Why thought leadership matters in your PR strategy

Whether CEO or founder, communicating your expertise is hugely important, as part of a PR strategy.

Raising the profile of what you do and why people should listen involves being vulnerable - a key leadership quality - what are your values and beliefs? What topic, issue or campaign do you seek to change or shed light on? I've worked with CEOs and founders to communicate and crystallise, in their own words, their insights and experience. Not only does this help to build trust with the trade sector and national media, it is part of an always-on press office strategy that is essential to profile building.

Increasingly, the human face behind organisations can help build and maintain the reputation of an organisation in the good times and the bad. You help make the organisation more accessible, relatable, transparent and accountable.

AI generative search is also increasing the need for good quality thought leadership pieces that are often sourced as links in results, meaning you're more likely to be recommended or found. However, your approach to media has to be strategic, provide a new lens on a topic and be tied back to something topical. Why now?

How does your perspective add to a debate, conversation or make a point that can be summarised in one headline? Is it backed by reason and insights?

How can you use your expertise to future gaze and highlight the nuance of your industry or sector? The key here is depth and breadth. I don't mean the repurposing of marketing content either. This won't get picked up and will read as far too promotional by the press. Thought leadership requires a PR-led approach.

You will also have to factor in the editorial requirements of a target publication. This means there is no room for generalisations and cliches or a 'one size fits all' approach.

Authenticity and values must shine through, as well as citing credible sources, providing new information and fresh expertise backed by clear examples.

Personality must come through too. The extent to which depends on the media target, but if your tone is homogenous or bland, you might as well not bother.

I've worked with industry leaders across the creative industries, hospitality and the third sector to generate proactive and reactive thought leadership opportunities across print, online and broadcast media. If you'd like to chat more on how to raise your profile, get in touch.