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Henry Stimpson’s PR and Marketing Tips
Spring 2007

Unleashing Attention-Getting Power in Your Bio

Reporters can choose from many expert sources. So how can you make sure that you’ll stand out so they’ll call you—or your in-house expert, boss or CEO—instead of the competition?

Make it a no-brainer for them by including striking, brief biographical information in your media fact sheet. Little things can count for a lot.

Unusual designations. Standard credentials like advanced degrees and well-known designations certainly need to be in a bio. But what really attracts reporters’ attention is an unusual or highly specialized designation. For instance, one of our clients is a Registered Financial Gerontologist—and putting the RFG designation in his bio was the key to his receiving major television and print coverage. Reporters were curious about what financial gerontology is and what it can do for people.

Book authorship. When I asked one reporter why she chose to interview our client, she said her editor required sources to be book authors. The book in question was self-published, but it still nailed down the interview.

Article authorship. Publishing articles in trade or professional magazines helps you stand out and reassures the reporter that this is a credible source.

You might object, “We don’t have the time to write an article, never mind a book!” Well, you’re probably right. You don’t have to. You can readily hire a ghostwriter. Getting articles published isn’t difficult if you know the steps. Writing and publishing a book takes more effort, but it’s probably easier than you think. I’d be glad to talk to you about ghosting and publishing articles or a book.

copyright Stimpson Communications


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