Platform serves up expert profiles as ‘snackable content’

As ‘thought leadership’ grows in importance, ExpertFile brings content from across the Web back into organizations’ sites, drawing reporters and speaking engagements.

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When the severe acute respiratory syndrome disease hit Canada a decade ago, the Rolling Stones and AC/DC agreed to throw a benefit concert.

The Canadian brand had taken a beating as SARS killed its 42nd victim in that country. Reporters wanted public relations experts to comment on whether images of 400,000 people packed in a rock concert might help convey the message that it was safe to visit.

As often happens, journalists phoned the Canadian Public Relations Society looking for an expert to quote, says Executive Director Karen L. Dalton.

But what if reporters or organizations looking for a speaker could search a CPRS database for someone who meets their needs? To that end, CPRS is preparing to launch its speakers bureau on ExpertFile, which bills itself as “the expert marketing platform for thought leaders.”

ExpertFile functions like LinkedIn for enterprises, creating multimedia profiles in place of dull, text-and-mugshot pages featuring Our Leadership Team.

The platform should make it easier for CPRS to promote speakers and sources from among the roughly 100 fellows who are part of its bureau. Eventually, all its members will be allowed to create profiles.

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