Do you ever recognise a spokesperson who always seems to be on the news, or see the same few familiar industry experts featured in the media time and time again? This is because those founders, commentators or senior leaders have become recognised, trusted thought leaders in their space. But what is thought leadership?

When an individual shares their expertise in the media, while representing a brand or organisation, they are providing thought leadership commentary. This can be on any topic and come in many forms.

For example, over the weekend the Managing Director of one of our hospitality technology clients was featured in The Telegraph, talking about the benefits of kiosks in restaurants, however it could also be a cyber founder talking to Sky News about a recent NHS data breach, or a legal expert explaining to Platinum what the upcoming government budget might mean for property owners.

The point is, these experts are providing knowledge to a news outlet, and in turn, the outlet’s audience. And this is not just about getting their company’s name out there – this can be done through news announcements – it’s about becoming a leading voice in their sector, building trust and credibility for the founder and the organisation. This in turn grows customer confidence in the brand and its team, retaining existing and attracting new business, and other stakeholders like employees.

So, compared to other types of PR activity, why is thought leadership such a game-changer?

Boosts Credibility: When a senior leader is featured in trusted, reputable publications, it instantly elevates your brand. People are more likely to buy from businesses they trust, led by leaders they recognise.

Increases Visibility: As with all forms of press coverage, thought leadership pieces put the brand and its spokespeople front of mind. The difference here though is that thought leadership can provide real value to readers, offering tips, insights or even new data to those within the industry. These articles and interviews can also drive traffic to your website and bring in new leads.

Industry Influence: When a thought leader shares valuable insights, it positions them, and your brand, as a go-to resource in your field. A great way to take advantage of this is to have topical, advice-based blogs published on your website, meaning when people visit you, after seeing your leader’s article or briefing, you can provide them with more value and reinforce this sentiment.

At HeadOn, we’ve placed thought leaders in each of the publications mentioned above, talking about their sector and their expertise, driving people towards their brand.

If you’d like to hear more about how we can help you become a thought leader in your field, get in touch with us at: hello@headonpr.co.uk

And to see some examples of our work, check out our case studies page here.