Expertly does it

When Angelina Jolie spoke out about her double mastectomy it surely raised awareness amongst women worldwide of the risks of breast cancer.

The story gained blanket media coverage, with many publications seeking experts to comment. This is a prime example of how to use an expert in PR, which is today’s PR tip.

Experts can be a crucial resource to a company. From providing tips and advice for press releases to giving their opinion and commenting on news stories, an expert can boost the credibility of PR campaigns, to both the media and consumer.

The media love an expert, so bring them along when you meet journalists and aim to establish them as the go-to person in their area of expertise. Eventually, journalists will come to asking for your experts’ advice on a certain topic, and it’s also a great way to get a company/product mention too.

Prior to introducing your expert to the media, consider media training. This will teach them how to handle journalists and give them top tips on getting your key messages across.

Now, when you read a story in a paper, look out for how often experts are used to back up and comment, and you’ll realise how important they are.