We’ve all seen people giving advice on the news and said to ourselves, “What make them such an expert?” Well, I’m about to let you in on a little known secret: You know what makes them an expert? They’re on TV.
When the news crowns you with the title, “expert,” you are one. And how do we decide who is and isn’t one? Do we require your resume, references and report cards from kindergarten on up? Nope. We use the term “expert” very loosely.
The Plane Truth
A Dallas travel agent named Tom Parsons has become a national expert on the airline industry. It all started in the early 80s when he began giving radio and TV interviews about the ticket bargains the airlines don’t like to talk about. Parsons probably hasn’t turned down a media request since. Today his small, one-room travel agency has grown into a nationally-known discount travel company, Bestfares.com takes up several floors of an Arlington office building. “And you know what?” Tom says with pride. “I’ve never paid a nickel for advertising.”
How did he do it? Well, whenever we Dallas reporters need a quote on anything having to do with the airline industry, we all know that Parsons is ready with an answer. He’ll talk about everything from flight delays to how a recent merger will affect fares.
In fact, he’s so accommodating to us he’s practically the only air-travel person in the Rolodex. He never, ever turns down an interview. And if he doesn’t have the answer when you call, he’ll have one by the time you get to his office.
He’s such a reliable source of information that now even national journalists have discovered him. He often appears on Good Morning, America and is regularly quoted in USA Today. But radio is where Parsons really works his magic. He does so many radio interviews these days he had a microphone and radio-ready phone line installed in his bedroom! Every day before he heads for the office, he spends about an hour talking to DJ’s and radio reporters all over the country. And every time he’s interviewed he mentions Bestfares.com, which drives more people to his website.
Some Expert Advice
The truth is all of us are experts on something. Have a large rare coin collection? You’re an expert on coins. Eat out a lot? You’re a restaurant critic. Handy with hammer? You’re an expert on home repair. See what I mean?
There are thousands of travel agents in this country and yet Parsons is the one getting most of the free publicity.
Want some expert advice? If you know a lot about something, become an expert and use it to your advantage. TV morning shows and radio DJ’s all over the country are dying for segments to fill time. Give them a hand.
Believe it or not, you’re just a phone call away from news coverage. Don’t watch TV news—study it. Listen to radio talk shows in your car with a different ear. Read the newspaper with a fresh eye. Figure out which journalist or program could most use your insights and make that call. Explain why your information is valuable to their audience. And if you get rejected? Oh well. It’s not like you spent any money. Pick yourself up. Dust yourself off and move on to the next media outlet.
Jeff Crilley is an Emmy Award winning TV reporter who speaks at no charge on PR. He’s the author of Free Publicity which is available at bookstores or through http://www.jeffcrilley.com