Thought leadership PR is now an essential component of any marketing communications campaign.
The aims of thought leadership are diverse and can be to set the media agenda, shape your industry, lobby government and influence the influencers.
Thought leadership is a classical PR tactic that has increased in relevance thanks to digital media and digital measurement as leads generated from a campaign are much more easily attributed thanks to PR analytics.
PR Agency One is expert in producing thought leadership content. Thought leadership can take many forms and can be part of a media relations campaign, or could involve the production of heavy weight research, papers and other content. You can find out more about our B2B team which delivers the majority of our thought leadership campaigns here.
Thought Leadership and PR
Thought leadership PR is crucial because if undertaken correctly it can influence senior decision makers and put your business in sight of other organisations. Your thought leadership content often resonates with this audience while they are defining a challenge or opportunity, helping shape their requirements at an early stage (e.g. pre-pitch). Even better, in a sales environment, thought leadership can influence buying patterns before a product or service has been identified.
So whatever the agenda of your business it is likely that thought leadership should be on your marketing communications agenda.
Thought leadership PR for lead generation
Thought leadership PR content reaches your prospects before they have created a pitch list or while they are defining a problem or an opportunity. A good thought leadership document is a great sales tool because it is educational and useful to the reader. For this reason thought leadership is perfect for lead generation purposes.
Thought leadership also plays a valuable role in driving leads via search. SEO needs both great content to be visible but also a website needs to earn links to gain greater trust with search engines. The more links into a thought leadership campaign page the more visible a site becomes from commercially relevant non-branded search teams (an example would be online bank for Natwest, or sports retailer for Decathlon). This approach to PR is sometimes called content marketing or SEO PR. We have a dedicated page on SEO PR here.
Building Reputation for Expertise via thought leadership
We work with individuals and organisations who want to establish their reputation as a leader and expert in their specialism or sector.
We apply a five stage approach that includes:
- Audience tracking and insight to identify and connect with key stakeholders and influencers to build connections and reach.
- Analyzing issues to establish the themes attracting most interest and the strongest emotions.
- Training and coaching individuals on how to build personal reputation, creating an authentic voice that connects with its audience and how to build effective relationships.
- Content creation and management to ensure a strong flow of high quality content that connects with its audience and builds influence.
- Measuring the impact of thought leadership on reputation, trust and perceptions of expertise.
Thought leadership is supported by our other reputation management services, which include:
Reputation Measurement and Tracking – showing where strengths and weaknesses lie and how reputation is being affected by campaigns and issues.
Coaching and training – working with organisations and business leaders to help them achieve their potential by maximising reputation.
Communications strategy, stakeholder engagement and media relations – using our insights into client reputation to maximise effectiveness and impact of our work to enhance how organisations and brands are perceived.
Marketing reports, insights and research as part of thought leadership