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Sports fans might look at it this way: reporters and on-air personalities are like play-by-play announcers. But experts are color commentators who fill in meaning.
Try this: I defy you to watch any news program or channel for more than 10 minutes, without seeing an expert quoted. Won’t happen. Just like you’ll never see Monday Night Football without a gaggle of commentators.
But, unless you’re ready to cough up big bucks to buy mailing lists, it limits you. You can only reach people you already know – ones in your database. All those people will get to know you better, and that’s good – but you won’t be meeting any new prospects. To do that, it’s either spend on lists or advertising, or learn how to get yourself some free publicity.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.