By: Emily John, Account Director
As PR professionals, our goal is to build and maintain a positive reputation for clients and establish a relationship between their brand and its target customers. Reputation is built over time and relies heavily on trust and the company’s credibility with its customers, partners, employees and with the Media.
Thought leadership is one of the most powerful tactics that we have at our disposal to attract media attention, generate awareness and enhance our client’s reputation. It’s necessarily a strategic approach that involves positioning each individual client (and its spokespeople) as an expert in its field; sharing valuable insights, ideas and perspectives to inspire others.
Elon Musk, Jeff Bezos and Bill Gates are just a few names that come to mind when you think of thought leaders in the technology space. But across every industry, whether it's finance, retail, travel or manufacturing, there are experts who continue to communicate with their audience and share their insights like clockwork.
Why thought leadership matters
Whilst other PR tactics may focus on products, services and company achievements, thought leadership is closely linked to a client’s purpose and expertise. It champions an individual, or team of experts, by putting a spotlight on their specialised perspectives, experiences and skills concerning relevant topics and trends. Not only does this establish credibility in the wider industry but it connects them with highly valuable audiences and sets them apart from the competition.
By positioning our clients as the go-to specialists in their sector, we build trust within the B2B landscape with spokespeople who are themselves validated as a trustworthy source of information. Over time we build reputations that demonstrate that they are not just “another player” in the market, but a company that is spearheading change, contributing to society, behaving innovatively or whatever the attribute of the business may be. This differentiation is a game changer in competitive industries, like B2B tech, where trust and reputation are vital.
Additionally, thought leaders catch the attention of journalists and media outlets. They are often sought out for expert commentary and insights, leading to additional media coverage, interviews and features, further boosting a clients PR efforts. This also helps influence how our client’s key audiences perceive specific trends or issues, as providing thoughtful and informed insights can be invaluable in managing a crisis or addressing any challenges.
Ensuring successful execution
Strategic, considered and done well, developing a thought leadership position is an invaluable PR tool which will significantly boost a client's reputation, credibility and influence. By positioning the company and its people as trusted sources of information, and consistently sharing valuable insights, we help our clients differentiate themselves from their competitors, build trust and improve market visibility.
It’s not a one-time effort, but an ongoing process which never ends once started. As a result it is behoven on us to ensure that we stay informed on the latest industry news and trends and use this insight to craft high-quality content which engages with our client’s audiences and ensure PR success over the long-term.