Everybody's an expert, right? Well, editors probably think so because they receive an un-ending supply of pitches touting experts as interview sources! That is why it's important to break through this clutter and make your executives a true asset to the editors and reporters in your market.

An expert campaign is based on a simple principle: Companies can be leaders, but it's important to put a face on the company and build awareness of the people that make the company special. When readers see your company's executives quoted in the industry press, they realize the media is looking to your company for guidance and analysis of industry trends. That means your company is respected, considered relevant, connected to reality, and probably belongs on the short list for consideration of related products and services.

Expert campaigns also give your company a focus when there are no product announcements or customer wins to highlight. Let's face it, when the hard news pipeline is a little dry the PR program needs to create exposure opportunities. So let's dig in and put a face on the company.

Pitch for your Execs

Using an intermediary like a media relations manager adds credibility to an expert pitch. Editors are more likely to take a source seriously if the executive doesn't have to pitch his own merits. The build-up to the interview can fuel interest and curiosity in the reporter, and allows your executive to be fully prepared.

Breaking though the Clutter

As discussed, there are a lot of experts out there! How can your expert rise to the top of the list? Your approach to the editor is key. A personalized pitch is always best. Read a recent article by the writer and look for a way to refer to that article in your pitch. Create a strong position in your pitch, either pro or con on a subject. If possible, feed on controversy that surrounds the topic. Include a few proof points as to why your spokesperson is able to discuss the subject, and what experience puts him in a position of expertise. Make sure your spokesperson is willing to take the position too. Often, reviewing notes from prior interviews will give you insight into strong beliefs of the spokesperson, which you can expand to create a comfort zone for your spokesperson. Tell the reporter what statistics your spokesperson can cite, or real examples that he or she will discuss that make the interview sound more relevant. Where possible, connect the dots - in other words show the editor that your spokesperson can offer analysis, or ways of looking at the problem that haven't been addressed. What's the bigger picture behind the story?

Look for breaking news stories where your spokesperson can take a position, and be on-the-spot with an immediate, timely pitch as the reporters are trying to cover that story. Also, if you know of an upcoming article on a magazine's editorial calendar, editors will likely be looking for sources.

Thought Leadership Articles

Many editorial departments are doing more with less staff, and are actively interested in content such as contributed articles from the vendor community. These articles are a great platform for your executives to talk about big-picture issues and "a-ha" moments. Submit a provocative abstract or a pitch outlining the article. Mention it will be vendor neutral and bring some interesting and new analysis to the topic. Also, choose topics that relate to the business pain points that your company solves, so the coverage generates an interest in learning more about your offerings. Most importantly, make sure the "about the Author" section includes your company URL, an email address for questions, and a brief description of your services. Resist the temptation to fill this section with a full bio of the author. After all, the article is about generating interest in the company.

Speaking Opportunities and Resulting Leads

Tradeshows, conferences, and seminars are great opportunities to build on an expert campaign. Research relevant conferences, find the Call for Papers, and submit a brief abstract that lines up with a specific track the conference wants to address. Cite previous speaking experience and notoriety of your spokesperson. Discuss specific things attendees will learn and value that attendees will gain at the lecture. Tie the topic to current events in the news.

Attendees often approach speakers immediately after the presentation, and this is perfect time for your spokesperson to meet potential prospects. Make sure your spokesperson stays visible and available to meet people and maximize this informal "sales" part of the opportunity.

Take Advantage of Seasonality

Be aware that starting in October many magazines are preparing articles to look ahead and preview next year's trends and technologies. Editors compiling those articles are looking for thought leaders to predict hot issues, or relate key technology shifts to business changes on the horizon. Bold predictions help, especially if there is an element of controversy. Stick to your core topics, so the coverage will reflect your company's offerings.

Avoiding the Buzzwords

Editors have highly tuned B.S. filters and they are real people, so use English, and try not to be sensationalist. Your spokesperson probably doesn't have a revolutionary and unique perspective unless he's Che Guevara.

Want to learn more? Feel free to contact me with questions or ideas.

About the Author: Lawren Markle is media relations manager for Tech Image, a PR agency that helps technology companies achieve market leadership. He welcomes questions at Lawren.Markle@techimage.com or learn more at www.techimage.com