When you want something, the most logical thing to do is pitch yourself. Whether it is to get exposure on a talkshow or be featured in a newspaper article, your first instinct is to tell people why you deserve the spot. The only problem is that there are usually a hundred other people vying for the spot too. How do you stand out when your pitch is just a baby drop in the ocean?
The key is to make them want you. You want to be sought after and you cannot do that without authority. Authority is related to association and the bigger people you know, the bigger they can make you. How do you do this?
Instead of becoming another insignificant person asking for a favor, become someone who can provide value to them. Pull them to you with a proposal for you to talk about your specific subject area in a special segment. Attract them towards you with a creative proposal and you will stand out in comparison to all the other people asking for something. If you can make yourself seem like someone who can help them, they will want to help you.
The benefits of this include a broader audience, creating more authority, and attracting people. When you share the stage with others, you are more likely to gain a bigger audience. Some people from their audience might wander over to your because you peaked their interest. Furthermore, when you work with prestigious companies, you get authority. Customers will come to the company who seems most competent and an expert in their respective field.
You want to expand the number of people that you touch and have them become loyal to you and your authority.