The term thought leadership has become something of a buzzword in communications of late. And it is no wonder. Thought leadership offers great value to any business, charity, non-profit or individual when it comes to building brand recognition, getting potential customers or donors to take action and establishing key team members or leaders as the go-to experts in their field.
I have been working in this field for several years, watching it grow with the expansion of the op-ed, growth of comment sections in newspapers/magazines and the need for online publications and 24-hour news outlets to fill their channels with interesting and original opinion.
It is often a service that is hard to sell, not least as it can involve both ghost-writing and selling-in content from CEOs, MDs and founders. It takes a very particular combination of skills and experience to be able to do this effectively, liaising with senior leaders and having the contacts and confidence to convince editors and producers that this is important content from an important voice. Confidentiality and trust are also key.
Being expert in thought leadership should also mean having a plan to build profile, steadily or quickly, producing biographies, raising profiles and knowing where people need to see your client and their staff. You need to be both friend to CEO, adviser and critic. You also need to deliver on time, on target and to the news agenda. This role is something that you can either do, or not. It is hard to teach.
I like to think that I am one of the best at providing this service, whether building profiles, ghost-writing articles or co-editing with some of the biggest names in fields in which I hold no expertise. Please get in touch to find out more about how I could help you and your staff build your profiles in this high-impact but cost-efficient way.