From local radio to Netflix: How to become a Go-To Industry Expert

Clare’s journey from local radio contributor to internationally recognised TV expert underscores the importance of strategic public relations (PR). Whether you're an entrepreneur, a business owner, or an aspiring thought leader, her experience highlights how even the smallest media opportunities can have a significant impact. Let’s delve into Clare’s story, the lessons learned, and actionable tips for establishing your own profile as a go-to expert in your field.

Building an Expert Profile: Clare’s Journey

Clare didn’t start on Netflix; her first media appearance dates back to 2010 when she was discovered on LinkedIn by producers for BBC Breakfast News. Recognising her insightful posts and professional expertise, they invited her to share her thoughts on retail trends, marking the start of her media career. Over time, her clear, authoritative voice and deep knowledge of retail positioned her as a trusted expert.

Consistent appearances on platforms like Sky and CNN and other news outlets have cemented her reputation, demonstrating that building a profile is about persistence, preparation, and a willingness to start small. Every media opportunity—whether local, national, international or niche—adds credibility. Clare’s ability to adapt her expertise to different audiences has been key to her success. Her recent Netflix/Aldi  appearance, where she dissected the supermarket’s operations and consumer strategies, resonated with millions of viewers, showcasing not just her knowledge but her ability to connect with a wide audience.

Leveraging LinkedIn for Expert Positioning

LinkedIn was pivotal in Clare's career, serving as the platform where BBC Breakfast News discovered her back in 2002. This underscores the importance of maintaining a professional, up-to-date LinkedIn profile. A well-crafted profile with clear descriptions of your expertise, achievements, and services can make you visible to journalists, producers, and potential clients.

Beyond your profile, LinkedIn is a space to demonstrate thought leadership. Regularly posting insights, engaging with industry articles, and commenting thoughtfully on relevant topics can position you as a proactive and knowledgeable expert in your field. Networking on LinkedIn, whether by connecting with peers or joining professional groups, further expands your reach and influence.

Investing time in LinkedIn is not just about opportunities—it’s about staying relevant and top-of-mind for decision-makers in your industry.

Clare's Media and Speaking Highlights

Over the years, Clare Bailey has built an impressive portfolio of media appearances and speaking engagements that reflect her expertise and authority in the retail sector. Starting with her 2002 debut on BBC Breakfast News, Clare has since been a regular voice on various platforms. Her credits include appearances on ITV News, Sky News, and Channel 5 News, where she has provided insightful commentary on retail trends, consumer behaviour, and economic shifts.

In addition to her media work, Clare is a sought-after live retail expert speaker at conferences. She has delivered expert insights at events such as Retail Expo, representing SAP, and has recently served as a retail expert for training videos with SumUp. These opportunities showcase her ability to communicate complex retail strategies to diverse audiences, both in-person and online.

Clare has also been featured on Channel 5, where her analysis of the retail industry resonates with both business leaders and everyday consumers. More recently, her role in Netflix’s 24 Hours in Aldi brought her insights to a global audience, solidifying her reputation as a go-to expert in her field. These diverse appearances highlight Clare's adaptability and ability to connect with a wide range of audiences, from industry insiders to the general public.

The start of Clare Bailey’s media career

• 2002 First national Conference speaking event
• 2007 First local radio interview
• 2010 First national TV appearance on BBC Breakfast
• 2011 Approached by a publisher to write her first book
• 2012 Published her first book “The Retail Champion: 10 Steps to Retail Success”
• 2013 Published her second book “How to Sell to Retail: The Secrets of Getting Your Product to Market”

 

Why PR Matters for Business Growth

For business owners, Clare’s story demonstrates how strategic PR can transform a career. Starting with local radio and LinkedIn visibility, she built a strong media presence over two decades. Even small opportunities, such as contributing to niche blogs or appearing on local channels, can snowball into larger exposure. Each appearance strengthens your credibility and places you as a trusted voice in your industry.

Effective PR doesn’t always mean landing a Netflix documentary—it’s about consistency and the right messaging. Clare’s example also underscores the importance of being ready when opportunities arise. Whether it's developing your media skills, refining your LinkedIn profile, or practicing soundbites for interviews, preparation is key. For those looking to establish themselves as experts, Clare advises leveraging every platform available, especially digital channels like LinkedIn, which first connected her with BBC producers in 2002.

Media exposure isn’t just about vanity metrics like viewership; it’s about creating opportunities. Clare’s experience is proof of how visibility can generate real-world results. The two enquiries she received following the Netflix feature illustrate the ripple effect of raising your profile. Media appearances reinforce trust, spark conversations, and remind people of your expertise—even those you haven’t spoken to in years.

Ultimately, PR isn't just about visibility; it's about creating trust and opening doors to new business opportunities. For businesses, PR can drive awareness, attract new clients, and open doors to partnerships. Whether it’s a podcast interview, a guest blog post, or a segment on national TV, every mention builds your brand’s authority. Clare’s story shows that it’s not about where you start but about showing up consistently and strategically.

 

Tips for Becoming a Go-To Expert

If you’re inspired by Clare’s journey and want to raise your own profile, here are practical steps to get started:

1. Start Small, but Start

Clare’s first media appearances were on local radio. Don’t underestimate the value of smaller platforms—they’re great for honing your message, building confidence, and developing a portfolio of work. Reach out to local newspapers, community radio stations, or industry blogs to share your insights.

2. Leverage Blogging and Guest Posts

A blog is a powerful tool for showcasing your expertise. Regular posts on your website not only position you as a thought leader but also boost your SEO, making it easier for media outlets to find you. Guest blogging on established sites within your niche is another excellent way to reach a broader audience and demonstrate authority.

3. Network with Journalists and Producers

Building relationships with media professionals can open doors to new opportunities. Follow journalists on LinkedIn, engage with their work, and offer to provide commentary on topics within your expertise. A while ago the same could be said for Twitter (aka X) but this is less relevant these days. Increasingly today Instagram is a good showcase to show your journey and attract attention. Press releases, when used strategically, can also help you get noticed.

4. Prepare and Practise

Media appearances require preparation. Clare’s seamless delivery on shows like 24 Hours in Aldi didn’t happen overnight; it’s the result of years of practice. Before any appearance, research the outlet’s audience, anticipate potential questions, and practise delivering concise, impactful answers.

5. Seek Expert Media Training

For those serious about making an impact, investing in media training is invaluable. Clare herself offers sessions to help business owners master the art of interviews, craft compelling messages, and navigate the media landscape with confidence.

6. Outsource

Like many successful business people, Clare doesn’t attempt to do all of this alone. Focussing on where her strengths and interests lay she has built a core team around her to maximise her time and results. Working with both a creative and technical team tasks such as website design and optimisation, SEO and social media management can be outsourced. One person can not do it all and it’s important to build a solid support network. Play to your strengths; if you’re not confident in writing copy then an SEO copywriter can help. If you don’t enjoy social media then a social media strategy and content plan written by a social media manager is a must.

Embrace Every Opportunity

The key takeaway from Clare’s journey is that every bit of exposure counts. Whether it’s a feature on local radio or a hit Netflix series, the cumulative effect of these opportunities can elevate your profile, expand your network, and grow your business.

If you’re a business owner or entrepreneur looking to explore media outreach, enhance your expert profile, or gain confidence in front of the camera, Clare can help. If you want an expertly ghost-written copy or a new website to showcase you or your business, her team can assist.  Get in touch to book a session and start building your path to becoming the go-to expert in your field.

Clare Bailey’s story is a powerful reminder: PR isn’t just about being seen; it’s about being remembered. Start where you are, embrace the journey, and watch as even the smallest opportunities open the door to big successes.