Pac Biz Articles

Seti Matua

Feb. 11, 2009

Can you imagine what the Sistine Chapel would look like today if Pope Julius II had asked a goat herder instead of Michelangelo to paint a depiction of the Creation of Adam on its ceiling? What could have possibly gone wrong if Emperor Shah Jahan had asked a seamstress to be the chief architect for the Taj Mahal? And would the Golden Gate Bridge be a modern marvel of engineering if Joseph Strauss had been replaced by a dentist? Ask any woman if they think that panty hose are comfortable and they’ll tell you that it could be better. Could the fact that a man created that stylish bit of hosiery have anything to do with a woman’s discomfort?

These are just examples of the power of a Subject Matter Expert. SME’s are not a new concept. Even Cain was at odds with Able because he produced a much better product that became his specialization. The world is full of people who specialize in certain talents, abilities and acquired knowledge and it is that knowledge that makes individuals valuable in their designated field.

I’ve worked in the software industry for more than a decade. In that time I’ve been a Corporate Trainer, a Business Analyst, a Quality Assurance Tester, a Technical Writer and a Project Manager. Each one of those titles performs a specific function or is disciplined in a specific set of skills. In the software world, these titles are as unambiguous as the titles and credentials you might encounter when walking through a hospital. There may be a dozen doctors in a room, but each one of those doctors has a specialization. To reiterate my opening statement, I would not ask an anesthesiologist to perform a laparotomy nor would it be kosher to ask a podiatrist to perform lasik surgery on my eyes.

So why would that distinction be important in the world of writing and how could a SME be my most powerful ally? Well to put it bluntly, a writer is merely delivering or relaying a message. But that message must be substantiated by those who are in a position to speak expertly about that subject. So, when a writer is researching a piece on “The Expanding Technology Offerings in the Australian Market,” or “The Emergence of New Russian Business Czars,” it becomes pretty obvious who your SME’s are going to be in those targeted areas of specialty. For the first article you’re going to seek out someone who is a technology expert, but you may want that expert to have some dealings with the Australian market. In the latter article you will be looking at an economist or business manager who has an existing or who has had previous experience in Russia.

Aligning yourself with these SME’s is a key component in your success as a freelance writer or blogger. Why? Because when you decide to specialize in a certain area of expertise or an industry, you will rely on those SME’s to channel that information to you on your projects. I would also suggest that you maintain a solid, professional relationship with those SME’s because inevitably, when you have a subject that you would like to blog or write about that may not fall under their area of expertise, they will already have an established network of individuals to whom they can point you to in order to get an answer to your questions.

So, as you develop your writing career, keep the following things in mind:

• Look for SME’s who have a solid reputation in their industry – The more credible your source, the more credible your story.

• Make sure that the SME support the facts with solid evidence – Refer to the previous bullet. Your reputation and the SME’s are both on the line so make sure the information you have is accurate and reliable.

• When quoting a SME, quote them word for word – This is a universal rule of ethics in writing. Some refer to them as journalistic integrity but every organization has their own standards and policies. Make sure you’re well versed in them before you start writing.

• Be sure to acknowledge the SME in your article – Its what compels them to keep giving you information as long as you hold true to the last two bullets. Don’t misquote them and don’t leave them out or you’ll be left out in the cold the next time you need their assistance.

• Spell names and company names correctly. Nothing annoys a SME more than a writer who can’t pronounce their name or won’t take the time to learn how to spell it correctly.

Bottom line, you’re as good as the friends that you keep. Keep everything professional and you’ll never have to worry about whether or not your voice has merit with your audience.

An accomplished writer/editor, Seti Matua blogs regularly on Context Sports and Salt Lake Scenery, where he provides a unique perspective on a range of topics with a Polynesian twist. Seti is also experienced in the fields of business management/development working with companies such as Advanced MD Software, WorkingRx, Ingenix and Coventry Health.

Tags: business analyst, corporate trainer, project manager, quality assurance tester, sme, subject matter expert, technical writer

This entry was posted on Wednesday, March 31st, 2010 at 1:46 am and is filed under Marketing and Public Relations, Starting a business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.