June 14th, 2017
The Media needs you. Become the authority that journalists quote when the news breaks in your industry and create media opportunities. Read this post to find out how to create thought leadership pieces that will improve your reputation.
Businesses might need the media for exposure, but it works the other way around too. Journalists need data, information and experts to develop the news and validate their stories. Industry knowledge is everything. Business owners naturally have it from working in their field. So put it to good use by giving it to the press.
Wondering how you can use thought leadership as a way of gaining media attention? I’ve spent years in the newsroom chasing stories. So I can tell you from a journalist’s point of view that they need you as much as you need them. Entrepreneurs and small businesses with a DIY PR approach can work closely with the media if you brand yourself as an industry leader.
Thought leadership ties in closely with content marketing because you are what you publish. It’s important for both B2B and B2C companies because everybody would rather buy from an expert and industry leader than another business. While some may dismiss the term thought leadership as business jargon, marketers and PR pros know that tapping into the company’s expertise and professional standing is a way to attract both journalists and new customers.
Write like a leader, act like a leader and the media will perceive your business as a leader in its sector. Journalists are good at finding and telling stories but they don’t know about everything. This means they need people like you. They need your knowledge and experience to add authority to their articles and make sure the news is relevant to their audience. Journalists have a lot of contacts, but if you can build a good relationship with a journalist specialising in your industry then there is a good chance that they will ask you for your opinion on a range of stories. Your business will then get featured in relevant news articles for free, further positioning the company as an industry frontrunner.
Using thought leadership to get into the media will improve your:
Think about the news articles you read on a daily basis. If you’re reading a credible news source, how many of them feature quotes or opinions from public figures, professionals or experts? Undoubtedly almost all of them. Journalists also use business leaders to validate news articles in the media like in these examples…
The Independent recently published a tech article in which the CEO of Microsoft warns against the unintended consequences of technology. The business was even featured in the headline – further cementing Microsoft as the go-to authority for the tech industry.
You can also write entire articles as an industry leader which could get picked up by publishers. For example, as the UK election campaign gets underway, the charity Shelter has written a blog about which parties could fix the housing market. The Huffington Post is one of the best places to pitch these kinds of articles to.
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