How small business can influence big media

One of the many hurdles for small- and micro-business owners is they feel they aren't big enough to be a voice for their industry. It may seem as though it's the loudest voice and also the people with the most money and support that will get the invitation to discuss radio, TV, newspapers and online news platforms when it comes to representing your industry in the media.

But your direct competition has become the go-to expert not because they have the biggest budget for public relations but because they built a reputation for delivering quality content to the media when they need it. Industry experts are proactive in their telling of stories and available to media when required.

There are four simple steps to building your media profile to construct your business profile.

1. Competition

The fact that your competition are in the media means there's demand
from media for your area of expertise. The media will always be looking for a
different voice, views, and opinions. Because you have a competitor in
the media is the green light for you to place yourself forward to media despite
the knowledge and talent of that expert.

2. Moving feast

The media is an ever-changing landscape of presenters, producers,
experts, as well as owners of networks. Change can be frustrating for experts and
commentators which have established themselves, but this constant movement
within the media line-up is an opportunity for those who are trying to get a
foot in the door. Be the new talent and expert the media is looking for by
offering up fresh ideas.

3. Individual

Try and bring a unique perspective or slant to some conversation that is already in the media, don't be afraid to come at something from a different angle. Offering a fresh take on something already in the media cycle can be a great way to cut through. You need to offer a unique position or argument instead of an opinion that could come from the masses.

4. Holidays

Remember that the “big player” or the “known expert”
in your industry or even in your city won't continually be available. Producers,
editors, and journalists require more than one option, particularly on television and
radio, as the news moves so quick. When another expert is unavailable make certain
that you are available and nail the media engagement.

But before you begin to build your media profile, you need to consider whether you truly come with an appetite to be in the media and obtain your voice heard.

It doesn't happen overnight. The long-standing experts and known media identities happen to be doing this for many years, in some cases, decades. However they all need to take holidays and there is always an opportunity for a fill-in. So, time it well and offer up a unique opinion and you might just get your foot in the door.