Ronjini Joshua is the CEO and Founder of The Silver Telegram, Host of The PR Playbook Podcast and founder of The Social Equity Council.
The format in which we execute public relations has shifted many times over the years, and so has reputation management for brands and personalities. For many, the idea of “thought leadership” has taken center stage. Not only brands but also their executives are starting to build online expertise as another layer of credibility to companies and executive profiles. Depending on what your ultimate goals are, you can pursue thought leadership. Here are six that I have found to be effective.
1. Rapid Response To Trends
Have you ever reacted to an article while reading it? That’s exactly what rapid response is. If you’re reading an article and have an expert opinion, use that opportunity to create a relationship with your favorite journalist. Tell them why you agree or disagree with their story, and offer to provide commentary for a future article. This is a great way to open a window of friendship and show that you’re paying attention while providing value.
2. Podcast Interviews
Podcasts are a great way to showcase your expertise in a venue that is more conversational and fun to listen to. Identify podcasts that are a direct line to your key stakeholders. Once you’ve created that list, note down why you believe that you are well-suited for that podcast. Another step is to create a profile for yourself that highlights three to four key topics that you can address (ideally, something that is appropriate for the direction of the podcast) and links to some examples of previous speaking engagements so that the host can get a taste of your speaking style. Above all, make sure you are targeting the right host and the right audience!
3. Writing Bylined Articles
A great way to educate, build and underscore your expertise is by writing about what you know best. The actual writing may not be everyone’s strong suit, but there are ways around that, such as working with a ghostwriter. However, having an opinion is something everyone can do!
Make a list of media outlets that you pay attention to; you may be surprised to find that they take contributed articles, op-ed pieces or many other opportunities that will drive brand visibility. You can even take a blog that you have written and expand on a topic that you’ve previously only touched on. I believe the best bylined articles are those that reveal information that most people aren’t willing to reveal.
Getting a bylined article published can give you a voice, so use it wisely to generate the type of attention you want for yourself and your brand. Remember to never publish a byline that may have a negative effect on your resume or profile as a leader. While you can write about almost anything, I encourage people to never write anything they wouldn’t want their grandmother to read. It’s a mild marker for your internal moral compass.
4. Speaking At Events
Tradeshows are a hotbed of opportunities when it comes to both public relations and marketing. These are great places to access the “low-hanging fruit” of business development and brand visibility. One area that many people may overlook is speaking. Not only can you be invited to speak as a thought leader, but most conferences have a call for speakers about eight to 12 months before the event. Identify the events that you think would have the best audience for you and develop a compelling speaker proposal that highlights your expertise and your key differentiators. Speaking experience will follow you wherever you go and can benefit your current company by showing a high level of expertise while you’re there.
5. Hosting Webinars
This new world of video webinars has continued to expand and has given more corporate brands a “pass” to create video content that they may not have explored in decades past. Webinars are a great way to capture the attention of those workers who are seeking more knowledge in visual formats that come with a forum to ask questions. The world of content is ever-expanding, and if you have an audience that is targeted enough, webinars can not only be a great place to showcase your leadership and expertise but also a hole-in-one for lead gen.
I recommend picking a controversial topic and challenging or otherwise addressing it. If you include experts from competitive or related companies in the mix, you can expand your audience even further and capture new attention. Remember to follow up the webinar with an offer and to invite media to attend, as well; this could result in a great pitch angle or storyline.
6. Council Memberships
Memberships in professional councils and communities are also great ways to build authority and leadership in front of a targeted professional audience. These communities give you more than just the opportunity to write thought leadership content on your area of expertise for a dedicated audience; they can also provide both online and offline networking opportunities, business development opportunities, trainings and ways to connect with other executives that may prove to be productive partnerships.
These tactics of thought leadership are all things that any leader can do themselves to begin building their thought leadership brand. There’s no time like now to begin creating a thought leadership profile, either on your own or with your marketing team.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
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