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How often do you read the news in the media?
Even if you never intentionally visit news websites, their stories are constantly finding their way into your day: in your browser, search results, recommendations, and news aggregators. A headline catches your eye - especially when the topic feels familiar or happens to be something on your mind right now.
And if the issue interests you, even in the background, there’s a good chance you’ll click and read.
Now imagine that the expert explaining the issue in that article is you.
That is a completely different way of reaching an audience. The person wasn’t looking for an expert. They didn’t even know your name. They were simply going about their day - and happened to discover you in the process.
Media coverage, both in major publications and more specialized outlets, is one of the tools we at SVETI use to build digital capital for experts and companies.
You don’t always have to talk about yourself
There are two main ways to work with the media.
In the first, we pitch an expert, a topic, or a fully developed piece to an editorial team.
In the second, a journalist is already working on a specific story and looking for an expert who can offer a professional perspective.
The second scenario is particularly valuable because the expert becomes part of a conversation the publication’s audience is already interested in.
You don’t have to convince someone to pay attention. The topic has already done that work for you.
For example, our team works with physician Ekaterina Nefedova. We helped identify opportunities for her to provide expert commentary to major national publications, including Arguments and Facts and Sport-Express.
The reader doesn’t open the article because they are specifically looking for a particular specialist to solve a problem. They may already know something about the subject, be researching it, or have a general idea of what solution might work for them. They simply want to hear another professional perspective.
As they read, they are introduced to an expert they may have never heard of before - and form a first impression.
If the substance of the article, the way the expert communicates, and the expert themselves inspire trust and resonate with the reader, the reader may at the very least remember the expert’s name. And, ideally, they may click through, look for contact information, and eventually book a consultation.
Media coverage keeps working long after publication
That is one of the most valuable things about being featured in the media.
A post on your own channel lives in a feed. An article published by a media outlet becomes part of the broader public information landscape.
It can be discovered through searches for a particular problem, an expert’s name, or a company. It can surface in recommendations, search results, and AI-powered tools that generate answers to users’ questions.
That is why we don’t look at media coverage as a one-time placement.
It is another point of contact where a potential client can discover an expert for the first time.
And that encounter happens in a remarkably natural way: the person came looking for information, not an advertisement.
These kinds of encounters with new audiences gradually build digital capital - a body of credible, high-quality mentions that continues to work for an expert’s visibility even when the expert isn’t publishing anything themselves.
For us, PR in the media is not about simply “getting into a publication.”
It is about making sure that when the right person is looking for information, they encounter your expert in exactly the place where they are already looking.
