By Kim T. Gordon

Day after day, from Oprah Winfrey to your local newspaper, you see the opinions of experts noted in the media. Do you ever wonder how you can become a recognized expert in your own field and what the benefits to your business might be?

"The advantage of getting quoted by a reporter is that it immediately positions you as an expert. Then you can use the publicity as a merchandising tool to improve your credibility and help you increase sales," says Los Angeles media relations specialist Michelle Vazzano, who has more in 15 years of experience placing the comments of the experts she represents in the press.

Hiring a publicist can help you become a quotable -- perhaps even famous -- expert. But if a publicist isn't in your budget, you can do the legwork yourself. Here are the key steps:......[read more after logging in]

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