The Seven Secrets of 'Media Darlings'

If you want to be quoted regularly in the press to raise your company's profile, learn from exceptional spokespeople

As you watch the news over the next few days, pay attention to the experts who are quoted. You'll probably see some of the same names and faces. When I worked at CNN (TWX) as a business news correspondent, we would often ask our best guests to return. This practice of regularly quoting one person particularly knowledgeable in one subject area is common in TV, radio, print, and online, because it's often hard to find media-savvy experts. If you're a business leader who wants to appear in the press on a regular basis, be aware of the following traits that separate media darlings from media bombs.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.