How to Position Yourself as an Expert

As a business owner or CEO, you’re very good at what you do. You may even be the best in your industry. Despite this, you’re not getting the media attention you deserve. One solution is to hire a PR firm or publicist to actively create media opportunities for you. If this is out of the budget, then the other option is manage your PR in-house.

Here are four tips to guide you for managing your own public relations and positioning yourself as an expert in the media.

1. Identify Your Expertise.

What do you know a lot about that other people want (or even better, need) to know? Simply think of your valuable experiences as they relate to your brand and how they can be relevant to your audience:

How have you impacted your customers the most?

What does your business do differently or why is it better than the competition?

Have you been through a situation and learned something that would save others time and money? (think: researching the best options for retirement homes, planning a wedding on a shoestring budget, etc.)

As you can see, there are a lot of ways to position your own experiences as valuable advice to people in a niche audience who need it.

2. Build Your Bio.

If your industry values fancy titles or membership organizations, then join the most official organizations in your field. If you run a small, local business, then join your local chamber or other industry groups. This will boost your bio and credibility while giving you access to host a free talk, workshop, or luncheon.

3. Get Experience.

Offer to host a free, one-hour talk on your topic at one of the organizations you joined above or at the nearest large university. If you have time and it makes sense for your brand, you can also offer this talk to a local business. Just make sure to pitch it as a free, educational talk — not focused on sales.

You can promote it on Eventbrite, Facebook, through student or business groups, or even use a little guerrilla marketing and put up fliers around the town or campus.

4. Make Your Pitch!

You’ve gone through steps 1-3, and you’ve positioned yourself well. Now, you’re not just anybody. You’re somebody with credentials, experience, and a unique story, and you’re ready to pitch it.

With these factors combined, the last thing you can do to help your media pitch is to make it timely. If you’re a retailer, think ahead to holiday shopping. If you’re an accountant, plan your pitch around tax season.

You don’t have to be in a seasonal industry for this to work. What stories are already making the news? Pitch yourself to weigh in on these topics that you know are already making headlines.


These steps do take some time and effort. But if you do them, you’ll be among the few entrepreneurs that takes the initiative to being seen as a thought leader. This success will reflect not only your individual brand, but on your entire business as well.


What Makes Richett Media Different from Traditional PR Firms

Richett Media wasn’t born to be ordinary. With all the public relations firms to choose from, how do we differentiate ourselves from the rest? Gone are the days of the standard press release and media tour formula for a PR campaign. With all the changes happening within the industry, here’s how we stay ahead of the pack:

We’re storytellers

“You have a story. We know how to tell it.”

With backgrounds in TV news and online content creation, storytelling is in our blood. Whether it is a grand opening or a major business milestone, we know how to get your story in front of your audience and create a dialogue with them. Richett Media offers custom packages that propel brands into the spotlight while generating more visibility, credibility & profitability.

We’re more than just a PR firm

When it comes to communication plans, public relations is just one part of the whole. Your plan, and your unique business, needs more. We offer customized content creation, inbound marketing strategies, video production, and media training to ensure you reach your target audience.

We know media

We work with local and national clients at all levels to tell their stories and amplify their brands. Our home base in Grand Rapids has allowed us to build strong relationships with local media and the community. We have a successful track record of helping businesses from other areas, from Detroit, to Houston to the UK, to enter the West Michigan market.

Our team is small, but we’re mighty

Don’t get lost in the fray with larger firms. The Richett Media team is lean so we can collectively focus on giving you the best services possible. Our technique provides a personalized plan based on each story, personalized to each story, each brand, and each market.