1. Learn about the international media. Read websites, journals and listen to web radio. Show that you know something about a media outlet when you talk to them.

2. Keep in touch. Even if you can’t imagine any way of providing something to a reporter, make sure that you keep in touch with them by adding them to your newsletter list (you do have a newsletter don’t you?), or by sending them something of interest, such as a link to a website or a copy of your book. One day they will call you with an interview request.

3. Make an approach. Talk to radio and TV station editors. Make a connection between their programming and your expertise and book’s subject. Offer to be interviewed at any time, at very short notice.

4. Sell a story, not information. Human interest works well. So does conflict. These things are of interest everywhere in the world. The more unusual the story, the better.

5. Make a commitment to the media. Decide what you want to achieve – a radio interview on BBC World for example. Put a timescale on it, write it down, and pin it up near your desk, where you see it every day. Keeping your goal in mind at all times will focus your behaviour, and make your goal happen.

6.  Be responsive. Develop a reputation for getting back to people very quickly. Once you get into the habit, you’ll find that it is easier to deal with something immediately. Most stories need only one sentence from you.

7. Know what you do. Far too many authors try to offer too many options to their target market. If you were going into hospital, would you rather be operated on by a generalist or a specialist? People respect expertise, and know that no-one can be an expert in everything. People want to do business with experts – and that means being a specialist.

8. Get media trained. No-one is a natural interviewee. Make sure that you know how to perform professionally, and your professional profile will benefit.

9. Practice what you preach. The best advert for your expertise is you. If you’ve written a book on efficiency then make sure that you are super-efficient. If your book is on marketing then make sure that your marketing is effective as possible.

10. Become an expert. Offer to speak about your area of expertise. Write articles, give interviews, and make yourself available to answer questions from journalists. Becoming known as a recognised expert in your field is one of the best ways of attracting new readers and raising your media authority.