What? They don’t?!?!?!?! You’ve had over 20+ years of experience in your field, worked with big brands, and know exactly what to tell a reporter when you’re on the phone discussing topics you cover. So why aren’t you getting asked to provide your opinion on newsworthy issues?

You’ve got (or had) a great PR team, your bio has gone EVERYWHERE. What’s up with that? Before you fire your PR staff (or retain another), listen to veteran technology journalist, Evan Schuman, who says there are two reasons why journalists can’t use what you said. First, you don’t have a differentiated point of view, and second, you can’t deliver quotable bits of information that a journalist can repurpose for a story. Here’s a recap from our conversation.

There’s a breaking news story! WAIT. Don’t get your PR pro on the horn with every journalist to let him/her know that you have an “expert source”. Before you begin, take these questions and suggestions into consideration.

Do you have a differentiated point of view?

Believe or not, most CEOs don’t. Why? Either they can’t divulge information to a reporter that is “differentiated” because it may be best to save that for the Board room or the CEO just doesn’t have it. When a story breaks, sometimes dozens, even hundreds of stories will appear within hours. Are you, CEO, able to provide a point of view that expands on what’s been reported, that no one has yet reported, that you experienced (ie. case study where you can mention the client’s name) or where you can’t mention the client’s name, but have insight that no one else can share? YES? NO?

Can you deliver quotable language?

Believe it or not, most CEOs cannot. Why? Well, for obvious reasons. They want to commercialize their quotes to the reporter and/or they’re SO CLOSE to what they do they can’t help but spout on and on about why X, Y, and Z are critical in today’s marketplace. And, after all, some can’t even deliver quotable language. And, yet, some have. Who did it right?

“Most recently what we’re seeing is a desire to unify data from multiple different sources to get a 360-degree view of something,” David Gorbet, VP engineering at one of the oldest NoSQL firms, MarkLogic (former client)

“We’re seeing the transition into what I would call the early majority market of this new technique,” Vitria (former client) co-founder and chief technical officer Dr. Dale Skeen.

Michael McQuinn, co-founder and CTO of Criterion Advisory, (client) points out in a piece that the fact is, “there will always be something”.

What do you have to say?