August 2, 2024
Earlier this year, I shared some thoughts about getting your execs started with a LinkedIn thought leadership program. While LinkedIn is a great place to start programs like this, it’s really just the tip of the iceberg in terms of positioning your execs and subject matter experts (SMEs) as thought leaders. Here’s a three-step process to expand your company’s thought leadership efforts beyond the confines of LinkedIn:
1. DO SOME INFORMATION-GATHERING – One easy first step is to conduct a series of discovery sessions with each of your execs and/or subject matter experts (SMEs) to determine what topics they want to talk about or be known for. Our experience is that you simply can’t force someone to be a thought leader on a topic they don’t have passion for or experience to back up. We’d suggest developing a standard discussion guide to use in each of these discussions, which helps ensure you’re getting the same information from each SME – even if you must split interview responsibilities among several members of your team. One of my favorite questions to ask is, “What is something we should be known for that isn’t necessarily in your wheelhouse, and who would be a good person to talk to it?” It’s amazing what you can uncover when you ask people to share what impresses them most about a colleague’s perspectives or experience – especially when it means the work won’t end up on their plate!
2. CONDUCT A MESSAGING AND/OR MEDIA TRAINING SESSION – Once you’ve identified your spokespeople and topics they want to be known for, we’d encourage you to conduct a messaging and/or media training session to ensure those folks know how to communicate their thought leadership positions effectively. It’s one thing to be an expert on a topic and an entirely different thing to be able to speak about it in a way that appeals to a broad audience. We find thought leaders often talk in industry jargon or acronyms, or can sometimes be too esoteric in their thoughts. It’s your job as a communications pro to help them translate those thoughts into bite-sized pieces of content or strong sound bites. Ask your SMEs and execs to come to the training workshop prepared with a list of key messages and determine whether they effectively use them during the training.
Another especially important part of this process is putting your execs and SMEs through a Q&A session, which is where we often see the sheen disappear and the veering from key topics or messages emerge. Have your thought leaders practice their key messages in both formal (read: mock interview or presentation) and informal (such as Q&A) scenarios. This will help them in everything from internal town halls to external speaking gigs.
3. FIND OUTLETS TO SHARE THOUGHT LEADERSHIP – Now that your execs know what they’re going to put a stake in a ground around AND what they’re going to say about it, it’s time to find the right places for them to share that thought leadership. Beyond LinkedIn, there are plenty of places to become known as an expert. You can help by researching speaking gigs and panel opportunities at conferences; finding guest appearances on webinars or podcasts; looking for contributed column or blog opportunities; seeking awards focused on identified thought leadership areas; and/or pitching your execs as expert resources to the media that cover your industry or business. As you work through the plans for each individual thought leader, don’t forget to factor their existing travel plans in so you can take advantage of execs’ proximity to reporters or producers. Tacking on an extra day or two to an existing trip to allow for some media meetings can build or amplify reporter relationships and might uncover story opportunities with key reporters throughout the country and, if applicable for your business, the world.
Like most things in life, initiatives that pay dividends generally require some sweat equity. Programs like these can feel like a heavy lift to get off the ground, but they can also have a meaningful impact on your business. Consider some of these reasons for initiating a thought leadership program at your organization:
- AIDING WITH RECRUITMENT AND RETENTION – Thought leadership programs can add a human face to your organization, which can help if you’re struggling with recruitment and retention. Who wouldn’t want to work at a company known for such-and-such technology, or who is committed to helping the world in X way?
- BENEFITTING FROM A HALO EFFECT – Thought leadership programs can put you in the same room as other industry leaders at conferences and events, which can help build or solidify your positioning as a leader among leaders.
- CREATING WARM LEADS – Thought leadership programs can help you get in front of both customers and prospects, making them feel good about their decision to do business with you or making that cold lead a little warmer. Get ready to hear, “Oh, yeah, I just heard you on such-and-such podcast” or “Funny, I just read a really interesting industry piece you were quoted in.”
- PREPARING FOR A TRANSACTION – Thought leadership programs can be meaningful tools in building the visibility of brands who want to get more aggressive about M&A plans, or even an IPO. Having leaders who are visible can be effective when you’re working toward or through events that can transform your organization.
If this sounds like a path you’d like to explore but you’re not sure where you’ll find the extra time in your day to make it happen, let’s talk! Having an experienced partner walking alongside you can help make this light work for you while having a meaningful impact on your business.
