PR Basics - Baseline PR Visibility - Sharing Your Expertise

Posted on Jan 17, 2012 in CHI University
Tags: public relations, marketing communications, pr, pr tips, pr basics, social media marketing, baseline pr, integrated marketing communications

You’re good at what you do. In fact, you’re not just good, you’re an expert. After all, it’s this unparalleled knowledge that’s gotten your company to where it is today. But what good is this expertise if your organization is the only entity that knows it? Sharing your expertise with the public is an incredibly effective way to establish yourself as an industry expert, paralleling your brand with the respect and credibility that goes with the top experts.


If I’m the Expert, Why Share my Secrets?

You might want to know some more reasons why it’s important to share your expertise, outside of the obvious reason being visibile. Why let everyone in on your acquire knowledge? Why share your expertise?

  • You position yourself as an industry expert – People will look to you for answers once you’re established as a credible source for industry expertise.
  • You build visibility and credibility with prospective customers – The more people who are exposed to your company and brand, the more people they will touch with that information and the more people those people will touch. Word of mouth is one of the most important factors for PR, and success.
  • You provide a taste of what you have to offer – This results in repeat customers. Sharing your expertise whets the appetite of people looking for the information you possess, imploring them to seek more.
  • "Quotability” implies leadership – When you share your expertise, it becomes quotable. Meaning, that piece of coveted knowledge came from you, establishing you as a front runner or leader for information.


Not all Expertise is Sharable Expertise

Expertise is such a broad term, especially when we’re talking about your business. So broad, in fact, that we need to discuss the type of expertise to be shared with the public. Basically, you want to share with other what you think they want to know. What are you an expert on that others would be interested in? Some examples of what types of expertise to share include:

  • Tips – Share tips to help others gain the knowledge you do about specific subjects. Some examples include “Five things you should know when choosing a machine shop for your critical components” or “Eight mistakes not to make at tax time.”
  • Advice – What’s better than advice? Good advice. And as an industry expert, you have the best advice to bestow. Try an “Ask Randy” or “Ask Renee” formula to keep things interesting.
  • Q and A – Setting up a Q and A format to share your expertise engages your audience. You can also phrase this as “Six questions to ask your financial advisor.”
  • Cautionary Tales or Anecdotes – Tell your audience just how you acquired this expertise – from experience. Anecdotes are a great way to connect with the public.


I Have the Right Expertise and I’m Ready to Share. Now How?

When you’ve determined that you have valuable expertise to share, outside of mastering the intricate office copy machine, it’s time to spread the word. How do you share your expertise?

  • Alert media outlets to the subject matter you are prepared to disperse
  • Periodically (and regularly) issue tips, Q and As or anecdotes – This builds familiarity with what you have to say, concreting you as an industry expert with indispensable information.
  • Pitch an outgoing segment or feature to an appropriate media outlet
  • Contact CHI for help – Our expertise is getting your expertise out there.
  • You may be thinking, “This is all fine and good, but what happens when I run out of expertise to share?” This is where repurposing comes into play. Get the best bang for your buck by repurposing your expertise in new and unique ways, spreading it across many different channels, touching as many people as you can while still using the same information. How?
  • Repurpose stories and clips. Obtain permission for reprints or post links directing back to your website.
  • Coordinate visibility through social media including Facebook, Google+, Twitter, YouTube, blogs, LinkedIn.
  • Issue copies, CDs and DVDs to your customers and prospects.
  • Showcase in print or e-newsletter.
  • If you have foot traffic at your brick-and-mortar location, run a looping video or post articles in your lobby or welcome area.

Now that you’re equipped with the knowledge on how to share your news and expertise, it’s time to increase your baseline visibility in the above ways. Seems pretty manageable, right? We thought so. Looks like you’re ready to move onto the next step.

There’s one more vital avenue in which to get your news, expertise and brand out there – the internet. An integral part of increasing your visibility is doing so online. More than 80% of people seek out information they need by searching on the internet. Making sure you’re exposed here is critical to visibility. As the final part in our Baseline PR series, we’ll examine PR, Visibility and SEO and how they’re all interconnected.

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