Use Your Subject Matter Expertise to Your Advantage
Establishing yourself as a subject matter expert (SME) is an invaluable asset. But having expertise alone is not enough; you need to share your knowledge efficiently and effectively. One powerful way to do this is through media coverage. Media coverage not only helps you reach a wider audience but also positions you as a credible voice in your field.
Define Your Expertise
To get media coverage as a subject matter expert, you must first clearly define your expertise. Know your niche, your unique selling point, and what sets you apart from others in your field. This will help you create a strong and compelling narrative that media outlets will find appealing.
Identify Your Target
When it comes to subject matter expertise, industry publications/podcasts/blogs are often a great option because you’re speaking to like-minded people who already have a vested interest in your industry. While not every consumer will be interested in how to prepare your home for visitors, your fellow cleaning industry members might be interested in tuning in to hear helpful tips.
Craft a Pitch
Capture your expertise and topics you can speak to in a short, yet effective, media pitch. Remember your audience – this will define what you capture in your email.
Once You Secure…Prepare
Congratulations – you’ve secured the interview, but the hardest part is yet to come. Preparation is key to reinforcing you as a subject matter expert (there is nothing worse than sharing with a reporter all the topics you can speak to and then joining the interview and being unprepared… for the reporter, the person being interviewed, and the audience…it’s painful!) Ask for questions in advance and then take time to think through your responses.
Here's an Example 😊
My client Shari Cedar, President & Co-owner of AK Building Services, an industry leading commercial cleaning company located in South Florida, recently hit it out of the park as a subject matter expertise on two shows (fun fact: with the same host) with 327K YouTube followers.
Share Your Feature
Social media is a powerful tool for SMEs. Actively participate in conversations related to your field. Share your expertise through insightful posts featuring your recent coverage (don’t forget to tag the outlet you were featured on and the host/reporter for additional reach) and make sure to engage when people comment.
It’s a Journey!
Becoming a subject matter expert is a journey, and gaining media coverage is a significant milestone on that path. By defining your expertise, creating top-notch content, and building your personal brand, you can position yourself as a go-to expert in your field.
