PR Tips for Subject Matter Experts
Think about your favourite subject matter experts or a great interview you’ve seen recently. What is it about them that you like? The most successful experts are regularly invited back on shows, to submit columns, or given recurring guest spots because they’ve invested in themselves.
Whether your field of expertise is real estate, child psychology, fashion or the environment, a few things are universal. Regardless of your subject of expertise, you are your brand. First impressions matter. A great first impression is memorable, increasing the likelihood that you’ll be invited to contribute again. And like with any business, you need to invest in it. In this case, you need to invest in yourself.
Here are three steps you can take to put yourself, your brand and your expertise at the forefront.
1) Book media training
Wow producers with a natural, friendly and polished interview. Despite how easy some interviewees make it look, it’s not that easy. Many CEOs, politicians, actors and brand representatives have taken media training to help refine their interview skills. A skilled media trainer can help you become aware of how you’re presenting yourself from messaging delivery to body language. Are you saying um too many times? Do you have distracting mannerisms? Do you look up and to the left when you’re thinking? All these factors contribute to how people perceive you, and ultimately if you seem trustworthy. Media training provides you with awareness of your presence, tips to get your message across and help refine your on camera presence.
2) Enroll in a writing class
If you’re hoping to contribute regularly to a newspaper, magazine or online outlet, a writing class could be a smart move. Newsrooms are short-staffed, with limited resources. While there are never any guarantees of publication when you’re submitting an article, a well-written piece that requires little to no copy editing and meets the style of the publication is more likely to be run.
3) Subscribe to industry news
I can’t emphasize this one enough! By knowing what’s happening in every area of your industry, and what’s generally newsworthy, you can identify opportunities to contribute your expert opinion. This could be an essential angle the media might not be covering or even aware of. Use your expertise to offer an informed and unique perspective. Remember, the news moves quickly and a timely expert opinion is valued, but if you’re two weeks late to the game, news outlets have already identified other experts and you’ve likely lost your window of opportunity.
Interviewing, writing and pitching yourself are skills and you need to practice them, but with repetition and experience, the process will get easier and feel more natural.