While I’m going on about media coverage, here’s the golden rule: have opinions. It’s amazing how many people in business don’t seem to have an opinion on anything. It’s very hard for a journalist to quote somebody if they don’t want commit themselves at all.

The perfect media role is a pundit. If you can spout opinions and succinct analysis on a given topic, you will be like gold to journalists. Your will always be seen as an “expert”. No advertising budget can buy that kind of kudos.

Lawyers can get great media coverage because love arguing. Specialist lawyers can talk about particular business sectors. An economist who isn’t boring (most are) will also be a media star. Private client stockbrokers are in the media because they are used to talking to normal people rather than other bankers. But whatever area you are in, all you need is a few definite opinions to set yourself up above the rest in the media stakes. I don’t mean you have to shoot your mouth off. Measured opinions sound more credible than rants. But I do mean that you have to come off the fence.

I can tell from experience, if you ask 9 out of 10 fund mangers whether they think a particular sector will be up or down in six months time, 9 out of 10 will fail to have an opinion. One wonders why anybody entrusts them with their money, but there you are, that’s how they seem to get by in their profession. The one fund manager out of ten who does speak his mind might be wrong, but he or she will get media coverage. The chances are that nobody will remember what he or she said in six months time, when there will be a new topic to spout opinions on.

Of course blogs are a perfect place to express opinions all day long. I suggest that you start one now.