How Thought Leadership could be the unsung hero of your next comms plan
Thought Leadership, two words that can often be overlooked when shaping your wider communications strategy, but with careful consideration can really establish credibility in a space, and help shape personal views and establish authority. It’s one that we believe, for the right clients, can really help establish their voice in a given industry and shape how they are seen, heard and respected by peers.
In a nutshell, Thought Leadership is about being a credible, knowledgeable voice. Framing key personnel in a business at a high level to share original, expert insights, shape industry conversations, build trust and establish authority.
It sits outside traditional marketing, because it’s not necessarily transactional. It is a long-term strategy that requires planning, considered moves and an expert, unique offering to bring to the table, which might be why it falls further down to the to-do list for some.
For us at Purple Pitch, a considered Thought Leadership strategy can land a client brilliantly in their chosen space, but it often requires us to take our clients out of their comfort zones. It could look like anything from pitching credible input to targeted articles, reports, white papers, media interviews speaking at industry events, or using platforms such as LinkedIn to facilitate that presence and authority in the spaces you want to be seen in. it requires putting your head above the parapet, and having the expertise, knowledge and confidence to speak with authority, and getting a ‘face’ to do that (which is not for everyone!)
If you think a Thought Leadership strategy might form part of your next comms plan, here are our top tips to help it take shape:
Pick your Leaders wisely. That balance of knowledge, expertise and media-friendly persona, someone who is committed to the business and knows their onions, is a really considered decision. Your chosen speaker, it goes without saying, should be a willing participant and believe in the strategy and what it will do for your business.
Focus on your niches. You may be present in your industry, but what is your angle? Focus on 1-2 topics or key areas to speak on. It’s much more powerful to be an expert a few areas than covering too many with little depth. This allows us, with PR support, to place you in the most targeted places for a bigger impact.
Be Human. It’s not just about a face behind the thoughts, a human perspective on a topic or issue shifts it away from the black and white of report papers and where you can really connect with people. In today’s world of increasing AI, that human element can stand out a mile.
Seize every opportunity. It goes without saying we recommend this is why engaging a PR firm is essential, scanning the news, events, industry happenings, and publications to look for opportunities to place yourselves. Some of the best Thought Leadership opportunities are sometimes those that move fast or sit outside the planned calendar of activity. Hopping on a breaking news story, trying your first podcast, they can be fantastic to be a part of, if the credibility, authenticity and authority in knowledge are present.
Thought Leadership can be a long game , a slow burner that may not offer instant return. But over time, with credibility, consistency and authority and tactical placement, it can be an effective way to make a name for your business in each space. In our experience, the strategy looks and feels different for every business, so engaging an expert to lead you through the process can be helpful.
Wondering what this could look like for you? Set up a call with our friendly team to chat about the strategy could look like behind the buzzwords for you.
