This document provides steps for organizations to develop business professionals into industry experts. It discusses identifying who within an organization is already an expert based on their experience and credentials. It outlines behaviors and habits of experts like writing, public speaking, and joining boards. Developing experts is a multi-step process including media training, writing articles, speaking engagements, and cultivating relationships with the media who want accessible, articulate sources. Organizations can also develop thought leadership through content marketing, conferences, and research.

1. How to Turn Business Pros Into
Oft-Quoted, Well-Known, Industry Experts
Becoming An Expert

2. background Agenda
• A word about Abel Communications
• ‘Round the Room
• Developing Experts Step-by-Step
• People
• Agencies
• Q&A and Wrap Up

3. background Abel Communications
• Established in 2005
• Headquartered in Baltimore City
• Office in Harrisburg, PA
• Growth oriented
• Experts in raising the profile of professional
services organizations.
• Always learning

4. clients

5. step-by-step
Developing
Experts:
Individual
Thought Leaders

6. wordstoliveby “If you sell something, you make a
customer today. If you help someone,
you may create a customer for life.”
Jay Baer
- Author of Youtility, Why Smart Marketing
is About Help Not Hype

7. anexpertrolemodel Discuss – Who do you think of when
you think of an “expert” or “thought
leader” ?

8. becominganexpert What Organizations Should Consider
Who at the
organization
really is an
EXPERT?
What makes
someone an
expert?
What are the
behaviors
and habits of
experts?
Why do
experts get
hired?

9. becominganexpert Qualities of an Expert
Experienced
Credentialed
GenerousAvailable
Bold

10. becominganexpert What an Expert Provides
More &
Better
Business
Credibility
Awareness
Improved
Morale
Measure Impact Via Clicks, Comments, Leads +/or Awareness

11. becominganexpert Activities of an Expert
Writes
Speaks
in
Public
Wins
Awards
Joins
Boards
Appears
in the
Media

12. expertcasestudy Rob Glus, Conrad Siegel Actuaries
When we met Rob, he was a mild-
mannered actuary, with no idea as to why
he was going through media training.

13. expertcasestudy From back office to in front of the
camera:
Phase I – Getting Ready
• Media & Presentation Training
• Professional Photos – don’t skimp!
• Concise Bio
• “Reps” in the form of corporate video and
blog – low pressure, friendly audiences
• Writing articles on areas of expertise

14. expertcasestudy Phase II – Getting in the Spotlight
• Speaking Engagements
• Associations
• Sponsorship/Partnership
• Award Nominations
• Media Relations
• Expert in Understanding ACA
(“Obamacare”)
• Expert in all things health benefits related

15. expertcasestudy

16. expertcasestudy

17. contentforPR Got a placement? Repurpose.
Tweak. Don’t reinvent the wheel.
Share in Social
Post to News on website
Write a blog post
Put out a press release
Add to email signature
Email to your list
Make a short video
Reformat for other mediums & audiences

18. testimonialquote
“The PR work we have done has certainly raised
the profile of our firm in the health area, and me
personally as well. It’s is hugely beneficial for us
to be considered the experts on specific topics
and I can feel our credibility has risen
dramatically over the past few years.”
-Rob Glus
Conrad Siegel Actuaries
(hidden benefit of Expert Development)

19. tipstodevelopexperts Tips to cultivate your experts:
• Find people with a generally positive outlook
and self-image
• It’s not about perfect – experts need reps,
opportunities
• Not every opportunity is not going to be a
perfect hit

20. tipstodevelopexperts Tips to cultivate your experts:
• Give it time – momentum builds momentum
• Highlight successes aggressively
• Always offer (perhaps insist) on ghost writing
– “You talk, I’ll write”
• Take time to de-brief when possible
• Ask for feedback from media (“Good on TV
vs. Bad on TV”)

21. stepbystep
Developing
Experts:
Agency
Thought
Leadership

22. expertcasestudy

23. expertcasestudy Content marketing driven expertise

24. expertcasestudy

25. expertcasestudy

26. expertcasestudy

27. expertcasestudy
Message Clarity – the Leader in Marketing Places
Focus on Economic Development & Tourism

28. casestudy Establish Expertise/Thought Leadership
Speak at
Conferences
Write Bylined
Columns & Blogs
Conduct & Share
Research
Share Industry
News
Core Basics

29. casestudy Employ Creative Strategies and Tactics
Don’t just speak at conferences, create YOUR
OWN Conference
• Bring Your Target Audience Together for a
Peer-to-Peer Forum
• Design as a “Break-Even” Proposition

30. createanawards
program Does your industry have a “40 Under 40”
Competition?
• To maintain integrity, have a 3rd party judge
• Publicize in the winners’ hometown papers
• Create as blog content

31. createandshare
research
Create and share helpful industry research

32. expertcasestudy

33. step-by-step
Developing
Experts:
What the Media
Wants

34. whatthemediawants What a 20-year Reuters Reporter said
about GREAT sources (aka Experts)
Always available.
Willing to give a
quote, not a sermon.
Awesome
credentials.
Offers up interesting
info I may not have
thought of.
Doesn't ask for
"quote check" to
make sure I got it
right.
Keeps up with the
news so I don't have
to teach them what
I'm asking about.

35. mediarelations From The Washington Business Journal
Someone who is
accessible.
Someone who is
articulate and not
afraid to be
provocative.
Someone who can
always give me the “so
what?” or the “what’s
it mean.”
Someone who can
provide both the big-
picture takeaway and
can get down in the
weeds.
Someone who’s honest
and not averse to
pissing people off on
occasion.

36. mediarelations From The Washington Post
A great source is fluent in
conversational English and
capable of translating her
profession’s jargon into
laymen’s terms.
A really great source tips you off
to story ideas that aren’t about
his company or his work and
from which he does not stand
to gain anything except for your
own loyalty and respect.

37. wrappingup Discuss/Consider:
Are experts/thought leaders born or made?
Who are the experts we trust? What do they
have in common?
What research topic can your
business/agency/organization ‘own’?
Are YOU an expert? How can you showcase
your own expertise to improve results?

38. wrappingup
Q&A