Becoming a thought leader - How to become the voice of your industry

Journalists want in press releases. In short, journalists are looking for newsworthy, targeted stories relevant to their publication. However, the truth of the matter is that, other than breaking industry news, most journalists don’t rely on press releases alone to form their stories. A press release may be a great jumping off point, but what they really are in search of are industry experts. 

…..

Credible context and commentary from individuals working in the industry can be hard to come by, and journalists need these thought leaders to help shape their articles. A great PR agency will be sure that their client is on the top of the list for any journalist looking for comments from an industry insider.

…..

Being recognised as an industry thought leader is not just a matter of jumping up and shouting your expertise from the rooftops. Your PR agency should work to position you as an expert in your field. Staying in contact with relevant journalists and ensuring that they are aware of your expertise part of a PR’s job, and it is key to achieving thought leader status.

…..

Creating content is also an important step in becoming a recognised expert. Don’t simply wait until a journalist approaches looking for an opinion, work with your PR agency to create content that speaks to your industry. One of the best ways to do this is to have a company blog, vlog or podcast. You don’t have to be an expert writer to have a great blog - a PR agency like ASC can take your bullet-pointed notes and seemingly random industry musings and turn them into an engaging post that speaks in your voice.

…..

Finally, skip the self promotion. Journalists can smell a disingenuous pitch from miles away, and having your PR agency reach out to journalists with a hard-sell for your company when they are looking for industry commentary could get you knocked off their thought leader list. It’s fine to mention your product or company during an interview, but just be sure that it is the context of the industry.

…..

Becoming a thought leader in your industry is an incredibly valuable tool. It may take time to develop and execute a plan for putting you at the top of the media’s go-to list, but positioning yourself as a genuine voice of your industry will pay off for both you and your company.