Fortune Small Business Recognizes Publicity Expert Fern Reiss

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Fortune Small Business Magazine devoted a full page to Fern ReissÂ?s Expertizing.com publicity company that teaches people to get more media attention for their business.

– Fortune Small Business Magazine devoted a full page to Fern Reiss’s Expertizing.com publicity company that teaches people to get more media attention for their business. Reiss, who has been quoted in The New York Times, The Wall Street Journal, The International Herald Tribune, and over 100 other prestigious publications in the last six months, now teaches professionals with credentials how to take their knowledge to a national platform, in a series of Expertizing workshops taking place in Boston, San Francisco and New York City. Fortune’s Josh Hyatt reported, “Fern Reiss is an expert. People like me (journalists)…need people like her to lend credibility to our scribblings. And she knows it.”

“The media are easier to reach than previously,” says Reiss, whose books include "The Publishing Game" series and "The Infertility Diet." “And because they’re pressed for time, reporters and radio or TV producers can’t pound the pavement looking for experts. But even so, no matter how much you know, they’ll turn to you as an expert source only if you can offer one or more media-worthy credentials.” These include:

•    A book. Authors get many more column inches than non-authors.

•    A catchy web site. Author Philip Greenspun stands out from other money and finance authors with the “Bill Gates Personal Wealth Clock” at his site. “Journalists love it,” says Reiss.

•    An association. If you’re a child psychiatrist, that’s good, but if you’re the founder of the National No-Bullying Association, that rates exponentially more media coverage.

•    A holiday. A technical services company Reiss consulted with is getting ready to unroll National Geek Day next year, a sure-fire media pleaser.

As part of her Expertizing workshops, Reiss teaches how to write soundbites that condense a big idea into a memorable little package. For instance, “Got milk? Get rid of it” was the pitch that got Reiss’s views on infertility into several women’s magazines; “My resume gap is more like a resume canyon” was the soundbite that got her into The New York Times.

In 2005, Expertizing workshops, limited to just ten people, will take place at Ritz Carlton Hotels in San Francisco on April 13, Boston on May 22, and New York City on May 31. The complete schedule can be found online at http://www.Expertizing.com or by calling (617)630-0945.

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