4 Ways to Establish Credibility

When you are pitching reporters, your credibility is everything.

Reporters want to know who you are, if your story is true and how/why you are qualified to speak about that story.

If you cannot prove to a reporter that you are a credible source, you can forget about a story.

Here are a few things that you should be doing to reassure journalists that you actually know what you are talking about:

• Have an online presence. By now, everyone should have a website, a blog or at the very least, a Facebook page. Gone are the days where a reporter will use a phone book to locate an expert...it's all about Google and Bing now. If you do not have some sort of online presence for your business or organization, you are sorely behind.
• Have independent research and statistics. I can't stress enough that reporters -- and people in general, actually -- love statistics. Research. Quantitative facts that support your story, and not necessarily research that you completed, unless you are a qualified researcher. Outside sources are always great. "Why, yes, the national expert on this or that said these numbers are true."
• Work with other credible partners who can vouch for you. No one operates in a vacuum. As you grow your business and organization, you should reach out to complementing organizations or businesses that you can network with and that you can tell reporters you have worked with if they ask. "Yes, we've been working with organization X on this initiative or Prominent Person B and they have been very supportive."
• Tell the truth. Don't exaggerate, bend or stretch the truth. You may get away with initially, but it will come back to bite you.

The moral of the story? When you're a media novice, your background is going to be scrutinized, especially in this digital age where people can more or less make up their credentials. Make sure that your credibility can withstand the review.

Related posts: If You Paid For It, It's Not News
                       Can You Be An Expert?

Be the Perfect Source

I was browsing some of my old articles with a colleague recently and I came across a story. The headline: Clark County Would Be 'Flat Broke' If Tax Hike Ends.

My primary source in the story was then-Clark County Assistant Administrator Nathan Kennedy. And he -- as well as pretty much all of the folks there in the Clark County, Ohio Board of Commissioners Office -- was an awesome source.  He answered all of my questions as succinctly as possible. He was great with giving analogies and examples. And he just told like it was, which generated great quotes and headlines, i.e. the whole "flat broke" thing.

So if you want tips on how to be a great source that reporters can call over and over again, consider these things:

• Make your comments easy to understand. Remember that the person reading, watching or listening to your story most likely doesn't know the inner workings of your business or organization. Include the details later, but make sure you know how to summarize and give a great comment that can be referred to as a sound bite. It accurately captures the problem in just one or two sentences.
• Have facts and figures. How many times have I told you that reporters love statistics? Well, I'll say it again. We do. And Nate Kennedy's facts and figures led to this  lovely chart we published with the story.
• Be ready to offer solutions. One great thing about this particular story is that officials were willing to share how they were going to solve the problem. Don't identify a problem without some idea of a solution.

The moral of the story? Be a source that a reporter can feel comfortable calling and quoting. You will find that is makes for a much smoother relationship. And kudos to Commissioners Detrick, Hartley and Tackett, as well as Michelle, Megan and Lynn; you folks were the best.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.