There is a severe gender disparity in the media. Not only are women in positions of influence continuously attacked with sexist remarks, but our voices are disproportionately from crucial public discourse.
According to the Women’s Media Center, women make up only 19% of experts in the news. Women write fewer than 25% of OpEd pieces. Male guests outnumber female guests by average ratio of 4-to-1 on Sunday talk shows.
One of the contributing factors to this inequality is that many women do not position themselves as experts and take initiative to pitch their work to media outlets. Women often believe they need additional training or education to be seen as credible media sources. Overall, they underestimate the significance of their knowledge.
Sharing your expertise begins with the decision that your voice has value.
You have the power to be a cultural healer and compassionate leader, shaping the conversations that raise awareness and create change. If you are willing to embrace the truth of your worth and power, to speak out on the issues that matter most, here are some tips for positioning yourself as a media expert:
1. What is your expertise? Narrow it down to one clear topic.
Now, list three reasons that support your expertise in this area. Focus on the most compelling credibility factors and achievements. If you were to go on TV tonight, what would the chyron under your name say? Describe yourself in a few words.
It may be as simple as your topic followed by the word expert.
2. What organizations are you
affiliated with? Join relevant organizations. Or create one of your own. Media outlets are always interested in new initiatives. Also, don’t forget activism as a path to expertise. Devote yourself to communities that are passionate about the same issues. Network and take initiative to lead in some capacity.
3. Speak out!
Offer to give free talks in your community. Find local business groups, non-profits or companies and tell them why your presentation could benefit their staff or clients. Film yourself and use that experience to book future gigs. Make sure you ask for referrals for other potential venues. This is one way to move toward a paid speaking practice.
4. Write about your expertise.
Start a blog focusing on your specific niche. Or ask someonein your network to let you publish a guest post. You can start small with a issue-oriented blog and build up to increased visibility. Introduce yourself as a source to bloggers. After you have some experience and writing samples, you can reach out to higher profile sites and pitch an article. Include links to your articles on your website to increase your credibility and define your media brand.
5. Make a media list of local outlets.
Research the reporters in your area and what they cover. Build relationships with journalists who are interested in your specific expertise. It is usually easier to gain access to local and regional news outlets. This will help you build credibility for eventually reaching out to national news forums. Speaking to local papers or a small internet radio show will help you to grow in poise and confidence.
6. Craft your pitch. Pick a current news hook related to your field. In a few sentences, present yourself as an expert, mention your main credibility factors and introduce your idea. Present three short talking points to give the journalist or producer an idea of your message. It helps to include a new study, current event or human interest angle. Answer these questions in your pitch: Why you? Why now? So what? Make it very clear what is at stake. Remember to differentiate your angle from other coverage, for example, “The New York Times reported on this, but here is what they didn’t cover.”
7. Create authentic community through social media. Start your own Facebook page and network with people online who are passionate about the same issue. People do not want to be sold something. They want to be engaged and contribute to a meaningful discussion. Don’t just promote yourself. Offer valuable, relevant content to your followers and focus on how you can inspire the whole community around your issue of choice.
8. Seek out sources for
media leads. Apply to a be a part of an expert database such as SheSource or ExpertClick. PR Web is an excellent site for creating and distributing your own press releases. PR Leads offers a monthly subscription service where media inquiries and journalist requests are sent to your email address. Help A Reporter Out (HARO) is a free option for finding time-sensitive leads and The OpEd Project provides tips and training for writing commentary.
If you are experiencing fear or internal resistance around reaching out to the media, try to reconnect with why you are passionate about your issue of choice. Commit to taking one step each day to build your media platform and you will see results.
Be persistent. You deserve to be heard.
As feminist writer, Audre Lorde, said, “When I dare to be powerful, to use my strength in service of my vision, then it becomes less and less important whether I am afraid.”
What are you an expert in? Courageously share your knowledge.
Your voice is a gift to the world.
