Appearing in the media is a significant part of your total expert-positioning strategy. You must offer your input and ideas on a regular basis and be featured broadly in order to be seen as an industry thought-leader.

Here is one simple tip for maximising your success-rate when offering to appear on a show or be featured in a publication: Speak to that producer. Appeal to the needs of that specific editor. 

It's like dating advice. If you only talk about yourself, you're unlikely to get far. But pay specific attention to the proclivities, likes and dislikes of the particular person you're with and your connection will be greatly enhanced. 

Say, for instance, that you are an expert on bridge-climbing (I use this example, having actually met a few while doing the bridge-climb in Sydney).

Offer a generic thought-leadership article, and you may be successful in a small selection of media. But target each editor or producer with a specific angle, and you will greatly enhance your hit-rate. Like this: 

- For a women's magazine: 'Five Fascinating Insider Stories About Women who have Climbed the Bridge.' 
- For a mother's magazine: 'Taking your Children on their First Bridge-Climb? Here's what you need to Know.' 
- For a Photographic Journal: '5 Things a Professional Bridge-Climber can Teach you about Getting the Perfect Sunset Shot.'
- For a tabloid: '5 Celebs I've Hosted on Bridge Climbs, and Their Take on What they saw.' 

The more specifically you appeal to the needs of a media outlet, the greater your chances of being featured.

As an additional tip, when you get the go-ahead, make a point of mentioning what your next contribution might be: 'I'm glad you liked my article on what it takes to become a professional bridge-climber. May I provide you with another? This time looking at a day in the life of someone in our profession?' 

Date the media outlets on their terms, and you'll find the relationship growing steadily. When they finally fall in love with you and can't get enough, you can own your industry.