What Is Thought Leadership and Why Does It Matter?
Leveraging a company expert, or as we like to call it in PR – a thought leader – through your media relations campaign is one of the most effective methods for growing a company’s reputation and authority in a particular field or industry.
Many clients we work with don’t fully understand the value of this method of outreach, often because it typically results in long-lead opportunities due to its evergreen nature. However, there can be a quicker turnaround when we position an expert to provide commentary on a timely breaking news story, which is the opportune time to utilize an expert. For example, if there’s a story about CRISPR babies being born in China, we would look to determine how we could use an expert/CEO at the genomics startup we’re working with to talk about the potential of this science being applied in the U.S.
Questions to Guide Your Thought Leadership Strategy
Questions to think through when sending the information:
- Why is this important? Why is your opinion unique?
- How is your opinion substantiated?
- How does this affect the target audience? How does this affect the layman, if at all?
- What does this mean for the future of the industry?