By: Jensen Charbonneau, Senior Account Executive
There are many ways to craft a compelling story and shape the ideal narrative. With strategic PR tactics, we can approach storytelling from multiple angles, including content to establish thought leadership, media to build credibility through third-party reporting, and additional outreach to directly engage target audiences. The best part? These can all build off each other, and it’s not a heavy lift for the client. By integrating content, media, and extended outreach, AM PR delivers impactful and well-rounded stories that resonate.
Maximizing Thought Leader Conversations
Every conversation has the potential to unlock a wealth of ideas and opportunities, especially when engaging with thought leaders. Their time is limited and valuable, making it crucial to maximize these interactions.
A single insightful conversation can lay the groundwork for multiple opportunities—fueling content like white papers and blog articles, opening doors to additional media coverage, and extending outreach through published pieces. Often, the first step is crafting a compelling piece of content that captures the thought leader’s voice and perspective. This content can achieve two key objectives:
This approach extends the value of a single conversation, turning it into a catalyst for broader initiatives and sustained impact.
Difference between Contributed Content and Media Articles
The distinction between contributed content and media articles lies in authorship, control, and purpose.
Contributed content is an article or opinion piece authored by a thought leader or company representative. They are designed to showcase expertise and establish the author as a credible voice within their field. While subject to editorial review, contributed content offers a high degree of control over the messaging and details included.
Media articles, on the other hand, are written by journalists or reporters and based on independent research or interviews. They inform an audience by reporting facts, trends, or news. Although the journalist has full editorial control over the article, the external validation provided by a third-party perspective carries significant credibility and trust-building potential.
Both forms of content serve unique purposes and can be leveraged to enhance thought leadership and credibility in different ways.
Extending the Life of Published Content
Once contributed content or media articles are published, their impact can be amplified through strategic outreach and social sharing. A well-placed media article can act as a conversation starter with key audiences.
For example, a feature article in a major publication was used as a foundation to initiate conversations with potential investors, directly impacting their pipeline. By then using the article to open discussions on platforms like LinkedIn, we were able to create meaningful engagements and drive results.
Finding ways to repurpose and extend the reach of published content ensures that the value of one effort continues to grow, sparking new opportunities and conversations.
Jensen Charbonneau, Senior Account Executive
