Many companies almost exclusively use their spokespeople to promote the company and its news. While this is definitely one important way to get the word out, especially to specific target audiences, these companies are missing an opportunity to broaden their scope of influence and, ultimately, their sales.

By using their spokespeople as industry experts—who understand the broader marketplace that their company operates in as well as the news of the day, and who can put that news into perspective—the company not only positions itself as a good resource for media, but can elevate itself into a broader industry category with greater media appeal.

How to start the process? First, identify several topics that your company can address. For example, a company in the healthcare industry might want to talk about: 1) the role technology can play in helping to realize the goals of healthcare reform, 2) how the use of appropriate technology can help improve patient satisfaction, 3) how technology can improve the safety and quality of care for patients.

Then, monitor the news media (don’t forget online outlets and bloggers). When a story about one of the selected topics is written, your PR representative should contact the reporter or blogger and let them know that your spokesperson can help them with follow-up (as well as future) stories by providing additional information and insights to help them put the news into perspective for their audience. An important thing to note, is not to make the mistake of “hyping” your company or product. You want your spokesperson to be a credible resource who offers insights, not a company salesperson.

Of course, if your spokesperson can get a jump on the news and contact the outlet in advance of the story, there’s a good chance that your company might be included.

Over time, your spokespeople will build relationships with media influencers who will call upon them for comments on current news on industry issues and challenges. At the same time, they will be able to work your company into these stories on a consistent basis.

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