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Share your expertise
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June 27, 2000: 10:50 a.m. ET
Are you an expert in your field? If you've learned something new, pass it on
By Jane Applegate
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NEW YORK (CNNfn) - When you return from a trade show or industry meeting, share your expertise.
Send a short letter to a reporter or columnist who covers your industry and offer to shed some light on the trends in your field. If a new technology or big announcement was made, let the reporter know you are available to discuss it and happy to put them in touch with the right industry experts. Positioning yourself as an expert is the best way to attract media attention.
 Everyone is an expert on something. An executive with a corrugated box company sends me samples of new colored cardboard used for trendy packaging. Since I haven't done a column on packaging in a while, I'll quote him and obviously mention his company in the piece.
If you contact a reporter and they call you, return the call right away.
Reporters work on tight deadlines and if they don't reach you, they'll move on to the next person.
(Jane Applegate, a syndicated columnist and author of 201 Great Ideas for Your Small Business, covers small business for CNNfn.) 
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