This week, we are sharing Lucy Siegel of Bridge Global Strategies’ blog about PR magnifying thought leadership…

There are trends and buzzwords in every industry, and “thought leadership” is currently on everyone’s lips in the world of public relations. Actually, this has spread way beyond the PR industry and is often heard now in the business world as a whole.

According to Wikipedia, a thought leader is “business jargon for an entity that is recognized for having innovative ideas.” The business media have featured articles ranging from how to “engage” [another buzzword] thought leaders, to how thought leaders can engage employees. Among many articles on thought leadership, the Harvard Business Review (HBR) weighed in with “How to Become a Thought Leader in Six Easy Steps.”

Thought leaders stand out.

If you read between the lines in the HBR article, you see that the headline is a little misleading. The article really tells you how to leverage the thought leadership you already have, rather than giving lessons on becoming a thought leader. The truth is, the best PR in the world can’t turn a follower into a leader. PR can, however, help people who actually are thought leaders to be spokespersons for their organizations, to draw attention to and build credibility for their companies.

Thought leadership doesn’t have to come from big company executives. Entrepreneurs in start-ups can leverage it to build their companies into “challenger brands” (companies that give brand leaders a run for their money). Steve Jobs was one of the most famous thought leader entrepreneurs. Although he ended up CEO of one of the biggest technology companies in the world, he started as an entrepreneur working in a garage.

Scott Public Relations developed a white paper on this topic: “Seven Steps to Thought Leadership,” which outlines the path which executives can take to achieve this enviable position.

As always, your comments are welcome.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a thought leader campaign, contact Scott Public Relations.

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