People think that getting media coverage of your company is rocket science but we often tell people that it is well short of that. In fact, one thing we truly believe is that each person is an expert in their particular field and your expertise is valuable to news reporters.

For example, last week, we were at the Oregon Capitol volunteering at Film Industry Day for the Oregon Media Producers Association (OMPA). This is one of the trade associations we belong to and volunteer our time and energy on their behalf. OMPA members were promoting two pieces of legislation.

While working the halls, we met up with the Melica Johnson from KATU-TV, Portland’s ABC affiliate. Knowing that local reporters are always looking for good stories, we “pitched” the idea of covering Film Industry Day. We even gave her a copy of the letter we were passing out to each legislator as background. Although she wasn’t planning – at that point – to cover that story, she saw the interesting angle and decided to go ahead and grab a quick interview with me.

In the end, the station agreed it was a good story and it ran that evening. You can take a look at the story here, click the video link to view it.

Two things to take away from this:

1. Our expertise on this topic was valuable and is why we were able to present the story and be the on-camera interview. You, no matter what you do, have a similar expertise in your professional field.

2. It never hurts to ask and present your story idea. When doing so, be polite and concise.

Once a reporter knows you are an expert in a particular area, it could lead to even more opportunities.

I have the chance to see a lot of testimony presented from the school board level on up to the State Legislature. Much of it is presented by “professionals”, people that lobby for a living. But a lot of it comes from regular citizens. If you ever have the need to testify, here are some things to keep in mind:

1. Submit written testimony. Make sure you bring enough copies for all of the board or committee members. And use your written testimony to provide specific information and arguments. But don’t make it too long, after all you want the elected officials to actually read it!

2. In your oral testimony, do not just read your written testimony. At the State Legislature, the committee chair will likely tell you not to do this if you start to read your testimony. Instead, pick out the main points and paraphrase them. There is usually a time limit so paraphrasing and hitting your main points is necessary.

3. Think before you regale the committee or board with your story about a visit to Petaluma, CA back in 1993 and how that applies to the issue at hand. While it sounds like a good idea to you, most likely it isn’t!

4. Speak from the heart. This is what they really want to hear. Be specific about how the board/committee decision  impacts you personally or professionally.

Finally, while it can be nerve racking remember that these people are just like you and me, and they are doing their best to make a decision based on the information at hand. Be polite, treat them as you wish to be treated.