Do you also feel like you see the same experts appearing in different media day after day? The perspectives have been exhausted, and the faces of the regular commentators are starting to annoy you. Have you also noticed that child psychiatrist Jari Sinkkonen seems to have a near-exclusive monopoly on media discussions about child-rearing?

Or that Matti Tolvanen, a professor of criminal and procedural law in Eastern Finland, has been the go-to face for crime-related news for almost two decades? Not to mention Esko Valtaoja, the renowned professor emeritus of astrophysics at the University of Turku, known as an expert in various fields.

According to studies on the media, you are likely correct, but there is a very human reason for it. Newsrooms are constantly pressed for time, which often leads to inadequate ideation. Despite the time pressure, the available airtime or column space must be filled every single day (Yle Uutiset, November 12, 2013).

Sometimes it’s pure laziness. In the media, experts are not only used to simplify news for the general public but also to validate the perspective, which is why multiple interviews are needed throughout the day. From the journalist’s perspective, it’s easiest if they already have a phone number and a familiar expert ready to provide a comment for the news.

Building an expert brand requires long-term effort

Passive experts are easily forgotten. Unlike in American movies, no one comes to fetch an expert from the couch when the national economy or state security is at risk. That simply doesn’t happen in real life.

Normally, building an expert brand takes time. It requires intentional and persistent work, including spring cleaning one’s social media presence and networking with other experts and journalists (Asikainen & Hermiö, 2020).

Too many experts unnecessarily fail to utilize and showcase their own expertise. To some, it may sound self-promotional, but blogs and opinion articles are excellent ways to grow one’s expert brand.

The formula is quite simple: the more an expert is present in their field, the more likely journalists are to notice them. In the best-case scenario, the expert themselves can communicate their knowledge in a way that resonates with the general audience.

Seek help from communication experts

However, it’s clear that no one is born an expert, and no person can know everything. That’s why experts should always keep in mind that they are not alone in their brand-building endeavors.

Often, the organizations they serve have professional marketing and communication teams who are eager to enhance the organization’s societal impact through outward-facing and media-visible expertise.

These teams can provide assistance with writing, coaching, tips, and even extra visibility in external channels. However, this requires initiative and courage from the expert themselves, as these teams won’t come looking for an expert on that aforementioned couch.

As a final word of encouragement, building an expert brand doesn’t happen overnight – everyone starts climbing the ladder from the first rung. The most important thing is to dare to take that first step and participate in discussions within your own area of expertise.

Ask for help if needed.

Sources

Lähteet

Ahjopalo, J. 2013. Loppuunkalutut näkökulmat ja vakiokommentaattorit mediassa – ”Kiirettä ja ideoinnin puutetta?”. Yle Uutiset. 12.11.2013.

Asikainen, M. Hermiö, A. 2020. Henkilöbrändi on menolippu menestykseen – näillä vinkeillä onnistut. Haaga-Helia eSignals -verkkolehti, 28.5.2020.