Getting tactical: the 411 on thought leadership

What comes to mind when we say ‘thought leadership’? A communications tactic you’ve been meaning to prioritize (but haven’t yet)? Overused business jargon?

Whatever your current feelings are about it, thought leadership is still a great way to describe this all-important tactic that can position you (or your leadership team) as subject matter experts in a particular field through strategic, external communications.

In the next installment of our “Getting Tactical” series, we’re unpacking this aspect of your marketing communications strategy that often gets overlooked – in favor of media relations or on-hold due to crisis communications. 

Take a look at our tips for kick-starting your thought leadership program and reach out when you’re ready to partner with us to help it shine → plumandparcel.com/contact

Remember: becoming a thought leader doesn’t happen overnight

Building a meaningful external platform – either for yourself or an executive you support – takes time, patience, and the execution of a thoughtful strategy.

This strategy should include consistent bylines in key media outlets that speak to the audience you are trying to reach, amplified through your social channels (ie. LinkedIn) and through your business’ social platforms, as well. 

It’s important to note that thought leadership is not just limited to the written word, either. Speaking and/or attending and networking at industry conferences can boost your presence and reinforce your thought leadership platform. Being recognized with industry awards can help bolster your reputation, too, so don’t leave that out! 

If this is your first time engaging in thought leadership, expect to spend at least eight months consistently curating a presence online – through your company’s website, personal social channels, as well as byline placement and conference attendance – then, assess your progress and scale up or down as necessary. 

Get to know your executive… before you start pursuing opportunities

As communications professionals, one of the best things we can do is establish trust with our leadership team – and that starts with really getting to know them. 

What gets them up in the morning? What are they passionate about? Is there a cause or social issue close to their heart?  

Get to know your executives as people and themes will emerge that will make developing their thought leadership platform that much easier. Plus, it’ll be rooted in authenticity, which is incredibly important.

Know your budget 

Gone are the days when earned media was king; more often these days, you’ll need to consider paid opportunities, too, in order to reach your key audiences. Those bylines we mentioned earlier? In 2022, you should expect to pay for this privilege. 

Spend time thinking about the publications your key audiences are consuming regularly, reach out and see what your options are, and plan accordingly. If paid opportunities aren’t in your budget at the moment, focus your efforts on free social media platforms and build from there.

Leverage your leadership’s existing social channels

Engagement is a critical part of building a thought leadership platform, so after you place that paid or earned byline - amplify, amplify, amplify. Encourage your executive suite and employees across your company to share, like, and comment to boost viewership and engagement. 

Today’s consumers want to get to know a company’s executives, and what they stand for, before they consider a purchase. Now more than ever, it’s important to establish a strong, authentic presence online - which can be accomplished through a strategic thought leadership platform. 

What should we cover next in our “Getting Tactical” series? Drop us a comment, below, or reach out and let us know → plumandparcel.com/contact.