How to Present Your Subject-matter Expertise - International Coaching Federation
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How to Present Your Subject-matter Expertise

Posted by Sonia Abdulbaki | August 2, 2019 | Comments (1)

You’ve learned how to connect with media and how to build your pitch. What is the next step?

When you finally land an opportunity to present your expertise to the public through targeted media outlets, you have the opportunity to position yourself as a thought leader. In doing so, you provide useful insight to your target audience and gain their confidence in your abilities and deep understanding of the profession.

Below are some pointers that will help you communicate your subject-matter expertise and build your credibility as a coach.

Present Your Credentials

When you present yourself as a subject-matter expert, you will have to highlight your credentials. Be sure to include your ICF Credential and other relevant professional certifications, educational background, previous work experiences, publications, leadership positions held and past speaking experience, as well as topics you’ve covered. It’s helpful to include links to previous sessions and published work so reporters have all the material for reference. Background information will also guide the reporter in developing an interview questionnaire that pertains to your expertise, which will give you a chance to provide answers within the context of your experience.

Provide Clarity

When you’re presenting your expertise to the public, it’s important to remember to cut out the jargon that is specific to the industry. Try asking the reporter for questions ahead of time to prepare notes and talking points in advance. Your points should be as simple and concise as possible. To do that, ask yourself the following questions:

  • Who is the audience I’m speaking to?
  • What is the main message I’m trying to communicate to this audience?
  • What are the important key points to present?
  • How will my insight help them?

Offer Case Studies

Another way to present your expertise is to have other people provide examples of the impact your abilities have had on them or their organization. What has been the impact? How has your coaching helped to develop their personal and professional lives? And ask if your clients are willing to provide testimonials for public use.

It’s worth reaching out to clients to see if they’d be interested and comfortable sharing their stories for more impact.

Be Yourself

Audiences want authenticity, now more than ever. It’s important to be comfortable being yourself while presenting your expertise. Always interject personal and interactive conversation in your presentations– that means being brave in sharing your genuine feelings and opinions about the subject you’re speaking to.

Communicating Your Subject-matter Expertise

Pitching media and landing an opportunity is only half the battle. Preparing how you’ll present your subject-matter expertise will help you position yourself as a thought leader and effectively boost your business credentials.

Communicating your expertise means providing media with your credentials, being clear and concise with your message, allowing others to portray your expertise through their experiences and being authentic.

Sonia Abdulbaki headshot

Sonia Abdulbaki

Sonia Abdulbaki has a background in international and domestic public relations. She resided in Dubai for a number of years and worked for prestigious agencies and diverse clients across several industries. She is a senior account executive at Stanton Communications, ICF’s public relations agency of record. At Stanton, she develops and executes strategic PR campaigns to support clients' visibility and impact through media and internal relations.

The views and opinions expressed in guest posts featured on this blog are those of the author and do not necessarily reflect the opinions and views of the International Coach Federation (ICF). The publication of a guest post on the ICF Blog does not equate to an ICF endorsement or guarantee of the products or services provided by the author.

Additionally, for the purpose of full disclosure and as a disclaimer of liability, this content was possibly generated using the assistance of an AI program. Its contents, either in whole or in part, have been reviewed and revised by a human. Nevertheless, the reader/user is responsible for verifying the information presented and should not rely upon this article or post as providing any specific professional advice or counsel. Its contents are provided “as is,” and ICF makes no representations or warranties as to its accuracy or completeness and to the fullest extent permitted by applicable law specifically disclaims any and all liability for any damages or injuries resulting from use of or reliance thereupon.

Comments (1)

  1. Thanks Sonia, that’s very useful and succinctly said.

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