Written by Laura Clement
Every organization has people who know the business inside and out. The estimator can explain why one early decision changes the cost of an entire project. The billing specialist can walk a fire chief through a complicated claim. The transportation operations manager can explain what it takes to keep every trip safe, comfortable, and on schedule. The physician can explain a frightening diagnosis in a way that puts a patient at ease.
These subject matter experts bring real experience, specific details, and a point of view your customers cannot find anywhere else. Marketing and communications teams help bring that knowledge to the people who need it. At MPD Ventures, we work with clients in industries including construction technology, transportation, emergency services billing, and business benchmarking and best practices research, and we have found that the strongest content often begins with a conversation with one of these experts.
Here is how to find the right experts and make the most of their time.
The person with the most senior title may not be the best source for your story. Begin by asking what your audience needs to know. Then look for the person who deals with that issue every day. A chief executive may be the right voice for company vision, while a project manager may be better able to explain what happens when a plan meets real-world conditions.
Experts are not always easy to spot from the outside. To find them, ask questions such as:
Your sales and customer service teams can be especially helpful. They hear what customers are asking and often know who on the team has the best answers.
Expertise is essential, but a good source also needs to be able to share it. Pay attention to the people who explain complex ideas in plain language, use real examples, and enjoy talking about their work. An expert who is newer to interviews can still be an excellent source. A little preparation and a comfortable conversation can go a long way.
Subject matter experts are busy, and content is rarely the most urgent item on their list. Tell them why you chose them, how their insight will be used, and how much time you need. Then keep the commitment. A focused 20-minute conversation is often enough. Let them know that you will handle the writing and that they will have the chance to review anything attributed to them.
Share your main questions in advance so your expert has time to think about them. Then ask questions that lead to specific examples, such as:
Listen closely during the conversation, and be ready to set your list aside when the expert says something interesting. Some of the best material comes from a simple follow-up question: “Can you tell me more about that?”
Your job is to make the content clear without making your expert sound like someone else. Replace jargon where you can, but keep the phrases and examples that reflect how the person really talks. When you send the draft for review, explain what you need from it. Asking the expert to confirm that the content is accurate helps keep the review focused and moving.
One conversation can lead to many more. Keep a simple list of your experts, their areas of knowledge, the topics they enjoy discussing, and the content they have helped create. Share the finished work with them, and let them know how it performed. People are often more willing to participate again when they can see the results of their time.
Over time, that list can become one of your most valuable communications tools. When a reporter calls, a customer asks a question, or a new topic emerges, you will already know who can speak to it.
Your organization already has the knowledge your audience is looking for. Sometimes the work of communications is simply knowing where to find it and how to share it well.
If you would like help finding your experts and turning their knowledge into content that gets noticed, MPD Ventures would be glad to help. Contact us at 214.744.6188 or visit mpdventures.com/contact to start the conversation.
P.S. When a reporter does call, your expert will need to be ready. Read what real media relations groundwork looks like when it pays off.
