When it comes to public relations, a good way for small businesses to garner publicity is to become known as experts in their fields.

That might be a difficult notion for some to buy into. After all, most of us were raised not be braggarts and to keep our self-confidence in check.

“Those in search of publicity have to get over those hang-ups,” said Lorrie Delk Walker, president of Lorrie Walker Communications, Inc., a public relations firm in Tampa and Lakeland.

For professionals to establish themselves as experts in their fields, they have to do a bit of self-promotion, and there are ways to look good without coming on too strong or making the wrong impression with potential clients, said Walker, an article and press release writer.

Walker shared these tips on how small business professionals can “take HEED,” when seeking to attain expert status by: Hiring a Professional, Education, Experience and Developing an effective Web site.

Hire A Professional
Getting your name “out there” as an expert may seem like a daunting task, and when in doubt, Walker recommends hiring a public relations firm to do the job right the first time.

“I’m a big believer in focusing your efforts on your own talents and hiring a professional with talent in the areas where you lack,” Walker said.

PR pros can offer a plan for assisting small business professionals in establishing themselves as experts in their fields. Some steps that Walker recommends include:

– Create a newsletter to send to interested readers.

– Add a blog to the company’s Web site and update it frequently with useful information.

– Join community and professional groups for networking purposes.

– Get involved in social media, such as Twitter, Facebook and LinkedIn.

Education
Educate yourself. Although a degree isn’t always necessary to be an expert, many people associate education with knowledge and expertise, Walker said. So a framed diploma on the wall may impress some. But there’s a lot to be said for education that happens outside the classroom.

“To become an expert in your field, you must make it your mission to absorb as much information as you can in your area,” Walker said. “Read books, publications, findings and Web sites dedicated to your field.”

Communicating with others in the same field also is helpful, because it enables professionals to learn of other viewpoints and become well-rounded on topics.

Experience
Some things take time, and you can’t become an expert in a field in which you lack experience, Walker said.

Look for opportunities to take on additional projects and gain experience in different niches within your field.

Develop an Effective Web Site
Having a Web site with helpful information allows small business professionals to share their expertise with visitors. Frequently updating and adding new information gives those visitors something to return to, Walker said.

“You never know when a journalist researching a topic may happen upon your site,” she said. “Once they find useful information, they are likely to call you for comments for their articles and to remember you the next time they write about a topic in your field.”

Learn More
If you would like additional information on how a PR professional can assist in establishing you as an expert in your field, visit www.lorriewalker.com for more information, or call (863) 614-0555.