How to Present Your Subject-matter Expertise
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 (USA)
Sonia Abdulbaki has a background in international and domestic public relations. She resided in Dubai for several years and worked for prestigious agencies and diverse clients across multiple 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.
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Thanks Sonia, that’s very useful and succinctly said.