A great way to raise your profile in the media and to position yourself as an expert in your field, is to write feature articles related to it in relevant magazines, specialist papers, and newspapers.
Even if you are not used to writing articles, it’s often not too much of a stretch to put your thoughts about subjects and topics you know well down on paper, to showcase your expertise.
But, if you’ve contacted a journalist cold, who’s never heard of you, the first thing they’re going to do is Google you.
So you have to have Googleability.
If someone googles you or your business’ name, they have to appear somewhere reasonably close to the top.
This is vital for reputation management. Firstly, you don’t want the journalist to work too hard to find you: they just don’t have to time so they’ll give up, and most importantly, you’ll lose credibility if the search takes too long.
If you Google Rough House, the main website is ranked first, followed by a martial arts team and lots of definitions of “roughhouse”.
So we pass the first Googleability test.
But being first is not enough. When the journalist clicks on the links, the copy they read has to support the claims you’ve made about yourself in the email you’ve written with your story ideas.
So, in an email pitching an article to a journalist, I’d say that I run the consultancy Rough House Media, that I have over 20 years experience of the top of the media industry, working both as a print journalist and TV producer.
And if you look at my profiles, you’ll see that’s true. My online reputation supports my expertise and enhances my credibility.
And you’ll see that the services provided by Rough House are all related to media training, production, media consultancy and crisis communications.
And if you read our blog, you’ll see (hopefully) that I know what I’m talking about.
So I’d pass the second Googleability test.
And you’d commission me to write that article about why it is important to position yourself as an expert commentator in your field, and how writing articles as part of your PR mix can raise your profile with potential clients.
So, when was the last time you Googled yourself – and did you pass the Googleability test?
For more help with your media strategy, contact us on 020 8332 6200 or firstname.lastname@example.org