What is stopping some major organizations from platforming their in-house know-it-alls?
Back in the halcyon days of talk radio, my colleague Dan Delmar and I were starry-eyed producers for Montreal’s CJAD radio. It was tough coming up with fresh and captivating content five days a week, so anything that made our jobs even remotely easier was welcomed with open arms.
For current affairs programming, experts are considered especially important to lend context to complex topics. A solid expert — someone who is knowledgeable, enthusiastic, accommodating, credible and a great communicator — is worth their weight in gold.
For example, if the newsroom is reporting that coyotes are coming into Montreal via the Deux Montagnes rail line, then I want a wildlife expert on air to discuss the implications of this species entering an urban environment.
Whether you’re a tax lawyer or real estate broker, at some point a media producer or journalist may seek out your expertise. With organic, earned media harder and harder to come by these days, it’s important to have at least a basic PR plan to give you an edge over your competitors.
Mainstream media cutbacks and declining opportunities notwithstanding, there is still ample space in media to showcase an organization’s all-stars. On a website, doing this can be as simple as adding a “media” or “experts” page, but why stop there? From refined thought leadership to podcasting and media coaching, here is how to build a credible path for experts who are not influencers but actually influential.
Get In Sync
While reminiscing, it occurred to us that many past experts we had booked for radio interviews are much less active today, yet they have even more experience and wisdom to share. What is stopping some major organizations from platforming their in-house know-it-alls?
The first step in maximizing your in-house talent is to recognize who they are, what they bring to the table and how that syncs up with your mission. Yes, you hired this person because they possess a particular skill set that supports organizational objectives, but developing spokespeople or media talent is about so much more than a job description.
When you find yourself in the fortuitous position of having landed someone truly exceptional, take the time to learn what captivates them and how that aligns with your mandate. We all know what it is like to feel disconnected from our work – that existential void of simply going through the motions for a paycheck. So how does one fuel the inspiration that leads to greatness?
To bring out the best in your experts, you must allow them to be themselves while standing on common ground. What points in common are there between your organizational mission and their personal mission or sense of purpose? What captivates your expert(s)? Do they feel intellectually and professionally challenged? And do they have the space within the workweek to scratch those itches?
It starts with a simple conversation or brainstorming session to begin setting parameters for how your expert can most effectively communicate their excellence to the industry.
Experts may feel uncomfortable promoting some aspects of the organization’s work and this should be accommodated to some degree, so long as no professional or ethical contradictions exist. Your brand pillars are important but they are not etched in granite; accept input from your best people, establish shared goals and grow together.
Report for Basic Training
If a leader believes an employee, manager or board member, for instance, has the potential to elevate the brand in the public sphere, then consider asking the person to take part in a media training boot camp. These skills can be widely applied throughout their professional journey, inside or outside the organization.
One of the consulting services on tap here at TNKR that even seasoned experts can benefit from is a basic ‘media coaching session’ to evaluate how a brand ambassador communicates important information — potentially life-saving information, in the case of some healthcare communications. For doctors, lawyers or other leaders in civil society, translating expertise into captivating content is an indispensable skill that requires practice and, optimally, third party feedback.
Again, this begins by establishing commonalities. Learn to speak your expert’s language and agree on messaging that makes sense for both parties; modern audiences are surprisingly intuitive and can tell when someone is disingenuously regurgitating someone else’s talking points. Work with experts to create messaging that is uniquely theirs or give those who can think well on their feet the freedom to improvise; when we feel a sense of ownership for an idea or argument, it elevates passion and authenticity.
If you aspire to broadcast on radio, TV, online or otherwise, having a few customized tips and loose talking points handy on how to deliver key messages is essential to success. Watch news programs that feature panel discussions, like The House or Power Play, and see how those professionally trained to deliver lines do it, while keeping in mind that experts needn’t be as polished as our most prominent pundits.
Also remember to provide them with the proper technical tools needed to be an autonomous communicator — for podcasting and interviews, even from home. A recent TNKR blog offers suggestions both affordable and upscale for occasional media appearances or professional remote broadcasting, like the popular plug ‘n’ play Blue line by Logitech.
Create, Creator!
Every organization’s media mix is different. For some experts, a monthly thinkpiece or quarterly newsletter is plenty to stimulate industry discussion or generate leads; for others, a full compliment of blogging, social media, audio and video podcasting, and public relations consulting is needed to make the desired impact. The important first step is to just start creating, even a rough draft or pilot episode for internal discussion purposes.
Easier said than done, right? While the means and methods are more accessible than ever, especially with ChatGPT, Gemini and other AI tools, not everyone has the time or internal resources to produce refined content effectively and consistently. At the highest levels, technical expertise to produce, for example, a publish-ready commentary piece or radio-quality recording while simultaneously helping to promote high-impact conversations and industry thought leadership that fits the organizational brand… that’s the added value of a team like ours. We actually encourage clients to play around on their own with writing, recording or AI tools, then to let us know when the content is ready to be refined, edited, distributed and promoted.
Commentary pieces, podcasts, newsletters and other thought leadership delivery mechanisms will not only add value to your web properties but become a key component of the research undertaken by journalists or producers to establish an expert’s credibility. We love a communications strategy that you can hang your hat on, and a rich bank of self-produced content demonstrates unparalleled depth.
Be the Benchmark
By no means is this a beauty pageant or popularity contest, but optics do matter for better or worse.
First and foremost, you want to appear presentable and trustworthy in the eyes of your audience. As to the former: clean, crisp clothing is a must; avoid busy patterns and loud colours that may cause visual distortions on video. Unless dressing down is part of a particular media experience, then you can almost always default to business formal.
But perception transcends mere physical appearance; you also want to be certain that everything attributable to your expert is not only factually sound but also in line with your brand and overall tone. Never forget that this person, no matter how intelligent they may be, represents the entire organization online and in media. In an age of volatility and instability, there can be little room for misrepresentation; an editing-approval process that is constant throughout all PR activities is necessary.
Finally, make experts your point-person in tracking, reporting and incorporating industry trends and developments. Knowledge is not static, nor is it of any use to you unless put into the proper context.
This is the essence of investing in expertise: a perfect loop of fulfillment, authentic engagement and positive perception. As much as we’d love to sell it, you simply can’t buy these kinds of results.
Christopher Paré is an Editor and Consultant with TNKR Media.
pare@tnkr.ca
Photo: National Cancer Institute via Unsplash
