Carly Bianco 
Thought leadership is a PR tactic used to showcase a client’s expertise, build brand awareness, and increase credibility. It’s not just about being an expert – it’s about being recognized as one by the wider community, or industry, that your client is operating in. To effectively position your client’s subject matter experts (SMEs) as thought leaders, PR professionals must have a strategic approach that encompasses research, understanding of the current media landscape, one-on-one stakeholder interviews, and ongoing engagement.
Read my tips to effectively position your client’s SMEs for thought leadership opportunities within any industry.
Schedule an Intro Call
Before you can position SMEs for opportunities, it is important to develop a deep understanding of their background, expertise, and, most importantly, their unique perspective. Hosting an introductory call is a great way to garner these insights. During this call, take the time to explore their specific areas of knowledge and past experiences, and identify key messages they would like to convey as well as a few topics they’re passionate about. Work with the SME to identify niche topics where they can offer a fresh perspective or innovative solution. Having a refined focus will help SMEs stand out among their peers once you begin media outreach.
On this call, you should also identify the types of opportunities the SME is interested in. Some experts love being in front of an audience, speaking at an event, or participating in a podcast – others may prefer to operate from behind the scenes, so an op-ed or contributed article might be more aligned with their preferences. Establishing a strong understanding of the SME’s strengths will allow you to tailor your media outreach efforts more effectively.
Pro Tip: Prepare an agenda with 5-8 thought-provoking questions about your SME’s background and industry trends – and send it at least 24 hours ahead of your call to give them time to review.
Do Your Research
Once you have a clear understanding of your SME’s expertise, the next step is to identify the right media opportunities. Conduct thorough research to find outlets, journalists, events, and platforms that align with your SME’s expertise and interests. Seek out publications that frequently cover topics relevant to your SME, with a readership that would benefit from their insights.
Create a targeted list of media outlets and contacts who are likely to be interested in your SME’s perspective and present your SME with a range of opportunities that align with their goals and interests. Once you begin your outreach, personalize it for each publication and highlight the specific ways your SME can add value to the outlets reporting.
Pro Tip: Be creative! In addition to traditional media, consider industry blogs, webinars, newsletter features, speaking opportunities, and LinkedIn articles – a mixture of these mediums can help share your SME’s expertise with a broader audience.
You’ve Secured an Opportunity – Now What?
Once you’ve secured a thought leadership opportunity for your SME, guide them through the next steps in the process. If they’re scheduled for an interview, whether it’s virtual or in-person, prepare a media briefing document that provides background information on the publication and reporter and outlines any essential key messages the SME wants to convey. If they don’t typically participate in interviews, schedule an interview prep session to help them prepare. Then, plan to sit in on the interview, take notes for follow-up questions, and help guide the conversation, if necessary.
If you’ve secured an editorial opportunity, work with your SME to develop a topic and be available to provide assistance throughout the writing process. Be sure to share editorial guidelines with your SME and keep them apprised of any upcoming deadlines. Once completed, manage the article submission process and oversee all communications with the publication as the article goes through the editing process. Once the content is published, encourage your SME to share it with their company as well as their social media network to increase visibility and amplify reach.
Pro Tip: Stay in touch! Once the opportunity has concluded, plan to reconnect with your SME on a quarterly basis. These calls will help you stay up to date on the latest industry trends and topics that are top of mind for your SME.
In Conclusion
Effectively positioning your client’s SMEs as thought leaders requires a strategic blend of preparation, research, and ongoing engagement. Thought leadership is an ongoing effort, and by staying connected to your SME and continually refining your approach, you’ll help them build and maintain visibility within their industry.
For more insights on thought leadership strategies from Maven, check out Abby’s “Leveraging Thought Leadership in Your PR Strategy” and Emily’s “Demonstrating Thought Leadership, Without Having to Rely on Traditional Media.”
Posted In Media Relations, Thought Leadership