A colleague at work always insists we include thought leadership in every PR plan we develop for the simple reason that clients love it. “There are a few things that make clients happier than seeing their faces in newspapers,” he’d say.
It has become a buzzword of sorts in the PR world and you’ve probably turned up your nose at it a few times. But, what is thought leadership? Surely it’s not just op-eds or interviews that no one really cares about.
At BHM, we see thought leaders as subject-matter experts and authorities in specific fields who can lend their credible voices to conversations.
Businesses can greatly benefit from positioning themselves and their in-house experts as thought leaders in whatever space they play in, not just by echoing what has been said a million times over, but by making meaningful contributions and championing conversations that move the needle in their various industries.
The only way to lead is to find a way to insert yourself and your brand in the mix and give informed contributions that are worthy of leading and pulling others along.
There is a need for a re-think about the medium for highlighting thought leadership. It no longer has to be just newspapers (whose readership continues to dwindle). Communicating well thought out insights into prevalent issues using Twitter Threads, Podcasts, or even Instagram Stories is likely to be a more effective way of positioning oneself as a thought leader in the times we currently live in.
Conclusion
To borrow a line from Jay-Z’s 2009 hit, ‘Forever Young’; we are “hoping for the best but expecting the worst”.
While this line may go against everything you think you know about having an optimistic outlook on life, it should be your mantra as a PR practitioner. Expecting the worst allows you to prepare adequately for it. Whether it is for a short campaign or long term purposes, one must try to envisage every worst-case scenario and have a plan on how to navigate each of them.
If there’s anything to take away from this piece, it should be the importance of staying ready. Equally as important is recognizing when a strategy or plan is not working and being quick to pivot.