THOUGHT LEADERSHIP AND PR ? EASY BEDFELLOWS | Boldtalk

A recent business article suggested true thought leadership is incompatible with PR. The thesis is that it?s impossible to identify and shape new thinking if your end goal is determined by needing to ensure you gain solid media coverage.

However, the idea that ?thought leadership? PR is no more than an exercise in getting brands into the papers misunderstands the critical point that powerful insights should warrant coverage in their own right.

Broadly speaking, at Bell Pottinger Business & Brand there are three elements to any successful thought leadership campaign.

Thought leadership is about discovering and articulating a distinct viewpoint about a business? market or industry trends. The ideas presented have to add to the current level of understanding. They need to be stimulating and contribute to wider, and often important, economic and societal debates. Thought leadership must always aim to change the way an issue is thought about.

For most businesses, thought leadership is also about engaging ? or re-engaging ? with customers to find fresh connections and introduce new products and services. Effective thought leadership needs to link back to businesses? products and services and challenge potential customers to think differently about what they want.

Strong thought leadership should always be worthy of repetition by the media and, increasingly in discussion through social media. The fact that thought leadership is considered worthy of comment is not a sign of shallowness, it?s a vindication of the value of the ideas it expresses and helps fuel important debate.

At Business & Brand, we work with our clients to ensure that thought leadership creates a distinct viewpoint, often by working with leading experts to tease out new perspectives.

The findings we generate can be used by a business? marketing and the sales teams. We expect, and want, the media to listen and report on fresh angles we generate.

TC

Source: http://www.bell-pottingerbb.co.uk/boldtalk/?p=84

al sharpton actuary elon musk fox mole manson bubba watson recent earthquakes