SME: 3 letters with fresh meaning for comms and public relations
- Mary Priller
- Jul 20
- 3 min read
Updated: Jul 21
I’ve always been drawn to people, and that natural connection is what led me to communications and public relations. For myself and many colleagues and co-horts, our best work in this space is deeply human. We work diligently to understand audiences, build trust, and help organizations and brands show up with credibility and authenticity. As comms/PR professionals, we often do this work quietly and consistently, until the calls-to-action (the rollout, media campaign, event tour, etc.) drive that step forward with a message that reflects the organization’s voice, supports leadership, and meets the moment with care. The reframe We are often asked to be strategic partners, brand stewards, community champions, and trusted advisors; keeping the spotlight on the message, not on ourselves. That humility is part of the craft. Still, the expertise behind the work deserves its own lane. Whether at an all-hands workforce meeting or a coffee meetup one-on-one, reframing the term “Subject Matter Expert” (SME) through a communications lens is one way to recognize that value with confidence, creativity, and a bit of fun.
To preserve the spirit of the SME moniker and make the phrasing feel more relevant to our work, it may help to emphasize the skills at the core like strategy, storytelling, media engagement, credibility, influence, and audience understanding. Those capabilities span a broad, multidisciplinary field and an increasingly visible workforce. According to the Public Relations Society of America, public relations alone includes at least 15 disciplines and functions, from corporate and executive communications to internal communications and brand journalism. The U.S. Bureau of Labor Statistics indicates there are 400,000 public relations and communications jobs nationwide, across sectors. That breadth alone places the work firmly in expert territory. Beyond tech Thanks to AI, its ability to move fast, practiced with clear input, vetting, and prompt guidance supplied, I was served up a healthy mix of options. Each shifts the focus from technical knowledge alone to the strategic, creative, and audience-centered expertise that defines our field. Here's what we got:
Strategic Advisor, Messaging Leader, Executive Partner
Strategic Communicator, Message Architect, Engaged Expert
Strategic, Meaningful, Expert
Strategic Mentorship Expert
Strategic Message Expert
Strategic Storyteller, Media-facing Authority, Evidence-based Expert
Strategic Thinker, Media Connector, Engagement Leader
Source of Meaningful Experience
Source of Memorable Education
Spokesperson & Message Evangelist
Spokesperson, Media Resource Expert
Spokesperson, Media Resource, Expert Voice
Storyteller, Mission Ambassador, Experience-driven Expert
Storytelling Maven Evangelist
Structure, Meaning & Experience
Subject Specialist, Market Influencer, Educator
Some of these options are more natural than others, and a few admittedly not rolling off the tongue. Still, that is part of the point: SME is not often reframed this way in comms and PR, where it is more commonly associated with tech expertise. Looking at the acronym/meaning through a communications lens gives us a useful way to spotlight what our work really requires. Because words influence perception, even a subtle reframe or refresh can help stakeholders see communicators are not only as knowledgeable resources, but essential partners in the impact equation. These variations could work well in job descriptions, communications framework, presentations, or building support for teams and staff.
For now, my favorite SME creative option that comes to mind intrinsically is “So Much Excitement.” It captures what keeps many of us in this profession — that energy, idea shaping, helping leaders and organizations communicate with purpose, and finding new ways to make meaning. The shift may be small, but hefty with communications expertise very much worth celebrating. What’s your favorite SME spin?
