The Experts’ Guide to Experts

Published: 02 June 2017

Some people might think they’ve had enough of ‘experts’ but they haven’t met yours yet…

For most organisations, it’s important to be seen as politically neutral, especially after the Brexit vote – but newsworthy issues frequently overlap with political party concerns. The key thing is to flag the danger with others working on the communication and make sure your messaging reflects events, without suggesting what a government policy could be.

In September 2010, economist Jeremy Cook appeared on BBC News 24 to discuss the US Federal Reserve’s decision to maintain its existing interest rates in spite of the country’s flagging economy.

The US central bank’s inaction had surprised analysts and, in the wake of the global recession, the two-and-a-half-minute slot at 8.40pm in the evening was bread-and-butter business news.

Cook spoke knowledgeably about the effects on international markets. He acknowledged the disappointment of financial institutions and predicted a future injection of funds into the economy through quantitative easing. Namechecked as chief economist for disruptive online currency exchange World First, Cook’s willingness to “stand on a cold rooftop and talk about sterling” has underpinned the firm’s communications strategy.

Across large companies and small, public-sector and private, communications professionals will long for their own in-house ‘thought leader’ to enjoy a profile as pronounced as Cook’s. Want to harness the power of your own experts? Here’s how to do it.

To read the full article, visit Influence here.

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