If yours is a service-based business – where customers come to you for advice, technical expertise, market knowledge or forecasts – thought leadership is one of the most effective tactics to achieving ‘earned’ (non-paid) media coverage or speaking engagements.
Thought leadership involves positioning yourself or your organisation as an authority in a specific field. As a thought leader, you offer insider insights into your market or industry, as well as innovative solutions to their problems.
Here’s why thought leadership is essential and how it can benefit your organisational goals.
Establishing credibility and authority
For any organisation, particularly those in competitive industries, standing out is vital.
Thought leadership allows you to display your ability and deep understanding of industry trends, challenges, opportunities and, ultimately, solutions.
A compelling example of this is when asbestos was detected in mulch in schoolyards, parks, and hospital gardens across Australian capital cities and regions. The Ideas Suite offered a point of difference in thought leadership with one of its clients, EDP Consultants.
EDP Consultants, part of the global RSK Group, provided an asbestos expert with two decades of professional experience. This expert explained how the asbestos got there, highlighted that the mineral is present in a third of Australian homes, and emphasised the need for whole-of-community vigilance to stop it at the source. The insights of John Batty, Managing Director of EDP Consultants, were carried in stories across national and metropolitan print, online, and broadcast media.
This reactive media commentary on a hot topic highlighted EDP’s ability and significantly bolstered its credibility and authority on the issue.
Driving brand awareness and visibility
Thought leadership can significantly boost an organisation’s visibility. When leaders within a company have their commentary published on reputable platforms, engage in industry discussions, or speak at major events, they attract attention from a broader audience.
A recent collaboration between Corporate Traveller, a division of Flight Centre Travel Group, and Stephen Scheeler, former CEO for Australia and New Zealand at Facebook and current CEO of Omniscient, amplified the message of ethical AI.
Stephen headlined Corporate Traveller’s ‘Unpacked’ event roadshow. He addressed the increasing issue of ethical AI, calling for a focus on ethical practices and policies to ensure a smooth transition for the workforce. This event, organised by Corporate Traveller, saw significant engagement from industry leaders, travel agents, and businesses.
The partnership helped position Corporate Traveller as a forward-thinking leader in the industry and connected it with a broader audience interested in the ethical implications of AI. This type of visibility can lead to increased media coverage, speaking invitations, and opportunities to participate in influential industry forums.
Building a community and influence
Thought leadership can also engage with a community. By fostering discussions, participating in debates, and collaborating with other industry leaders, organisations can build a network of influence. This community engagement helps in staying attuned to the latest developments, gaining diverse perspectives, and amplifying the organisation’s voice in broader conversations.
An example of this is how The Ideas Suite identified a trend in Stage and Screen’s data. Stage and Screen is Australia’s leading specialist travel management provider for the sports, entertainment and creative industries and a division of Flight Centre Travel Group. By analysing flight bookings and survey results, it uncovered a seismic shift in Australia’s music scene: young Aussies are moving away from festivals towards stadium acts due to rising costs, logistics, and weather concerns.
Leveraging these insights, Stage and Screen engaged with the community to gauge attitudes and future behaviours around the festival and music scene in Australia, especially following the cancellation of several national festivals. Stage and Screen General Manager Adam Moon then discussed how its research and flight bookings to popular festivals showed growth in demand for major stadium acts, more so than for festivals – with rising costs, the elements and logistics fuelling the trend.
Stage and Screen’s thought leadership piece was picked up by multiple media outlets, including Channel Seven News, and a West Australian newspaper syndication.
Thinking of positioning your organisation as a thought leader? The Ideas Suite can help.
A thought leadership strategy in your public relations program will enhance the credibility of your organisation and its people, drive visibility, generate leads, foster customer loyalty, differentiate your organisation from competitors, and build your community.
Contact us today if you are ready to discuss a thought leadership PR program.
