Thought leadership has become a bit of a buzzword and, as our clients know, we are not fans of buzzwords or jargon here at StoryLab.
However, we are not going to dismiss a perfectly great concept just because it is suddenly the ‘word du jour’.
Thought leadership is an excellent tool to add to your PR or content marketing toolkit and forms part of our PR work with many clients. It is simply expert pieces written — or indeed vlogs — for either media outlets or for your own social media channels.
These pieces can be one of the best ways to establish your expertise and authority in your particular field. But before you start trying to get your words of wisdom carried in the local, national and international media, listen up to our top PR tips for thought leadership.
- Don’t fake it. If you are not an expert in a particular field, don’t pretend. Journalists might not be experts in everything but they know if someone is passing themselves off as an expert.
- Keep it fresh. Don’t write a piece and then keep hawking it out to every media contact you know. It will soon go stale. Write something that is topical but just walk away if you don’t get any takers and share on your own social media.
- Don’t give up. Thought leaders are not established overnight. You need to build up your authority and credibility over time and a series of pieces.
- Don’t sell. You are not writing thought leadership pieces in order to sell a product or plug the date of an upcoming conference. While some media outlets might do this for you, the point is not to drive immediate sales; it is to establish authority.
- Keep learning. You might be an expert in your field today but you may not be tomorrow. Keep educating yourself, stay on top of trends and always be one step ahead of your competition.
If you need the services of a PR and content agency to help you establish your authority and expertise, get in touch with us on +353 (0) 1 6853029.