How to Pitch Yourself as an Expert to the Media

How to Pitch Yourself as an Expert to the MediaHow to Pitch Yourself as an Expert to the MediaA friend of mine recently called and said she was about to draft a pitch promoting herself as a food expert to several broadcast outlets. She asked if I would take a look once she was done. Several days later, her email popped up. The subject? This feels so weird.You dont need to be a PR expert to know that its much easier to tout a product than it is to tout yourself. But if youre just getting your company, business, or blog up and running, you likely dont have the resources to recruit a full-time PR person or agency support. Which leaves the PRing (along with most other things) to you.As a PR professional who has happily pitched clients products and uncomfortably pitched my own brain, I can tell you It doesnt ever stop feeling weird. But it does get easier. If youre struggling with how to promote yourself, keep these tips in mind.1.Be ProfessionalPitching yourself will likely evoke a whole spectrum of emotions, but when it comes to the actual pitch, keep it business-appropriate. Most importantly Dont be overly casual (or no one will take you seriously), dont be too verbose (or no one will read your email), and dont be rude, arrogant, or obnoxiously self-promotional.This may sound obvious, but theres an important differentiation between pitching yourself and pitching a product When youre pitching yourself, the booking producer not only needs to like what you have to say. He also needs to like you.2.Back it UpIf youre new on the speaking circuit or just looking to book your first interview, youre going to need to really convince the booking producer or journalist that youve got the smarts theyre looking for. So beyond introducing yourself and your expertise, include relevant stats, articles, and anecdotes to support your narrative. Explain what differentiates your expertise from other people talking about a similar subject- maybe its the research youve recently conduct ed or the access you have to key influencers in the industry- as well as why your expertise is especially relevant to the outlet youre pitching.Each pitch differs, but heres a general framework to consider In 2 -3 sentences, introduce who you are, your expertise and what youre pitching (e.g., to be considered for future food segments on the Today Show). Add 2-5 bullet points about why your narrative is relevant, compelling, and timely. Add 1-2 sentences about why youre perfectly positioned to be talking about this subject to this specific outlet. Add a brief bio with your high-level accomplishments, your availability, and ways for people to reach you.3.Be ConfidentNo matter what your expertise, there are likely topics or themes within that industry that youre not as well-versed on as others. If youre a food expert, like my friend, you may not be as knowledgeable about French cuisine as you are about Italian. Maybe your vegetarian recipes are lacking. But heres the deal No one needs to know that but you.When pitching yourself as an expert, you need to convince whomever youre pitching that you are, actually, an expert. So tell your various and wide-ranging insecurities to shush, and put forward your smartest, most confident self.4.But Dont OversellRemember that confirming an interview is not the end game- successfully promoting your brand is. So while you want to come across as confident and knowledgeable, you dont want to B.S. your whole pitch. If you do, youre only going to end up hurting your reputation- and future opportunities- by sounding silly on-air or getting blacklisted by the booking department. Instead, give yourself a bit more time to get up to speed on your industry.5. Be PreparedOnce you send that pitch out, consider yourself on-call- especially when pitching yourself to broadcast outlets. One way to not make friends with the booking department? Pitch yourself as an expert on a story, like the government shutdown, and then not make yourself availa ble for interviews while the government is actually shut down.Also, make aya youre 110% comfortable and ready to speak to whatever information you include in your pitch. If there are stats you cite, make sure theyre legitimate. If youre offering up exclusive information to one outlet, dont talk to any other reporters about it. You want people to be impressed by what youre offering, and then more impressed once they meet you- not less so.Promoting yourself as an expert is a really effective way to raise your own profile and that of your brand. But theres no getting around it Its tricky, awkward, and, as my friend pointed out, totally weird. But dont let the icky feelings deter you You are uniquely positioned to share what you know. As long as you dont creep people out in the process, well be seeing you on the Today Show (or in the New York Times) soon enough.Photo of woman on phone courtesy of Shutterstock.