It sounds opportunist, being the first people to talk about the ramifications of the EU Referendum, but actually it is what every business should be doing.
Helping your clients to chart the muddy waters takes leadership and in difficult times, leaders come to the fore. Here’s my six point guide to getting your experts to contribute:
Make it easy – Subject matter experts are driven by factors other than spending two hour writing a Brexit opinion piece, they definitely have the opinions that your clients crave, but they do not have the time to spend ages writing a masterpiece. You need to be on hand to ask them some questions about key issues or help and empower them to comment on a new development. I know a great tool that could also help…. but that’s another story.
Take away the fear – an approval process can help give your experts a safety net and instil confidence in adding their thoughts to the debate. This could done in one of two ways, a soft or peer approval process, where people have the option to ask a colleague to take a look at what they have written; or a hard approval process, where anything that goes live needs to be approved by marketing or compliance. If you go for option two it’s important to…
Make it quick – there is no point getting your team to comment on the issues surrounding Brexit, if you can’t get it live within an hour or two. Things are changing so fast that if you take two days to publish an opinion, it will be out of date and a waste of everyone’s time!
Focus – It’s easy for all of as to add our opinions on the big picture – how unhappy/happy we are and our what should happens next – but from a business point of view this won’t cut it. Your clients are looking for guidance from subject matter experts on the issues that might affect their business or home or family. Stick to what you know and give the advice that your clients need and value.
Share it for them – Once your expert has commented, the hard part is done, the easy bit is making sure you get as much relevant exposure as you can. Social, LinkedIn, your website etc.. You probably already know where your audience is, so make sure you use those channels.
Feedback – anything relevant and on topic is likely to cause a bit of a reaction in this debate. If one of your team has written something, be sure to keep them updated with loads of feedback and numbers – that way when you ask them for comment tomorrow, they are much more likely to help.