For Immediate Release by Ronn Torossian

Author:Ronn Torossian
Language: eng
Format: epub
ISBN: 9781953295477
Publisher: BenBella Books, Inc.
Published: 2021-02-25T00:00:00+00:00

You as Expert: Find Your Niche

Individuals can also offer themselves to the media, and they should, especially if they have specialty knowledge the media is interested in. Pitch your expertise the same way you would anything else, connecting your knowledge to news or trends and giving specifics about what information you can offer.

Small-business owners, professionals (lawyers, doctors, etc.), and brands should publish their views and professional insights in the trade magazines, newsletters, and professional association quarterlies that cover their industries. Being seen as a thought leader in your industry or as an insider with important ideas to share builds your credibility and may garner speaking engagements, networking opportunities, clients, and eventually exposure in national publications. Why? Because beat reporters for the New York Times, the Washington Post, the Wall Street Journal, and other national papers read trade publications in search of story ideas and sources.

I enjoy working with smart individuals who have something special to offer and am always open to talking to them about ways to raise their profiles. I gave a speech to a leadership organization in 2008 and met an attorney there, Edward Mermelstein. We hit it off, and as he told me about his clients, I knew we could help build his brand. He was successful, good looking, and well connected to the uber-wealthy in the overseas market, including Russia, the Middle East, and Asia. The American media’s interest in overseas billionaires continues unabated. Mermelstein, a Russian émigré, came here in his preteen years and later served in the US Army. He is the perfect face for the media.

Our media campaign focused on the expertise of those in his multilingual real estate brokerage and consulting firm. While we can’t discuss most of his specific clients for privacy reasons, we gauged the interest of top-tier media by presenting Mermelstein as an expert resource with insider knowledge about international investment opportunities, economic incentives, and regular commentary on breaking news. In the first year of the campaign, Mermelstein was featured in profile stories on Fox Business, Newsweek, Bloomberg, and CNBC.

Today, Mermelstein continues to be one of the most featured media experts on international real estate and business. Of course, he’s brilliant, hardworking, and well-connected. We just helped the world know what his clients already did.

We have worked with countless professionals in a similar way, helping build their specialized expertise publicly as a way of building their client and patient bases. Doctors (and other professionals such as lawyers and investment advisors) are in a field that affords them built-in expertise. While many of the doctors we work with don’t have anywhere close to the budget for mass-market advertising, they can and have built their practices by becoming sought-after experts in their fields, particularly if they have developed a unique technique and can speak with authority on a niche area of medicine about which few other doctors know.

The Holtorf Medical Group Center for Hormone Imbalance, Hypothyroidism and Fatigue has locations in the Los Angeles and San Francisco areas. Dr. Kent Holtorf, a foremost expert on and a leading practitioner in the field of endocrinology, founded the center.

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