It’s no longer enough to be good at what you do. According to Catriona Pollard author of From Unknown To Expert, you have to be great at telling people what you do.

 

The challenge facing many entrepreneurs is figuring out how to overcome the Expert’s Dilemma. I’m sure you have experienced it.

The dilemma goes something like:

• Your head is buzzing with a lot of great information yet no clear way to package it into a clear and compelling message that attracts the clients, networks and media attention you’d like.
• You have expertise in a particular area you know could help people, if only you could find a way to tell them about what you’re doing.
• You’re often confounded when you see your competitors in the media, even though they probably know less than you about the topic, and yet, there they are.
• It sometimes feels like getting access to journalists and coveted speaking opportunities is some kind of “secret club” you don’t know the password to.

If any of these strike a chord with you… you’re not alone. This is the Expert’s Dilemma! I have struggled with this for a long time, so I wrote a book to help all those who suffer from it.

It’s no longer enough to simply be great at what you do… you now need to be great at telling people what you do. So along my path to becoming a recognised expert, I developed the 5 Star System.

By following these five steps, you will be equipped with the tools to boost your profile, become a recognised expert and start opening doors to new opportunities.

1. Figuring out the “why”

First thing’s first; you need to ask yourself why you are looking to build your profile as an expert. If it’s purely promotional, you will struggle to develop emotional connections with people.

The key is to be transparent and genuine, and really believe in yourself. People will only consider you as an expert if you believe in yourself.

2. Setting the stage

After determining what you want to achieve from PR, the next stage is to define your personal brand. Personal branding is central to how people perceive you, so it’s important to pick your niche and stick to it to avoid confusing your audience.
Developing an elevator statement or pitch is an important part of personal branding that clearly explains your role as a thought leader.

3. Turn on the spotlight

At stage three, you’re starting to shine and it’s now time to illuminate your role as an expert and thought leader.
The first step is to create a personal website where you can promote yourself. Blogging is another great tool to increase your profile and allow you to connect with your audience.

Another step to becoming a recognised expert is to build relationships with your audiences. Attend functions, connect with local businesses and make yourself known to anyone who’s interested.

4. Use the media to shine the light

By this stage, your role as an expert will start to take shape; you will start to use the media to share your expertise and reach the people that will influence your success. Journalists only pick up stories they consider to be newsworthy, so it’s worth taking the time to create a great angle.

5. Own the light

The final stage of the transformation from unknown to expert is to step into the social media spotlight. Before jumping into the deep end, take a moment to think about your goals and what you want to achieve from social media.

Congratulations! You have progressed from unknown to expert in just five steps. However, it’s not the end, it’s just the beginning. In fact, it never ends because success is a continuous cycle. Bios, media releases and speaking topics change over time and take a different shape as you evolve as an expert.

 

—

Catriona Pollard, author of From Unknown To Expert captures 20 years of PR and social media know-how into a practical guide to help you gain more exposure, increase sales and enable new career opportunities. Packed full of easy to use templates and examples, From Unknown To Expert will give you the confidence and skills to get you the media coverage and online community you deserve. Connect with Catriona on Twitter or Facebook.