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.