Lifelong Learning Launch Lloyds Maritime Academy Case StudyBACKGROUND Following the development of its communication strategy which now forms the backbone of all marketing communications, Veronica Araujo, Head of Performance Marketing at Lloyd’s Maritime Academy...
Why your business needs thought leaders
Why your business needs thought leaders
Thought leadership is not a buzzword. Developing a campaign using your STEM experts can elevate your visibility and value beyond your competitors.
Thought leaders attract business
Thought leaders are those with a unique perspective and passion about how something can be achieved. They speak with clarity about industry problems, ideas and potential solutions. Their opinion is rooted in knowledge and knowhow so that their ideas can be realised, and their successes replicated.
Thought leaders are engaging, inspirational and motivating.
Typically these experts have a media profile and they attract followers because, within their community, they are visible, valued and understood. Consequently, they become trusted sources of information for the wider media and their audiences.
Take for example, Simon Sinek, the leadership and branding expert – his presentations are highly visual, accessible and offer clear, articulate, replicable steps. His message is simple, easy to remember, reference and repeat. As a result, his ideas spread, his profile increases, and he sells more books and his consultancy grows.
Bathe in reflected glory
A business can employ any number of thought leaders – each an expert in their own field, with different communication styles and preferred platforms. Whether you grow your own or employ existing thought leaders, the important thing is that you encourage and support them to capture, structure and articulate their best ideas. Doing so will add further value to your business’s vision and mission.
It’s worth noting that the process of sharing thought leadership enables you to harness and harvest the intellectual property (deliberate small ‘i’ small ‘p’) which resides in the heads of your most valuable employees – employees who one day may be employed by your greatest competitor. Encourage them to share their brilliance while employed by you, so your business can bathe in its reflected glory.
Passion is persuasive
Don’t talk about things you don’t care about because it will show – it will be dull, and everyone will ignore you. Talking and writing for the sake of it does not make you a thought leader. Don’t write about the same stuff as everyone else, this makes you a copycat and possibly a plagiarist.
Being an expert takes time and commitment as does having an expert opinion. Developing an opinion usually means that you have investigated, considered and formulated different perspectives around an issue.
Few people will invest time and energy if they don’t care about a subject. When people commit some effort, it’s because they give a damn and when you give a damn, your passion shines through and it becomes so much more compelling. Therefore your expert does not need to be a sales-person or automatically comfortable in the limelight. Confidence in front of the media comes with skills to be learned, and it’s why we run services like our Media Training.
Your business needs thought leaders because they help your business to grow, which reflects well on your reputation and showcases your brilliance.
Next steps
1. Download our free guide on how you can become a thought leader.
2. See our case study showing how EC-PR developed an impressive PR Outreach Programme for SELIS, including story placements, media reviews and a compelling narrative about the SELIS project.
This article first appeared on LinkedIn. and was revised in Feb 2020.
