This insight post is a summary of the original blog post authored by Kelsey Trotter of RH Strategic. View the original blog post: How to get the Most Out of Subject Matter Experts (SMEs).
Developing strong relationships with subject matter experts (SMEs) is an important PR tactic that enables compelling storytelling supported by expert insights and reliable data.
Whether your client team is developing a new pitch, campaign or thought leadership platform, SME relationships are vital to a PR program’s success. Here are some tips to make the most of that relationship.
5 Tips for Working with SMEs
- Identify goals Establish clear goals, including the purpose of the call and what you hope to accomplish, in advance. This will help the expert come prepared and you will have a framework to work from as you develop campaigns and more. 2.
- Be prepared. With your goals in mind, develop thoughtful questions to facilitate a flow in conversation. Since they are experts, it’s important to lead questions by framing what they see as best practices and their recommendations.
- Don’t be afraid to go off-script. Be prepared to talk beyond your prepared questions. Your expert may mention something that requires follow-up questions or discussion. Perhaps there’s something else you can uncover about the topic. Use their knowledge and experience to uncover untold stories.
Read the additional two tips on RH Strategic’s blog post, How to Get the Most Out of Subject Matter Experts (SMEs). You can find other insights on public relations management to inspire you.
RH Strategic is a Seattle and D.C.-based communications firm with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. They provide strategic public relations for innovators in the technology, government and healthcare markets.
