Showcase Your Experts to Generate Media Attention and Grow Business

Dec 10, 2019

6 min

This blog was initially posted by our friend David Meerman Scott on his blog, read it here

Some of your most important assets for securing interest in the media as well as educating your buyers are the experts who work at your organization. As a part of a virtual newsroom or other appropriate place on your site and blog, highlighting your employees is a great way to generate attention.

When reporters are looking to quote someone in a story, having a name, photo, bio, and examples of content makes it much more likely they will want to conduct an interview. This is especially true when you are newsjacking.

Similarly, when buyers are exposed to the smart people employed at your company, they will be more likely to trust and want to do business with you. Yet most companies feature only the senior management team on the site, not those with particular and interesting expertise.

University of Ontario Institute of Technology shines spotlight on faculty researchers

For example, the University of Ontario Institute of Technology (UOIT), a public research university located in Oshawa, just outside Toronto, was founded in 2002. That makes it one of Canada’s newest universities. With an enrollment of more than 10,000 students, UOIT offers a range of undergraduate programs, plus graduate programs in science, engineering, health, and information technology.

But because it is such a new institution, the marketers and public affairs people at UOIT have to work extra hard to make sure that potential students, donors, partners, and other constituents know about the school. Unlike other universities, UOIT cannot rely on decades of families that send their children and grandchildren to the institution and support it with financial contributions. So one way the school reaches out to new audiences is by promoting with the media the many faculty experts who teach and do research at UOIT.

“We focus on the experts within the institution,” John MacMillan, director of communications and marketing at UOIT told me. “We have very few resources, but we have a lot of really interesting people who are focused on very exciting things, like using big data and looking at issues of disability and how it relates to the insurance industry, among other things. We are able to reach the media and people who are organizing conferences or booking speaking engagements.”

MacMillan uses the ExpertFile software platform as a way to easily showcase UOIT thought leaders in what they call their Expert Centre. He publishes, promotes, and measures the expert content as a tool to engage business prospects, media, and conference organizers. “We needed to have a way of getting out those important stories that we know are of interest to media, to producers, to editors, but also in many ways to partners, to institutions that might be interested in working with us,” MacMillan says. “And we needed to have a way that did a better job of telling our story to those various groups.”

MacMillan started with 26 profiles for faculty in the Expert Centre, and is steadily expanding to a planned goal of 200 profiles. He says that an ideal expert is one who is already comfortable with digital technology. “We’re amplifying the presence of each of those faculty members—whether they are involved in multimedia, whether they have their own websites, or whether they have their own followings—and presenting them in a way that gets some response. Part of their success as faculty members lies in establishing their bona fides with granting authorities or with the government or with others. The Expert Centre augments their legitimacy.”

Adding credibility to your newsjacking efforts

Having profiles available to the media also helps your newsjacking efforts. When you comment on something that’s newsworthy and a reporter finds it via search, they often want to know biographical information on the person before they quote them. Having a link to the bio of the author of that timely blog post is a great way to add credibility and to increase the liklihood of being quoted.

As an example of the action that can come from an Expert Centre profile, MacMillan cites Dr. Isabel Pedersen, an associate professor at UOIT and Canada research chair in Digital Life, Media, and Culture. “She focuses on a sociological perspective of wearable computing devices,” he says. “Her research looks into questions like: ‘When we wear gadgets on our body, how will that shift the reality for us? How will it change the way we interact with other people? How will it allow us to participate in digital culture?’ She is one of the early profiles that we created because she is one of our Canada Research chairs, a distinguished researcher who is working on an area of particular national and international importance.”

Dr. Pedersen’s Expert Centre profile contains her bio, photo, links to her Twitter and Google Plus feeds, and a list of past speaking engagements, as well as video content, previews of her book Ready to Wear, and articles she has published. The profile attracted the attention of a reporter from IEEE Spectrum magazine, the publication of the world’s largest professional association dedicated to advancing technological innovation and excellence. “They were working on a story about wearable technology, and they wanted to interview her,” MacMillan says. “That’s a magazine from the U.S. that has a much broader readership than anything we’d be able to position her for, and it came along as a result of somebody seeing her profile and deciding that they wanted to speak with her. That’s an example of where we’ve been able to use our resources in a very efficient way, in a manner that gets a story out well beyond our own physical boundaries and that tells about the uniqueness of the work that’s going on at this university.”

A lesson learned from the early days of the UOIT Expert Centre was the importance of having the profiles appear in a consistent voice. “When we started out, our assumption was that the individual faculty members or individual experts would develop their own profiles,” MacMillan says. “We realized that would result in a lack of consistency, so we hired a writer, and her job was specifically to interview our experts and to create a story for each of those experts so that when someone does look at this, they’re looking at a consistent story, a consistent tone, and a consistent brand for the university. I’ve learned from creating our Expert Centre that I share some one of the same challenges as faculty members: if you don’t manage your digital presence actively, someone will do it for you. I like to think that our Expert Centre has helped our faculty to curate their digital content as much as it’s helped our university to strengthen its brand.”

The ExpertFile platform

Your employees are a great resource for generating interest in the media as well as a way to show potential customers and partners that you are doing interesting work. Showcasing them is easier with the ExpertFile platform, a SaaS application that helps organizations make their experts more visible. In my mind, ExpertFile is to showcasing people what HubSpot is to showcasing content.

What’s traditionally held many organizations back is that until now, there hasn’t been an online platform to simply organize the growing base of expert content that is being produced across organizations every day. Yet this content is what many audiences are looking for. They want to easily reference everything from biographies to speaking engagements, to social feeds and multimedia assets.

“Experts are a great way to humanize an organization and make it more approachable, yet many marketers struggle with how to best showcase these people online,” notes Peter Evans, founder and CEO of ExpertFile. “Adding expert profiles to various sections of your website such as your media room is an ideal way to create more engagement on your site and drive valuable speaking, media and customer inquiries. Experts are quickly becoming the new frontier for content marketing.”

Disclosure: I am on the advisory boards of both HubSpot and ExpertFile. Peter Evans, ExpertFile CEO, is a friend.

Connect with:

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation

Find Experts

Jun 23, 2026

2 min

Brexit at 10: A Decade After the Vote That Changed Britain

On June 23, 2016, voters in the United Kingdom made a historic decision that would reshape the country's relationship with Europe and reverberate around the world. Ten years later, Brexit remains one of the most significant political and economic events of the modern era, with its effects still being felt across trade, immigration, governance, and international relations. While the United Kingdom formally left the European Union in 2020, debate continues over Brexit's long-term impact. Supporters point to greater national sovereignty and independent trade policy, while critics highlight economic challenges, labour shortages, and new barriers to commerce. The referendum's legacy has also influenced political movements beyond Britain, sparking broader conversations about globalization, national identity, and the future of multinational institutions. As policymakers, businesses, and citizens assess a decade of change, experts are examining what Brexit has achieved, where it has fallen short, and what it reveals about the evolving relationship between democracy, economics, and national sovereignty. Covering - we can help! We have experts available to discuss the origins of Brexit, its lasting consequences, and what the next decade may hold for the United Kingdom and Europe. Topic and Questions to Consider: The political history and causes of Brexit U.K.–European Union relations Trade, investment, and economic impacts Immigration and labour market policy Nationalism, populism, and democratic movements The future of Scotland, Northern Ireland, and the United Kingdom Britain's role in global affairs after Brexit Lessons from Brexit for policymakers around the world Key Questions What factors drove the Brexit vote in 2016? How has Brexit changed Britain's economy and trade relationships? What impact has Brexit had on immigration and labour markets? Has Brexit strengthened or weakened the United Kingdom's global influence? How have Scotland and Northern Ireland been affected? What lessons can other countries learn from Brexit? Could the U.K. and European Union move toward closer cooperation in the future? What does Brexit reveal about voter attitudes toward globalization and national sovereignty? Our leading experts can provide analysis on the political, economic, and social legacy of Brexit, the evolving relationship between the United Kingdom and the European Union, and the broader implications for democracies navigating questions of identity, sovereignty, and international cooperation. Connect with an expert today:

Jun 15, 2026

2 min

From Economic Crisis to Global Influence: The Evolution of the G7

The world's attention is once again focused on the G7 as leaders meet this week in Évian-les-Bains, France. The summit brings together the leaders of Canada, France, Germany, Italy, Japan, the United Kingdom, the United States, and representatives of the European Union to discuss some of the world's most pressing challenges, including Ukraine, economic stability, artificial intelligence, global security, and international development. From Economic Crisis to Global Leadership Forum The G7 traces its origins to 1975, when leaders from six industrialized democracies met in Rambouillet, France, amid economic turmoil following the 1973 oil crisis. The gathering was designed to create an informal forum where leaders could have candid discussions about economic recovery, inflation, energy security, and trade. Canada joined the following year, creating what became known as the G7. Unlike formal international organizations, the G7 has no permanent headquarters or treaty structure. Its influence comes from the economic and political weight of its members and the ability of leaders to coordinate policy responses to global challenges. Major Milestones in G7 History 1975 – Rambouillet, France The first summit established a new model for direct dialogue among world leaders during a period of economic uncertainty. 1980s – Managing Economic Volatility Summits focused heavily on inflation, energy security, trade liberalization, and coordination among major economies as globalization accelerated. 1998 – Expansion to the G8 Russia joined the group, transforming it into the G8 and reflecting hopes for greater post-Cold War cooperation. 2002 – Kananaskis, Canada Following the September 11 attacks, security and counterterrorism became central themes. The summit also launched major international development initiatives. 2014 – Return to the G7 Russia was suspended following its annexation of Crimea, and the forum returned to its current G7 structure. 2023 – Hiroshima, Japan Leaders met in the world's first city devastated by an atomic bomb, reinforcing commitments to peace, international security, and nuclear non-proliferation. 2025 – Kananaskis, Canada The summit marked the 50th anniversary of the first G7 gathering and focused on energy security, digital transformation, emerging technologies, and strengthening international partnerships. Why the G7 Still Matters While the global economy has evolved dramatically since 1975, the G7 remains a critical venue for coordination among advanced democracies. The agenda has expanded far beyond economics to include climate policy, international security, public health, emerging technologies, cybersecurity, artificial intelligence, and responses to international conflicts. This year's summit in France reflects that evolution. Alongside discussions on Ukraine and global economic imbalances, leaders are expected to focus on the opportunities and risks presented by AI, debt challenges facing developing nations, and growing geopolitical tensions around the world. Connect With An Expert Journalists covering the 2026 G7 Summit, international relations, global governance, economic diplomacy, trade policy, international security, or the evolving role of multilateral institutions can connect with experts from your institution through ExpertFile. Whether examining the summit's historical significance or its impact on today's geopolitical landscape, expert insight can help provide context behind the headlines. Visit all of our experts at www.expertfile.com

Jun 12, 2026

5 min

Announcing Major AIQ Enhancements to Improve Inquiry Quality, Relevance and Routing

ExpertFile is announcing major enhancements to AIQ Intelligent Inquiry Qualification, our AI-powered inquiry management feature that helps organizations evaluate, prioritize and route inbound requests from journalists, event organizers, prospective customers, donors, prospective students, research partners, policymakers and other key audiences. These enhancements significantly expand AIQ well beyond its original quarantine capabilities, helping organizations do more than filter unwanted messages. We've designed the new AIQ to provides a more intelligent way to understand the intent behind each inquiry, assess its relevance and ensure valuable opportunities are routed to the right person or team. “We are helping organizations better understand the intent behind each request, protect expert time and ensure valuable opportunities are recognized, prioritized and routed to the right people. Robert Carter - Co-Founder & VP Product Our experience has shown us that as organizations invest more in making their experts, research and knowledge more discoverable across websites, search engines and AI-driven channels, inbound inquiry volume continues to grow. That visibility creates real opportunity, but it also brings more noise from unwanted or unaligned inquiries. While some inquiries are highly valuable. Others are vague, promotional, misdirected, abusive or unrelated to the organization’s expertise. And too often, all of these messages arrive through the same expert-facing channels. We've learned that without a smarter intake layer, important opportunities can be delayed, misrouted or missed entirely. That is the problem these AIQ enhancements are designed to solve. A Shift from Strictly Quarantine to Quality AIQ was first developed to help organizations protect experts from unwanted, irrelevant or inappropriate inquiries. That remains important, and does a great job, but the challenge has grown. Today, organizations need more than a filter. They need a way to evaluate inquiry quality, understand intent and route legitimate opportunities with greater confidence. These latest AIQ enhancements move the feature from a quarantine-focused workflow to a more complete inquiry qualification system. AIQ now evaluates the full context of each inquiry, including the message content, tone, specificity, intent and alignment with accepted inquiry types. The goal is not simply to determine whether a message should be blocked. The goal is to understand whether it represents a legitimate opportunity and where it should go. For organizations that simply display and expert's email this is a level of judgment traditional email spam filters are not designed to provide. While Spam filters can help identify suspicious or malicious messages. They cannot reliably determine whether a journalist submitted through the wrong form, whether a donor inquiry should be routed to advancement, whether a prospective partner is describing a real opportunity, or whether a request aligns with the organization’s expertise and workflow. AIQ is designed for that more nuanced work. Here is a Breakdown of What’s New in AIQ Two significant enhancements are now part of the new AIQ workflow: Inquiry Relevance Evaluation assesses whether a message meets the professional standards of the organization’s inquiry workflow. It helps distinguish meaningful requests from those that are vague, promotional, abusive, unrelated or outside the scope of the organization’s expertise. Inquiry Type Evaluation reviews the actual content of the message, independent of the category selected by the sender. This is important because people often choose the wrong form option. A journalist may submit through a general inquiry form. A donor may select the wrong category. A prospective partner may describe an opportunity that should be routed somewhere else. AIQ helps recognize the true nature of the request so it can be reclassified and directed appropriately. Together, these enhancements help organizations identify valuable inquiries more accurately, reduce unnecessary manual triage and protect expert time. Why This Matters High-value inquiries often do not arrive perfectly packaged. A media opportunity may look like a general question. A speaking request may come through the wrong channel. A customer or partner inquiry may be sent to media relations when it is really a business development opportunity. When these requests are misdirected, they can sit in the wrong inbox, create extra work for staff or disappear entirely. AIQ helps close that gap. “AIQ is not just about blocking bad messages,” said Robert Carter, Co-Founder & VP Product at ExpertFile. “We are helping organizations better understand the intent behind each request, protect expert time and ensure valuable opportunities are recognized, prioritized and routed to the right people. A misdirected inquiry can represent a media opportunity, speaking engagement, partnership or business opportunity that an organization cannot afford to miss.” For communications, marketing, advancement, research, enrollment and administrative teams, this creates a smarter front door for inbound demand. Fully Deployed and Operating at Scale The latest AIQ enhancements are now fully deployed across the ExpertFile platform. They are not beta features or future roadmap items. AIQ is actively processing inquiries today and has achieved a 99.9% success rate in accurately evaluating and routing inbound requests. “We spent considerable time stress-testing this before full deployment,” said Dan Stanhope, Head of Software Development at ExpertFile. “The goal was never just to block bad messages — it was to make sure legitimate, high-value inquiries couldn’t slip through unrecognized. When you combine deep semantic analysis with a trained human review layer, you get a level of accuracy that no standalone spam filter can come close to matching.” Helping Organizations Capture More Value From Expert Discovery Expert discovery does not end when someone finds an expert profile, research page or Expert Center. The next step is making sure the right inquiry reaches the right person. That is where AIQ plays an important role. By expanding AIQ’s ability to qualify, classify and route inbound requests, ExpertFile helps organizations move from visibility to action. AIQ helps ensure that legitimate opportunities are recognized, prioritized and routed efficiently, while low-quality or irrelevant messages are filtered out of the process. For universities, healthcare systems, corporations and associations, this means less noise, better routing and more confidence that valuable opportunities are not being missed. The enhanced AIQ feature is available now as part of the ExpertFile platform. Read the full announcement here: https://exprt.co/AIQ Already a customer...talk to your dedicated Customer Success Team member who can tell you more about this great feature. Looking to implement something like this for your organization. Learn more about ExpertFile at expertfile.com/getstarted and request a demo or FREE trial.