The role of an SME: Behind the scenes, or in the spotlight?
Subject Matter Experts: Everyone has them. Not everyone uses them in external relations – and understandably so.
While your organization’s CEO or official spokesperson is likely the one interfacing with the media and is most likely to be quoted, your SMEs should not be overlooked as sources for earned media. With the relentlessness of the 24-hour news cycle, reporters are always looking for expert sources to comment on the topic of the day.
News outlets often keep a database of sources they can tap for certain topics. These range from the obvious – political punditry, economic outlooks, sports commentary – to truly specialized topics, such as electric grid reliability, supply chain managers, or historians. Any reporter or editor will tell you that a well-researched story includes input from a SME.
Those who work in the media are stretched more thinly than ever before. What was once a news crew is often a solo act. A beat that was once a beat devoted to one topic is oftentimes covering anything and everything that happens in a day. For this reason, reporters need trustworthy, reliable experts who can break down a topic efficiently. This allows them to report accurate information to the public while putting out multiple stories each day.
Topical issues change daily – sometimes hourly. Besides the upcoming elections, SMEs can offer valuable input to help tell the stories people want to see.
Here are some recent examples, from public policy to psychedelics:
The Kaiser Family Foundation and Vanderbilt University are helping the public understand in-the-weeds policy affecting millions of Americans: Congressional action on drug price reform. Tricia Neuman, who directs the Program on Medicare Policy at KFF, and Stacie Dusetzina, professor of Health Policy at Vanderbilt, both spoke to NPR to clarify the Inflation Reduction Act: Congress is about to act on drug price reform. Here's what you need to know.
From municipal legalization and venture capital investments to Aaron Rodgers and his ayahuasca trips: psychedelics experts are having a moment and UCLA offers the media an expert in Dr. Charles Grob, who has studied psychedelics for more than three decades.
There are likely some valid reasons your own SMEs haven’t been in the press. Perhaps they don’t have any experience speaking on the record and are nervous about the idea of talking with a reporter. Maybe you have strict corporate guidelines in place that prohibit anyone, besides communications and marketing professionals, from talking with members of the press. Maybe the media doesn’t know these experts are available. As with all obstacles, though, there are ways to adapt and overcome them.
Three tactics to begin utilizing SMEs:
Media coaching: Once or twice a year, hold general media prep sessions so people who don’t normally interact with reporters become more comfortable with the expectations of an interview.
Pitch people, not just news: When you see topical issues in the news that your organization could lend insight to, send the reporter a note: “I saw your article on semiconductor chip shortages. If you report on this again, I can set you up with Gob Bluth from our logistics department to explain the latest supply chain developments.”
Background first: Offer up an SME on background, but tell the reporter that if they need to quote someone, they’ll have to come to you for attribution.
SMEs are an untapped, valuable resource who lend credibility and value to your organization. Get comfortable with ensuring they’re utilized, and their expertise will pay dividends externally.
Do you wish more people within your organization were formally media trained, but don’t have time to do it yourself? Let the Resch team handle it. We’ve worked with more than a dozen organizations – from universities to credit unions – and offer half day, full day or remote media coaching sessions. If you’re interested, you know where to find us. We’ll get your SMEs spotlight ready in no time.
