Subject matter experts play a vital role in modern public relations, bringing deep technical knowledge and industry credibility to an organization’s communications. Training these specialists to effectively engage with media, create content, and represent the company requires a structured approach that respects their expertise while developing new skills. Organizations increasingly recognize that having technically skilled experts who can also communicate clearly with various audiences provides a significant competitive advantage. This guide outlines proven strategies for preparing SMEs to succeed in public-facing roles through effective onboarding, coaching, and persona development.
Understanding the SME’s Role in PR
Subject matter experts bring technical depth and authenticity to an organization’s public relations efforts. According to research by the Content Marketing Institute, 95% of B2B buyers view content as a way to evaluate business expertise, making SME contributions invaluable. These specialists provide accurate, authoritative perspectives on complex topics that build trust with stakeholders. However, technical expertise alone doesn’t guarantee PR success – SMEs need specific training to translate their knowledge into compelling communications.
The challenge lies in helping SMEs adapt their deep technical knowledge for different audiences while maintaining accuracy. Many experts struggle initially with simplifying complex concepts, engaging non-technical audiences, and aligning their communication style with brand messaging. A structured training program addresses these challenges systematically.
Creating an Effective SME Onboarding Program
The onboarding process sets the foundation for SME success in PR roles. Start by clearly defining expectations and responsibilities. Document specific deliverables like content creation, media interviews, or speaking engagements. Provide examples of successful SME communications to illustrate the desired outcome.
Build a comprehensive resource library including:
- Brand voice guidelines
- Communication protocols
- Visual branding standards
- Best practice examples
- Content templates
- Media training materials
Schedule orientation sessions to review these resources and answer questions. Include practice exercises that let SMEs apply the guidelines to sample scenarios. This hands-on experience builds confidence while ensuring alignment with PR objectives.
Consider the SME’s current workload when planning onboarding activities. Research shows that spreading training over time with spaced practice leads to better skill retention than intensive crash courses. Work with their managers to allocate adequate time for learning new communications skills.
Developing a Coaching Framework
Effective coaching helps SMEs master key communication competencies through structured practice and feedback. Focus initial coaching on fundamental skills like:
Message Simplification
Train experts to break down complex topics into clear, accessible explanations. Practice eliminating jargon and technical language while maintaining accuracy. Use analogies and examples to make abstract concepts concrete.
Storytelling Techniques
Help SMEs identify compelling narratives within their expertise. Coach them to structure information as stories with clear flow and memorable takeaways. Practice incorporating relevant anecdotes and case studies.
Active Listening
Develop SMEs’ ability to understand and address audience needs. Practice techniques for reading verbal and non-verbal cues, handling questions effectively, and adjusting explanations based on feedback.
Presentation Skills
Build confidence in public speaking through recorded practice sessions. Review body language, vocal variety, and audience engagement techniques. Provide constructive feedback focused on steady improvement.
Regular coaching sessions should include role-playing exercises simulating real PR scenarios. Record these sessions for review and discussion. Celebrate progress while identifying specific areas for continued development.
Aligning Public Persona with Brand Strategy
An SME’s public presence must align with organizational messaging and values. Start by analyzing the company’s PR strategy and brand positioning. Identify key themes, tone, and communication style that should inform the SME’s persona.
Work with experts to develop their unique voice while maintaining brand consistency. This includes:
Social Media Presence
Guide SMEs in building professional social media profiles that reflect both personal expertise and company values. Establish posting guidelines and review processes that ensure quality while preserving authenticity.
Media Relations
Prepare experts for media interactions through interview training and message development. Practice bridging techniques and ways to handle difficult questions while staying on message.
Content Creation
Support SMEs in producing articles, blog posts, and other content that demonstrates thought leadership. Provide editorial support to maintain quality without diminishing their distinctive perspective.
Monitor the SME’s public communications regularly to ensure continued alignment. Offer feedback and coaching to address any gaps between their current approach and PR objectives.
Tools and Resources for Success
Equip SMEs with user-friendly tools that streamline content creation and communication tasks. Modern authoring platforms designed for non-technical users can significantly reduce the learning curve. Look for features like:
- Customizable templates
- Collaborative editing capabilities
- Built-in brand guidelines
- Simple multimedia integration
- Version control
- Review workflows
Create shared repositories for approved messaging, visual assets, and successful examples. Make these resources easily accessible to support independent work while maintaining quality standards.
Maintaining Long-term Engagement
Sustaining SME involvement in PR activities requires ongoing attention to their needs and constraints. Implement regular check-ins to discuss progress, challenges, and changing priorities. Show appreciation for their contributions through recognition programs and professional development opportunities.
Monitor workload carefully to prevent burnout. Create flexible scheduling options that accommodate their primary responsibilities. Consider establishing a rotation system if multiple SMEs are available for PR activities.
Gather feedback about the training and support program regularly. Use this input to refine processes and resources. Stay current with evolving PR needs and adjust SME preparation accordingly.
Conclusion
Training subject matter experts for PR success requires a systematic approach that builds communication skills while respecting their expertise and time constraints. Start with thorough onboarding that sets clear expectations and provides necessary resources. Implement regular coaching focused on key competencies like message simplification and storytelling. Carefully align their public persona with brand strategy while maintaining authenticity.
Support SMEs with appropriate tools and maintain engagement through recognition and flexible scheduling. Monitor results and gather feedback to continuously improve the training program. With proper preparation and ongoing support, technical experts can become powerful assets in an organization’s public relations efforts.
Begin by assessing your current SME training approach against these best practices. Identify gaps and prioritize improvements based on your specific PR objectives. Remember that developing effective expert communicators is an investment that pays dividends through enhanced credibility and more impactful public relations.
