As I have pointed out before on this blog, public relations is by far the best way for experts to showcase their expertise to their target markets -- their potential clients, patients and customers -- both in the real world and on the web.
In that article, I pointed out that, as a PR consultant to professionals, I promote my clients by getting them “real world”
(a) speaking engagements before organizations and professional groups their target market attends
(b) articles written by and about them in publications – often professional publications – their target market reads
(c) appearances on radio and TV shows their target market is likely to listen to and watch.
Also extremely important -- but often neglected by experts who want their markets to know about their expertise -- is ONLINE PROMOTION. In my previous article, I introduced you to a few of the online promotional methods that work well to showcase one’s expertise.
(a) leaving well-thought-out comments on other people’s blogs, with link-backs to your own blog
(b) interviewing experts in your own (and closely related) fields, housing those interviews on your blog or website, and then publicizing your interviews through other people’s blogs
In this next series of articles, I will get into what my good friend, the late Hal Wright (author of the book, “How to Make 1000 Mistakes in Business and Still Succeed”) used to call “BLACK BOX”: actual information about HOW to use blog comments and audio interviews to showcase your expertise to your target markets -- i.e., your potential clients and customers.
In this upcoming series of articles, I will share actual examples with you, as well as case studies of ways to promote your expertise via the web.
**The biggest secret to leaving comments on other people’s blogs is to find “hot topics” that are being discussed in the media that you feel not only competent, but qualified, to comment on.
**Find an approach that is truly unique – most often a point of view that is unique to you, and not often discussed with relation to this “hot topic.”
**Write your comment – spending lots of time on it. Crafting your first comment may actually take hours. Don’t worry. Hard work upfront will be worth it. I will teach you HOW to write your comments so that they will bring you the best results.
**Find actual blogs that are discussing the topic your comments relate to, and craft your comment specifically to each blog before posting it.
**Find other places to leave variations of the same comment, and individualize your comment for each site.
**Track your work carefully, so that you can fine tune your approach to bring you better and better results.
In future articles, I will give examples -- actual CASE STUDIES of how to use these promotional techniques that have worked well for me in promoting my blog, Honest Medicine.
I will also teach you how to conduct audio interviews for your site:
**How to choose the right people (experts) to interview
**How to prepare your questions
**How to record and edit your interviews
**How to promote your interviews to bring more traffic to your site
A few examples of audio interviews I have conducted for Honest Medicine: (a) an interview with naturopathic physician, Dr. James Belanger, on "The Naturopathic Treatment of Cancer"; and (b) an interview with Dr. Elizabeth Lipski, on many nutritional topics.
Stay tuned. I hope you will agree that web-based PR can be FUN!!