To the outside observer, media placements may seem like they develop out of thin air, but behind the scenes, a strategic plan is at work. Many would agree that it’s better to be proactive vs. reactive, but when a current event makes national headlines or a celebrity ruffles up some feathers, you can create a media opportunity by positioning yourself as an expert responding to the issue.
A recent example was when the video of Alicia Silverstone feeding her son partially chewed food like a bird went viral on Youtube.
The next morning, as I was flipping through TV channels, a local pediatrician was interviewed about proper feeding practices for infants and responded to Alicia Silverstone’s actions.
Staying abreast on the news, even when it seems ridiculous, can present opportunities to raise awareness about your cause or expertise when you position yourself correctly.