TV and printed news journalists often need to find an expert who can talk on a given topic. I have a friend who is (he thinks) the only Welsh-speaking astronomer in Wales, so he is always getting called by the Welsh-language TV and radio stations to make a comment about almost anything scientific.
Reporters simply don't have time to start looking for somebody if there is a breaking news story. They need to consult a list, find someone who should be able to say a few words, and contact them within minutes of the story breaking: otherwise they can be scooped by another medium or (worse) might say something stupid because they have not been able to consult an expert.
Contact your local TV station, radio station, or newspaper and tell them about yourself. It helps if you have an area of expertise that is likely to be newsworthy-for example, if you are an airline pilot, fire safety expert, or finance expert-but obviously your expertise must link to your business, otherwise there will be little or no PR value for you.
You may not be called upon very often, but, when you are, your company name will almost certainly be used (since it explains why you are a credible spokesperson) and your status will be enhanced considerably.
A further plus is that you will usually be paid an appearance fee- nothing big, but almost always worth while. The PR value to you in the eyes of your staff, customers, and financiers is obviously very large indeed-as long as you don't say anything too silly, of course!
Throughout the country there are organizations such as Rotary Clubs, Chambers of Commerce, Women's Institutes, and even universities where guest speakers are welcome. Trade organizations such as the Chartered Institute of Marketing hold regional events every month at which a guest speaker is invited to present. All of these speech-giving occasions are an opportunity for the speakers to plug their companies by presenting as the expert. Contact your local organizations and offer to give a speech. You will probably need to make it accessible for a general audience, and you will certainly need to make it lively and fun.
Most such organizations will be looking for a speech from an expert, on a topic of interest to the membership: you should not try too hard to plug your business, but you will obviously be using anecdotes from your own experience. Structuring the speech is straightforward: begin by telling them what you are going to tell them (i.e., explain what the topic is), then tell them (give them the main content of your speech), then tell them what you just told them (sum up and conclude).
If you aren't used to speaking for an audience, remember that the most effortless-looking speeches are usually the ones that have involved the most preparation beforehand-you need to go over and over what you want to say until you are fully confident.
Don't stand stock-still reading from notes, do use marker pens to draw on flip charts or dry-wipe boards, don't use PowerPoint unless you really have no choice-audiences find it extremely boring nowadays. Talk to your audience in the same way you would talk to an individual-crack a few jokes, ask a few questions. There are plenty of books around to advise you on public speaking, but mostly it comes down to relaxing and just talking about what you know!
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