I have the utmost respect for the brainpower contained within the leadership teams at my clients' organizations. Many have either launched the enterprise, worked within the organization for decades, or have contributed significantly to the industries in which they work.
In fact, by most standards, they've achieved expert status in their given fields. They've written books, given powerful presentations, taught at universities, mentored and launched careers for others, and do all they can to stay up on the industry by constantly reading.
Knowing that they have a wealth of expertise and experience, as publicists we can leverage their intimate knowledge on a subject and position them for interviews more easily. It is helpful in both proactive media pitching, as well as reactive. In the first instance we are pitching reporters on ideas, in the latter, reporters have already began working on a story and are seeking experts for their piece.
Now, it should be said that these expert opinion/quote opportunities rarely result in full-feature stories on our clients. Rather, our clients are quoted as an expert, with their companies and specialties noted.
Nonetheless, it is a great way to build awareness and maintain visibility in an industry and reinforce the expert status.
Expert positioning isn't the only way to get the good word out for our clients, but it is a tactic that provides benefits on many levels.