Expert (adj) highly practised and skilful, or well informed, on a subject – (n) a person who is expert in a subject; (attrib.) of or being an expert. #OxfordEnglishDictionary
The Oxford English Dictionary defines an #expert as a person highly practised and skilful or well informed on a subject.
But while you may have these attributes, proving it to people who do not know you is another matter.
Fortunately, there are two distinctive #PR and #communications routes at our disposal to highlight exactly why you have earned the right to be described as an expert in your niche sector.
First, there is traditional ‘indirect’ press and PR activity route, the ‘nuts and bolts’ of our industry.
Here you’re seeking third party endorsement via print, broadcast and online media. This can be achieved numerous ways to do this – including news stories, contributions to a sector-specific features, bylined articles or expertise columns. A regular flow of press releases to trade and business publications and ongoing contact with editors and journalists, who write about your niche sector, are also essential to position you as a thought-leader or expert.
What do you want to contribute to these journalists and editors?
The answer is simple.
Anything that forms part of a compelling narrative to position you as an expert.
Stories about contract wins, awards, accreditations, cases studies showing innovation, partnerships with like-minded experts, training and upskills initiatives – everything and anything that improves the way you do things in your niche sector.
Second, there is the direct or social media approach, where you populate your own online media platforms to show and share your expertise with the people you want to influence (such as a business website and blog and social media channels like LinkedIn, Twitter, Facebook and here at Manchester Professionals).
Your choice of content could range from your website’s own blogs and guest blogs on other sites to ‘how to’ ebooks, podcasts and video that show your peers that you have the knowledge, expertise and experience they need to help make their own #businesses more successful.
However, this #content should not be written like a newspaper advertisement or a television commercial saying how good you are.
Rather the approach should be the same as telling as story.
You should have a beginning (identifying the common problems your expertise can solve). A middle (how your expertise is going to solve the problem). And an end (the benefits of your experience as seen by the end user).
And when you’re creating or developing content with your team, always focus on engaging with your audience and winning their empathy.
Robert McKee, the award-winning author of #STORY, the screenwriter’s #bible, says the emotional involvement of audience depends upon authenticity and empathy: we must believe. This principle equally applies to writing copy to position yourself as expert as it does to drafting a screenplay.
This method, unlike using traditional media, also means you need to build your own audience (or list) and generate plenty of inbound traffic.
However, they work best when are they employed together as part of your overall marketing communications strategy.
Author : Andrew Field #AFC
Marketing & PR Consultant – Manchester
If you require any assistance in #Marketing or #PR ……
Talk to us ODAY…..#WeCanBuildYourBusiness small business support in #Manchester can offer solid advice to help small businesses grow confidently. We have a team of dedicated professionals who can help you.