Thought leadership – the art of getting what you know across. Simple? Yes, it is.
In a world where a wealth of information is at everybody’s fingertips, it can feel like a saturated market, but the core thing to remember is not who can shout the loudest, but knowing when best to articulate. Timing and topicality show that a client is on the money, and truly understands their market, reinforcing the fact that they are an industry expert.
We recently helped retail footfall consultant Ipsos Retail Performance gain national coverage, on the back of statistics released by the ONS. Already established in retail trade press with regular columns, as well as content in cross-sector fields, Ipsos’ insight into a story as it was breaking meant that reporters from multiple outlets wanted to hear what our consultant had to say. Whether it’s two sentences or a thousand-word feature, our retail clients have seen the benefits of thought leadership as part of their PR campaigns.
As Glen discussed a couple of weeks ago, identifying with a specific person gives weight and integrity, and this isn’t just limited to printed opportunities. Getting retail consultants in front of journalists is a fantastic way to generate leads, giving them the opportunity to discuss stories and the field more widely. Essentially, giving journalists the up-to-the-minute scoop on trends. And who doesn’t want to be in the know? Rather than the usual phone call and series of emails, a face-to-face discussion could be all it takes to then become the go-to retail insider.
It can be tempting to share all you know about everything, all the time, but as with anything in PR, strategy and focus produce a drip feed of results. Providing insight on retail subjects that are current, and upcoming trends, means that eventually there is a turn around where journalists approach clients, rather than the other way around.
And that is the Holy Grail of thought leadership.