Guest article: Matt Baldwin, Coast
Professional services firms have been quick to embrace thought leadership, and with great effect.
It is a terrific way for a firm to put a stake in the ground on an issue, show original thinking, strengthen brand and market positioning, all directly linked to measurable BD activity.
But it is a term widely abused and misused.
A LinkedIn post, article or comment in the press, client briefing or a quarterly newsletter is not thought leadership.
Here, we stray into thought leader territory. The two are very different.
Simply, thought leadership is owned by the firm or a practice area, with the aim of shifting the conversation with clients forward. It reinforces and plays (mostly) within brand. It is not about the individual, but the collective expertise.
Whether or not all thought leadership achieves that is debatable.
Thought leaders bring a more personal voice. They might be subject matter experts, or they might be forward-looking, addressing the big issues clients face. They can go off-brand, exploring ideas that may not sit so comfortably at a firm level. They are never boring, seeking to create and build personal connections, sparking conversations.
But all too often they left unsupported. And that is a mistake.
Successful thought leaders need to be nurtured. They need a sounding board to sense-check ideas and outputs. They sometimes need reining in.
Here are four ways your PR advisers can support and build impactful thought leaders.
Finding the right ideas
Some thought leaders will easily land on an idea and build it out. For others, it will be a challenge. Your PR advisers should be able to help individuals explore and find the right ideas, time and time again. They should be able to tell if a theme is a well-travelled (read, done to death) or has that spark that will make it land.
Creating structure
Writing once will not make anyone a thought leader. Thought leaders are built over time. A structured and consistent approach is needed. For some, that might mean once a month, for others, once a quarter. PR and comms professionals can provide that structure.
Challenging thought leaders
PR and comms professionals need to be more than editors. They need to challenge ideas, look around corners, and anticipate reader response. They need to know when to let an idea run, and when to call out the dull and humdrum. They need to encourage the very best writing.
Amplify the message
It shouldn’t be surprising, but good thought leaders are welcomed with open arms by journalists. Whilst thought leader content may not be written with press in mind (clients and prospects should be the primary audience), it can be easily adapted, reworked and placed as op-eds in top-tier media. Thought leaders need to amplify their message – a role for your PR and comms advisers.
Head to the Coast
We have a long track record in building and supporting thought leaders across law, accounting and consulting.
Our ‘Ideas Lab’ workshop is often the starting point – a one-hour interactive session that allows individuals to explore and find the right ideas. We are often asked to repeat these workshops every three months to keep ideas flowing.
Our ‘Writing Masterclass’ is the natural follow-up. Here, in small groups, we help thought leaders hone their writing. Our writing masterclass includes a writing challenge for would-be thought leaders.
And then there is our best-in-class media relations approach, turning thought leaders into media stars.
If you want to build and elevate your thought leaders, it might be time to head to the Coast.
Matt Baldwin is the joint managing director of Coast Communications, a media relations agency.
