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Melting Media Gatekeeper Walls: 8 Ways To Establish Your Credibility Online


In today’s world filled with experts, influencers and online coaches, building and maintaining your credibility is essential to cut through the icey receptions you may initially receive from editors and producers. Often, people don’t know what is going to breakthrough the blockade and establish and maintain media credibility, as there are so many opportunities available online to increase exposure.


Here are eight mistakes I see often in my work with authors and life coaches. I offer tips on how to navigate around them to melt the icey block you can see through but not always crack through to win media support.


1. Paying a website to be ‘an expert”. One of the most common issue I see are experts who position their work on websites that require you to pay them for ‘expert status’. Trustworthy media outlets don’t charge their experts, as it diminishes the credibility of both parties. Exposure secured that isn’t primarily focused on credibility become advertising. While in some cases that can be helpful, know what you are getting into and the risks versus the benefits of that kind of exposure.


2. Industry specific online placements. Experts who only positioning their bio and work on websites that are industry sites like Psychology Today are not utilizing the additional credibility of media placement that genuinely focuses on research based, human interest and/or news related resources. This kind of credibility is essential for long-term success and lucrative book deals.


3. Quoted expert. While it never hurts to be quoted and to add a new quality logo to your media page, securing only these kinds of multiple one-off media placements rather than securing select featured contributor placements can keep you on the lower end of the credibility scale. Showing you are an ongoing resource and trusted authority on reputable sites, which does not always mean ‘big’ sites, is the next level up in expanding trust with your audiences.


4. Selling, versus connecting, as your focus. Providing resources like courses, books and other options that primarily lead to building your social media and to sell products can create a serious block for additional quality media opportunities. It is better to offer an authentic message as a trusted resource on your website and on key media outlets to establish genuine credibility. Quality comes before quantity when it comes to build your media platform.


5. Business presentation. I see it every day. A beautiful website and a quality expert, but who fails to have a privacy SSL and updated copyright on their website. Many browsers will not allow sites to pull up without the SSL and are flagged as a risky site. Updating your copyright every year is basic ‘must do’ business and shows top-tier media if you are on top of your presentation. They will take you more seriously if your business and messaging are all properly presented, as this will reflect on them as well.


6. Website focus. When people come to your site do they see you or do they see themselves? Their issues, questions and potential problems and areas for growth should be the key messaging for your website. Your bio and products/services should not be splashed all over your home page. Credible experts connect first to establish trust, and communicate in detail to inform. Providing a website focusing primarily on you and your expertise, rather than initially focusing on your audience and their needs is a mistake many make. This can easily be corrected with the initial focus on your audience. Once they feel a level of trust and connection, they will spend all the time needed to learn more about you.


7. Hiding your credibility. Placing media logos and content inside your site rather than prominently positioning both on the home page to establish connection and credibility is another mistake I see often. These elements are two of the most important aspects to generate trust and connection and should therefore be clearly displayed on your home page.


8. Expert presentation. There is a key difference between ‘media experts’ and ‘influencers’ in the eyes of a coveted media outlet. Editors and producers initially look for credentials. When that isn’t available and they are captivated with your messaging, bring in 1-2 research citations to demonstrate you are an expert based on your connection to the topic and key leaders in that arena. Failing to provide content that is research based if you lack credentials is an easy mistake to make. It also can be an issue if you have too many citations in an article. Include 1-2 in each article with the remaining focus on that specific issue.


As journalists and producers come across your work often and consistently see you do present yourself as an expert or resource they can trust, the ice melts and they come to rely on you. Credibility is one of the top factors in creating an in-demand, go-to expert media platform. Audiences will follow you daily, even without constant social media prompts.

© Copyright Anne Leedom All Rights Reserved.

Anne Leedom founded Leedom PR, an online PR and expert presentation management agency for authors, experts, speakers and life coaches who wish to promote their work through media contributor positioning. Anne provides conversion consulting, content presentation strategy and her proven Emotional Branding Design™ system to build media platform with impact. Leedom PR is based in California. For more inform visit



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