How To Create a Compelling Thought Leadership PR Strategy

You’ve probably heard the term “thought leadership. What does it really mean?

Thought leadership means sharing useful, timely information with your audiences so that you become a trusted, go-to source expert on your topic. Thought leadership builds visibility and credibility with your audience.

Now, how can you incorporate thought leadership into your overall communications strategy? How do you create a compelling campaign to help you become a thought leader? We’ve got your back! Below, we share the types of content to focus on creating and the building blocks you’ll need to get started on your journey of becoming a thought leader.

Types of Thought Leadership Content

When building a thought leadership PR strategy, make sure your content covers these three types of thought leadership:

Issue or Industry Thought Leadership

This content presents your organization’s take on current news, events, and trends.

For example, a local environmental commission can comment on federal funding of local projects. You might start with a press statement that you can parlay into interviews with key media outlets. Your organization’s take on the funding could be the basis of a blog post or a newsletter article.

Organizational Thought Leadership

This type of content presents your organization’s vision and uniqueness.

For instance, your president or executive director might announce a new program and explain its benefits. Maybe your leadership can book speaking engagements with local community organizations.

Program or Product Thought Leadership

This content tells your audiences how to take advantage of a program or how to use a product. Instructional how-tos, explanations of best practices, and case study success stories all fall into this category.

In this case, your organization could publish a blog post on how to apply to a new program and produce a YouTube video on the same topic. Then you could post on social media with links to the video and/or blog.

The Building Blocks of Thought Leadership Public Relations

Several things are vital to constructing a strong thought leadership program. Take time to define:

Who (Audiences):

What groups do you need to reach and what issues are most important to them? Different audiences may have different information priorities.

What (Messages):

What information can you share that’s important to your audiences? Use the information above to ensure you have a well-rounded program that includes all three types of thought leadership content.

Where (Channels):

Where do your audiences go to get this kind of information? Social media? TV? Podcasts? Internet searches? Print media? Newsletters? Blogs? Make sure you’re visible in the right places with the appropriate messages.

When (Scheduling):

Develop a plan and schedule to ensure your messages show up in the right places. However, you need to stay nimble. With clearly-defined audiences and messages, you can be ready to take advantage of opportunities when they arise.

Thought Leadership Services

Your organization is rich with the knowledge and skills needed to lead in your field. A thought leadership PR program lets you share your expertise while gaining awareness and credibility along the way. A successful program starts with strategic communications planning and includes a mix of message development, media relations, and social media posting, as well as individual or group coaching and training for interviews, presentations, and speaking engagements.

FCP is well-versed in planning and implementing successful thought leadership PR strategies. Contact us to talk to an expert.


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