By:Beth Principi, Staff Writer.
A thought leader. Just the sound is prestigious. But the term is even more effective when used correctly by a company looking to better position themselves in an industry. It’s increasingly beneficial for startups in emerging industries who want to showcase their expertise to potential clients and major players in the ecosystem. But just why are thought leadership articles such an important public relations tool? Well, I’d be glad to show you. This is my thought leadership piece on why thought leaderships are one of the strongest PR tools available (see what I did there?).
First things first. Not just anyone can write a thought leadership piece. In order to do so you have to be an expert in the field. If you’re not, the holes in whatever argument you are trying to make will be big and bright and in plain sight (I’m not sorry for that rhyme) for other players in the industry to see. But if you are an expert, there is absolutely no better way to showcase your expertise than through a carefully crafted and controlled message. By putting yourself out there as an expert and aligning your message with your company’s platform and goals, you can sway readers with a 100% managed message that isn’t altered by the media in any way. You are effectively telling an honest story that indirectly promotes you and your company while sharing your knowledge on a topic.
Thought Leadership pieces are also much more appealing—if done correctly—than a news story. News stories promote news. Thought Leadership pieces provide education. They dig deeper into the industry to drudge out the underlying issues, constant challenges and disrupting innovations. Readers are getting an experts opinion in a way that is as gripping as it is eye-opening. With news stories, you may get an expert quote here or there, but that is just one plot point in an entire chapter of thoughts. Thought leaderships bring you the entire chapter in first person.
In the same vein, thought leadership pieces are a strong lead-in to other media opportunities. A press or news story doesn’t properly demonstrate expertise in a way that leads to you becoming a resource of knowledge in the marketplace. Thought leadership does. It instantly qualifies you as an expert source, where people can turn to for further thoughts and inquiries on a particular subject. The more thought leaderships you write the more exposure you will receive, and in turn the more exposure your company will receive. By positioning yourself as a thought leader in the space you’re also positioning your company as one others would like to work and partner with, instead of bogging them down with the typical press releases, pitches and news stories.
Thought leaderships are your chance to be creative and tell the story you want to tell, while also creating immeasurable exposure. If you’re knowledgeable, show that knowledge. There are plenty of people out there willing and ready to listen.
As the battle for most robust social TV peripheral platform rages on between Facebook and Twitter and more innovators continue to both launch and leave the market, the TV industry is still throwing darts trying to decipher what multiscreen endeavors for both content and advertising will actually be efficacious. The below announces the launch of our Think Tank which seeks to address the landscape from a new perspective- What actually influences audience behavior, engagement and motivation across both individuals and groups. The announcement is below.
Emerging Insider Communications, a boutique public relations and marketing firm is proud to launch the emerging TV industry’s first comprehensive multi-discipline Think Tank to address disruptions, innovations and new methodologies across television, advertising, and the entertainment content landscape.
Emerging Insider is bringing together a range of professionals across non-traditional disciplines including media psychologists and research sociologists to pair with their media and brand strategists in order to further understand and position new endeavors, multiscreen methodologies, advertising innovations and smart TV technologies.
The firm believes that as the television and video content marketplace continues to evolve and intersect with the digital landscape, a number of broad spanning crucial initiatives need far greater levels of understanding when it comes to deep psychological and sociological data and understanding. With a slew of innovations, methods and startups that entered and left the market rapidly, the belief is that a greater basis for understanding audience engagement across television, social media and digital devices is the key to evangelizing new products and engaging viewers.
Emerging Insider will be bringing on renown Media Psychologist Dr. Pamela Rutledge as a consultant to study and advise upon viewer behavior, analyze user experience and to help to develop novel strategies for engagement. The team also consists of several sociology and anthropology consultants with backgrounds in media to provide deeper understandings of group behaviors and interactions on a holistic level.
Zachary Weiner, CEO, of Emerging Insider Communications stated “What we’ve seen are a lot of organizations with amazing products and services, but little understanding of how to drive their models forward. A portion of the disconnect found in TV and other media sectors is due to fundamental flaws in the understanding of novel psychology and sociology behind audience behaviors, levels of engagement and motivation. Our goal is to assist our clients and the industry at large in developing products and initiatives that capitalize on robust insights to better position innovations in the market. A think tank of diverse practice areas to facilitate greater knowledge is needed across the board.”
The group took the initiative to bring forth this variety of professionals across multiple disciplines to enhance and build on what has been limited data and restrictive research. They believe it’s a way to stop throwing darts and focusing on business drive initiatives and start developing audience driven initiatives with a strong foundation of efficacy based on deeper understanding.