By Editorial TeamThere’s so much bad advice out there about how companies should use their internal experts for PR. Too many organizations don’t get the impact of building up their own internal thought leaders, and earned media specialists miss huge opportunities because of it. Your most credible PR assets are probably already on your payroll, you just need a plan to activate them.
Key Takeaways
- Putting internal experts in front of the media builds 8x more credibility than using outside spokespeople, a fact highlighted in the 2025 Edelman Trust Barometer report.
- When you build a formal internal expert program, you can cut what you spend on external PR agencies for subject matter commentary by up to 40% in the first year alone.
- Giving your internal thought leaders consistent media training and content support can boost brand visibility in your target publications by an average of 25% in just six months.
- By finding and supporting specialists from different departments, you can expand your earned media reach far beyond the C-suite and get into specific, niche industry conversations.
| Factor | Traditional PR Approach | Unleashing Internal Experts |
|---|---|---|
| Credibility for Media Engagement | Lower (external spokespeople) | 8x higher (internal experts) |
| Reliance on External Agencies | High (costly for commentary) | Reduced by up to 40% (within 1st year) |
| Brand Visibility in Target Publications | Standard | Increased by 25% (over 6 months) |
| Scope of Media Engagement | Limited (C-suite focused) | Broadened (diverse departments, niche topics) |
| Perceived Credibility for Specific Subjects | Lower (CEOs generally trusted) | Higher (technical experts/academics) |
| Media Readiness of Experts | Assumed unprepared/lacking savvy | Developed through training (bridges gap) |
Myth 1: Only C-Suite Executives Are Suitable for Media Engagement
The old thinking that only the CEO or other C-suite members can represent a company is a huge bottleneck for PR. While you absolutely need executive voices for the big-picture strategic vision, they often can’t provide the granular, on-the-ground expertise that technical audiences and trade publications need. A 2025 report from Statista showed that while people generally trust CEOs, they see technical experts and academics as far more credible on specific topics. If you only pitch a handful of senior leaders, you’re leaving a ton of deep, authoritative insights on the table that only your specialists can deliver.
Think about a software company. The CEO is great for talking about market share, but a lead cybersecurity engineer can talk with actual authority on new threat vectors or the details of a zero-trust architecture. That’s the kind of commentary that’s gold to a tech journalist because it comes from real-world experience. The point is to expand the definition of a media spokesperson. Your subject matter experts (SMEs) in engineering, research, or even customer success have the specific insights that will position your company as a genuine leader in its field.
Myth 2: Internal Experts Lack the “Media Savvy” for Effective PR
I hear this all the time: companies are afraid to put their specialists forward because they think they aren’t “polished” enough for an interview. This becomes a self-fulfilling prophecy. If you assume your experts are unprepared, you’ll never give them the training to get prepared. Of course deep expertise doesn’t automatically mean someone is a great public speaker, but that’s what media training is for. Just assuming they can’t do it is a massive oversight.
Good expert positioning PR means having a structured development plan. This should include hands-on media training sessions that teach interview basics, how to frame a message, how to handle tough questions, and how to work with a journalist’s deadline. I’ve seen a few focused training sessions turn a nervous engineer into a confident, clear spokesperson. You have to give them the tools and build their confidence instead of just throwing them to the wolves. Research from HubSpot backs this up, showing that investing in employee skills like communication has a direct line to better brand perception. The training helps them communicate their genuine knowledge in their own effective way.
Myth 3: Identifying Internal Thought Leaders Is an Onerous Task
Some companies get paralyzed thinking they need a massive, time-sucking audit to find their internal thought leaders. It doesn’t have to be that complicated. These people usually make themselves known in their day-to-day work, if you know where to look and what to ask.
Who do people inside your company already go to for specific knowledge? Who are the go-to problem-solvers for complex technical issues? Who’s always dropping smart insights in team meetings? Check your internal comms platforms like Slack or Microsoft Teams to see who is consistently answering the hardest questions. Look at who presents at your internal town halls or leads training sessions. Their passion and ability to explain things are huge clues. And don’t forget to see who is already active on professional networks like LinkedIn or in industry forums. They’re already leaning into sharing their expertise. Honestly, even a simple departmental survey asking “Who’s our top expert on X?” can turn up great candidates. It’s about spotting the patterns of influence that already exist.
Myth 4: Relying on Internal Experts Reduces the Need for External PR Agencies
This is a common misunderstanding. Building up internal thought leaders does mean you’ll rely less on agencies for basic subject matter commentary, but it doesn’t make them obsolete. What it does is change the agency’s job from tactical execution to high-level strategy.
An agency paired with strong internal experts becomes a force multiplier. They’re the ones who can spot trending topics, build compelling pitches around your expert’s unique point of view, and get them placed in top-tier outlets you might not be able to reach on your own. They also do all the logistical work of scheduling, follow-ups, and relationship management, which lets your expert keep doing their actual job. The agency evolves into a strategic partner that provides market intel and competitive analysis. According to IAB reports on the agency field, this is where the best agencies are heading, acting as strategic advisors who integrate internal voices into bigger campaigns. That kind of collaboration leads to much more specific and powerful storytelling that puts your company out front.
Myth 5: Thought Leadership Is Solely About Media Interviews
If you think thought leadership just means getting quoted in articles, you’re missing most of the picture. While landing media placements is a huge part of what earned media specialists do, a real strategy uses a much broader set of content and engagement channels. Ignoring these other avenues means your experts are barely getting started.
Real thought leadership also includes speaking at industry conferences, publishing bylined articles in trade journals, appearing on podcasts, and hosting webinars. It involves creating long-form content like whitepapers and research reports that prove your deep expertise. For instance, your AI expert could present on ethical AI at a major conference and then turn that talk into a detailed whitepaper for your website. This approach gets their message out on multiple channels and builds your company’s authority at different touchpoints. The objective is to consistently add meaningful insights that actually shape industry conversations. This is how you build a solid reputation for your experts and, in turn, for your company.
Putting your company’s internal experts front and center is a strategic move that builds real credibility and sets you apart in a crowded market. It’s time to invest in finding, training, and supporting these people to change your company’s public presence.
What is expert positioning PR?
It’s the work of finding the most knowledgeable people inside your company and strategically building them up as recognized authorities in their field, mostly through media interviews and content they create.
How do internal thought leaders benefit a company?
They bring a level of authenticity that’s hard to fake. This boosts the company’s credibility, helps generate high-quality earned media coverage, and differentiates the brand by showing real expertise, which in the end builds market trust.
What steps are involved in developing an internal expert program?
A typical program starts with identifying the right people. From there, you provide them with media training, help them develop content like articles or presentations, and then proactively pitch their expertise to relevant reporters and event organizers.
Can any employee become an internal thought leader?
Not everyone is right for the role, but you’d be surprised how many employees have what it takes. The best candidates have deep knowledge, a passion for their work, and a genuine willingness to share what they know with a broader audience.
How can I measure the success of an internal thought leadership initiative?
You can track metrics like the number of earned media mentions, incoming interview requests, and speaking invitations. It’s also smart to measure social media engagement with their content and any direct traffic to expert-written articles on your site.
