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