Setting clear objectives means that we know how the thought leadership programme will be evaluated and when we can start celebrating!

Spokesperson evaluation

Not everyone makes a good spokesperson. Your proposed subject matter expert must not only be knowledgeable on their subject, but they also need to be engaging, concise and well presented. Thought leadership can include panel discussions, interviews, and presentations; it is not confined to the printed word.

We are experienced in evaluating potential spokespeople in the safety of their own office where damage to self-esteem and reputation can be avoided.

Our PR team can provide structured media training to develop promising candidates into memorable storytellers.

Subject matter identification

There will be aspects of any specialist subjects that are more interesting or topical than others. Some will be better aligned to your business growth and communication strategy.

Our experienced PR team will help to identify the angles with the greatest potential and campaign promise. We will avoid trends with expiry dates and aim to develop those themes with the greatest opportunity for longevity.

Media shortlisting & channel selection

People have a variety of media consumption preferences and some channels have more significant influence or relevant reach than others. It is the job of our specialist PR team to create a shortlist of potential outlets that might suit the thought leadership themes being scoped out.

We will provide a rationale for why we think a given channel is preferred over another so that informed conclusions can be drawn.

Media relations

Our media relations experts will approach their media contacts who we know have an interest in your subject matter. Offered on an exclusive basis, thought leadership synopses will be discussed, evolved, and even reshaped before a word count and deadline or interview date is agreed upon. Rest assured, we will have a clear understanding of your red lines and will not agree to anything without your complete agreement.

Content creation

Once the deadline is set, the wheels are in motion for the thought leadership content to be created. There are three key stages. Firstly, we will conduct a detailed interview with your subject matter expert with the updated synopsis in mind. Secondly, we will draft the article to the agreed word count weaving in key messages with subtlety and sparkle! Thirdly, we secure approvals before dispatching to the editor with high quality images, or video, to illustrate your thought leadership.

Social media management

In addition to traditional media relations, we’ll also manage your social media presence and create engaging content to build your online community and promote your thought leadership content. This may include creating and managing social media accounts, developing a content calendar, and creating and curating content that is relevant and valuable to your target audience. We’ll also use social media analytics to track and measure the engagement and reach of your content and make adjustments as needed to ensure that your social media efforts are effective.

Analytics and reporting

To ensure that our efforts are effective and achieving the desired results, we’ll track and measure media coverage of your company and provide you with regular progress reports. This may include metrics such as media impressions, social media engagement, website traffic, and lead generation. We’ll also use these analytics to make adjustments to the strategy and tactics as needed, to ensure that your thought leadership efforts are achieving the desired business results.

Media relations

Our media relations experts will approach their media contacts who we know have an interest in your subject matter. Offered on an exclusive basis, thought leadership synopses will be discussed, evolved, and even reshaped before a word count and deadline or interview date is agreed upon. Rest assured, we will have a clear understanding of your red lines and will not agree to anything without your complete agreement.

Content creation

Once the deadline is set, the wheels are in motion for the thought leadership content to be created. There are three key stages. Firstly, we will conduct a detailed interview with your subject matter expert with the updated synopsis in mind. Secondly, we will draft the article to the agreed word count weaving in key messages with subtlety and sparkle! Thirdly, we secure approvals before dispatching to the editor with high quality images, or video, to illustrate your thought leadership.

Social media management

In addition to traditional media relations, we’ll also manage your social media presence and create engaging content to build your online community and promote your thought leadership content. This may include creating and managing social media accounts, developing a content calendar, and creating and curating content that is relevant and valuable to your target audience. We’ll also use social media analytics to track and measure the engagement and reach of your content and make adjustments as needed to ensure that your social media efforts are effective.

Analytics and reporting

To ensure that our efforts are effective and achieving the desired results, we’ll track and measure media coverage of your company and provide you with regular progress reports. This may include metrics such as media impressions, social media engagement, website traffic, and lead generation. We’ll also use these analytics to make adjustments to the strategy and tactics as needed, to ensure that your thought leadership efforts are achieving the desired business results.