becoming an oft-quoted expert
TRANSCRIPT
How to Turn Business Pros Into Oft-Quoted, Well-Known, Industry Experts
Becoming An Expert
back
grou
nd Agenda• A word about Abel Communications• ‘Round the Room• Developing Experts Step-by-Step• People• Agencies
• Q&A and Wrap Up
back
grou
nd Abel Communications• Established in 2005• Headquartered in Baltimore City• Office in Harrisburg, PA• Growth oriented• Experts in raising the profile of
professional services organizations. • Always learning
clie
nts
step
-by-
step Developing
Experts:Individual
Thought Leaders
wor
ds t
o liv
e by “If you sell something, you make
a customer today. If you help someone, you may create a customer for life.”
Jay Baer- Author of Youtility, Why Smart Marketing is About Help Not Hype
an e
xper
t ro
le
mod
el Discuss – Who do you think of when you think of an “expert” or “thought leader” ?
beco
min
g an
ex
pert What Organizations Should
Consider
Who at the organization really is an EXPERT?
What makes someone an
expert?
What are the
behaviors and habits
of experts?
Why do experts get
hired?
beco
min
g an
ex
pert Qualities of an Expert
Experienced
Credentialed
GenerousAvailable
Bold
beco
min
g an
ex
pert What an Expert Provides
More & Better
Business
Credibility
Awareness
Improved Morale
Measure Impact Via Clicks, Comments, Leads +/or Awareness
beco
min
g an
ex
pert Activities of an Expert
WritesSpeaks
in Public
Wins Awards
Joins Boards
Appears in the Media
expe
rt c
ase
stud
y Rob Glus, Conrad Siegel Actuaries
When we met Rob, he was a mild-mannered actuary, with no idea as to why he was going through media training.
expe
rt c
ase
stud
y From back office to in front of the camera:
Phase I – Getting Ready• Media & Presentation Training• Professional Photos – don’t skimp! • Concise Bio• “Reps” in the form of corporate video
and blog – low pressure, friendly audiences
• Writing articles on areas of expertise
expe
rt c
ase
stud
y Phase II – Getting in the Spotlight • Speaking Engagements
• Associations• Sponsorship/Partnership
• Award Nominations• Media Relations
• Expert in Understanding ACA (“Obamacare”)
• Expert in all things health benefits related
expe
rt c
ase
stud
y
expe
rt c
ase
stud
y
cont
ent
for
PR Got a placement? Repurpose. Tweak. Don’t reinvent the wheel.Share in Social
Post to News on website
Write a blog post
Put out a press release
Add to email signature
Email to your list
Make a short video
Reformat for other mediums & audiences
test
imon
ial q
uote
“The PR work we have done has certainly raised the profile of our firm in the health area, and me personally as well. It’s is hugely beneficial for us to be considered the experts on specific topics and I can feel our credibility has risen dramatically over the past few years.” -Rob GlusConrad Siegel Actuaries
(hidden benefit of Expert Development)
tips
to
deve
lop
expe
rts Tips to cultivate your experts:
• Find people with a generally positive outlook and self-image
• It’s not about perfect – experts need reps, opportunities
• Not every opportunity is not going to be a perfect hit
tips
to
deve
lop
expe
rts Tips to cultivate your experts:
• Give it time – momentum builds momentum
• Highlight successes aggressively• Always offer (perhaps insist) on ghost
writing – “You talk, I’ll write” • Take time to de-brief when possible• Ask for feedback from media (“Good on
TV vs. Bad on TV”)
step
by
step Developing
Experts:Agency Thought
Leadership
expe
rt c
ase
stud
y
expe
rt c
ase
stud
y Content marketing driven expertise
expe
rt c
ase
stud
y
expe
rt c
ase
stud
y
expe
rt c
ase
stud
y
expe
rt c
ase
stud
y
Message Clarity – the Leader in Marketing Places
Focus on Economic Development & Tourism
case
stu
dy Establish Expertise/Thought Leadership
Speak at Conferences
Write Bylined Columns & Blogs
Conduct & Share Research
Share Industry News
Core Basics
case
stu
dy Employ Creative Strategies and Tactics
Don’t just speak at conferences, create YOUR OWN Conference• Bring Your Target Audience Together
for a Peer-to-Peer Forum • Design as a “Break-Even” Proposition
crea
te a
n aw
ards
pr
ogra
mDoes your industry have a “40 Under 40” Competition? • To maintain integrity, have a 3rd party
judge• Publicize in the winners’ hometown
papers• Create as blog content
crea
te a
nd s
hare
re
sear
ch Create and share helpful industry research
expe
rt c
ase
stud
y
step
-by-
step Developing
Experts:What the
Media Wants
wha
t th
e m
edia
w
ants
What a 20-year Reuters Reporter said about GREAT sources (aka Experts)
Always available. Willing to give a quote, not a sermon.
Awesome credentials.
Offers up interesting info I may not have
thought of.
Doesn't ask for "quote check" to make sure I got it
right.
Keeps up with the news so I don't have to teach them what
I'm asking about.
med
ia r
elat
ions From The Washington Business
Journal
Someone who is accessible.
Someone who is articulate and not
afraid to be provocative.
Someone who can always give me the “so what?” or the “what’s
it mean.”
Someone who can provide both the big-picture takeaway and can get down in the
weeds.
Someone who’s honest and not averse to
pissing people off on occasion.
med
ia r
elat
ions From The Washington Post
A great source is fluent in conversational English and capable of translating her
profession’s jargon into laymen’s terms.
A really great source tips you off to story ideas that aren’t about
his company or his work and from which he does not stand
to gain anything except for your own loyalty and respect.
wra
ppin
g up Discuss/Consider:
Are experts/thought leaders born or made?
Who are the experts we trust? What do they have in common?
What research topic can your business/agency/organization ‘own’?
Are YOU an expert? How can you showcase your own expertise to improve results?
wra
ppin
g up
Q&A