at least established the beginning of what could be a long-term relationship. The journalist now knows who to call to find out who some of the experts are on certain topics. If you don't know who might be appropriate for a given topic, offer to find out. Your help will be remembered because journalists are always on deadline and are short on time.

If you are continually helpful, one day you will be one of the experts who gets quoted in many of the stories. And you have an open door to pitch stories that might feature only you. That's truly great public relations.

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