Harnessing Thought Leadership to Stand Out Amidst a Fast-Paced News Cycle

In the fiercely competitive landscape of today’s industries, maintaining a prominent presence within the ever-evolving media cycle can be a challenging feat. Over the long term, this challenge underscores the importance of establishing a distinctive leadership position within one’s sector.

When conventional PR strategies fall short, companies should reconsider their approach.

Elevating the C-Suite into the Spotlight

The presence of a dynamic and media-savvy C-suite is pivotal to a successful PR program. Companies boasting articulate, relatable executives armed with robust subject-matter expertise and the ability to articulate their visions tend to grab quotes and garner attention. Journalists often turn to these executives as valuable sources for their stories, leading to enduring relationships with the media.

Three essential steps can propel your executives into the media spotlight and translate media opportunities into tangible results:

• Construct a robust media profile for each executive, showcasing their background, expertise, and areas of specialization.
• Define topics and devise compelling strategies to position these topics within the context of the current news cycle.
• Ensure your spokespersons are well-versed in media interactions and capable of effectively conveying key messages.

Not All Announcements Command Media Attention

Maintaining a consistent stream of announcements signals to the media your commitment to realizing your mission, potentially capturing market share, and advancing your industry standing. Distinguishing your press releases lies in the nature of your announcements and how they are framed within the release.

• Regularly issue announcements covering corporate developments, product launches, partnerships, and client updates.
• Keep in mind that press releases targeting specific markets, such as a German partnership, may not gain traction in other markets unless a relevant connection exists.
• Analyze your competitors’ announcement strategies and explore additional opportunities.

Become an Engaged Industry Participant

For companies entering the market, establishing a presence as active industry players may require extra time and effort. Without brand recognition, building credibility can be an uphill battle.

Investing in memberships with prominent trade organizations enables you to stay abreast of industry trends and pivotal developments shaping its trajectory.

Collaborative PR efforts, such as co-authored articles with trade groups and partners pursuing common objectives, can set you apart. Many companies limit their PR initiatives to executive contributions, often overlooking opportunities to jointly position clients and partners for media exposure.

Stay Informed and Voice Your Opinions

Seizing the moment through Newsjacking offers an excellent chance to swiftly enter the news cycle and amplify your executives’ perspectives to a broader audience. This entails real-time monitoring of breaking news by PR executives, who can promptly reach out to reporters.

Executives leading the charge in media coverage inherently stand out from industry peers, positioning themselves as go-to sources for significant industry developments.

Executives should focus on addressing broader trends and issues, not solely their business interests. This doesn’t require venturing into controversial territory or risking reputational damage.

Nurturing Media Relationships Takes Time

Building enduring relationships with the media is a gradual process. Consistent engagement with the media and delivering relevant insights through compelling pitches serve as a strong foundation for both relationship-building and differentiation.

Reporters have their editorial priorities, but companies setting themselves apart in views, positioning, announcements, and narratives have the opportunity to influence these priorities.

Expectations of publishers are on the rise, with both business and consumer news outlets striving to produce more frequent, engaging, and pertinent content. Often, these elevated expectations are not accompanied by additional resources or staff.

PR teams must work diligently to extract creative insights and newsworthy information from their executives, doing so faster and more effectively than their competitors. While there’s no one-size-fits-all recipe for success, the aforementioned strategies provide a solid blueprint for establishing differentiation and achieving impactful results from a PR program.

Katarina Matic is the Global Senior Director at Montieth SPRG and M&Co.

PR News Online published the original version of this article.