How to position yourself as an industry expert and thought leader

At a time when anyone with an internet connection is able to offer their opinion, thoughts and advice on whatever topic they feel they have authority over, presenting yourself as a genuine and legitimate expert can seem like a tricky task. However, this can be an essential strategy for expanding PR efforts, raising brand awareness, improving credibility and instilling trust in your brand.

It probably won’t surprise you to hear that a successful PR strategy could transform your brand. Digital PR establishes and works to maintain a strong relationship between a brand and its target customers. Preserving this relationship relies on trust, time and the company’s credibility – all of which can be helped through thought leadership, one of the most powerful tactics in a PR’s toolbelt. Not everyone can be a thought leader, but wth the right strategy, relevant targets and informed advice, you could become the go-to industry expert in time.

Thought leadership tactics are a powerful element to a wider PR strategy, allowing individuals and brands to become recognised authorities in their niche. This is done through sharing valuable and educational content which helps audiences make informed decisions.

In this blog post, we explore the benefits and strategies of thought leadership to shed light on the role public relations (PR) professionals play in positioning some of the media’s most influential spokespeople.

What’s in this article:

What is an industry expert or thought leader?
What is the purpose of a thought leader or industry expert?
How can you become an industry expert or thought leader?
What is an example of industry expertise and thought leadership in PR?
Key takeaways

What is an industry expert or thought leader?

Although some companies may view thought leadership as a quick win for media coverage and links, successful thought leadership takes effort, time and real actionable expertise.

An industry expert is a professional who possesses expert knowledge, experience and specialised skills in a particular sector or field. These industry leaders have often spent years working within their industry, allowing them to develop a complex understanding of their industry’s most topical subjects. Their expertise is recognised by both industry peers and the public.

Industry experts often play a crucial role in shaping the direction of their field, and have real influence. Their opinions are valued because they are grounded in extensive experience and a comprehensive understanding of their industry’s history, current state and future potential.

In addition to their practical knowledge, industry experts often engage in continuous learning in order to stay updated with the latest trends, technologies and methodologies. This commitment to staying on top of industry insights ensure their advice remains relevant, which further enhances their influence and authority. This perfectly positions the person as a spokesperson for the media.

Contribution to media discussions is an essential part of a strong PR strategy. Finding thought leaders and having a strong spokesperson to put in front of relevant media contacts is a great way to raise brand awareness, build authority and develop strong relationships with media contacts.

What is the purpose of a thought leader or industry expert?

Industry thought leadership is all about shaping someone’s perception of you. The purpose of a thought leader is to guide, influence and shape the future of their field through actionable insights. These spokespeople serve as catalysts for innovations and introducing new ideas to drive progress in their industry. Their primary role in media conversations is to offer a new perspective to help organisations and professionals navigate complex industry-wide challenges and capitalise on upcoming opportunities.

Thought leaders do not just talk about themselves. Effective industry experts generate content that is relevant to their target audiences and their biggest pain points. By sharing perspectives on your industry as a whole and offering real advice to peers, you can help your audience’s perception of you. A successful and effective thought leadership campaign will position you as more than just a company attempting to sell its own products or services.

According to PR Daily, 55% of those creating thought leadership do so to increase positive sentiment among potential clients, 48% do so to get leads to reach out for more information, and 40% do so to get potential clients to consider their services.

How can you become an industry expert or thought leader?

Establishing yourself as a thought leader isn’t a quick process, it takes time to build the trust and respect of not just your customers and audience, but journalists too.

However, once you have earned that trust and authority, you can become a top resource for consumers and the media when they’re looking for a respected expert for comments and insights.

Being a thought leader can also give you a competitive edge. It can help your brand stand out in a competitive business landscape. With many consumers more likely to recommend a brand associated with a thought leader, it can drive brand loyalty and generate new business opportunities.

A great way to begin with thought leadership is to identify your audience’s pain points and work from there.

Are there any new tools and technologies you can give insight or opinions on?
Advice for e-commerce, how to get brands in your space noticed and reach new audiences.
Is there any merchandising advice you can provide for in store marketing teams in your industry?
How to convert sales and increase spend?
Are there any industry trends that can be leveraged to operate better?
Any industry-wide issues or common complaints that you can give insight on?
Can you offer any recruitment advice? Or advice to the general public looking to gain a job in your industry?

From here, you can offer real actionable advice. Working off real life issues in your industry makes your advice even more valuable and trustworthy.

What do you bring to the table which can position you as someone to listen to? For example:

1. Contrary opinions

Is there anything in your industry you don’t agree with or have a unique perspective on?

2. Personal stories

Do you have any unique or shocking personal stories to share with audiences? Vulnerability helps to build trust and credibility.

3. Industry-wide knowledge

If you have the resources to run surveys or share business stats, make the most of this and use them in your outreach.

4. Your professional connections

Work your connections and bring other thought leaders into your orbit and platform.

There are various platforms and mediums for industry leaders to share their thoughts. One of the most effective digital PR tools is through press releases, thought leadership writings and expert commentary. Consistently pitching valuable advice encourages further expert comment requests from journalists.

However, thought leaders can also be seen at speaking engagements, conferences and webinars. These events, alongside regular media placements, can allow leaders to reach a wider audience and help their voice be heard by professionals in their field.

Social media platforms provide a direct and interactive method for industry leaders to share their thoughts and advice. The real-time communications means leaders can be super reactive and current.

As an industry leader or hopeful industry expert, the best thing you can do is keep your ear to the ground. Your industry isn’t static, and there will constantly be new developments and potential issues to speak about. Keep in contact with your network to stay on top of possible subjects for your thought leadership. Through these methods, industry leaders help peers and the public to navigate challenges, innovate and achieve success.

What is an example of industry expertise and thought leadership in PR?

Through digital PR tactics and relationships built with relevant journalists, we can actively pitch thought leaders to the media.

This could be done through a number of ways, but putting together a simple expert comment ‘reach out’ or press pitch is a great way to grab attention. See an example of how this may be put together below:

An example of effective thought leadership through digital PR can be seen through our work with our very own gardening expert Chris Bonnett and his company Gardening Express. We have worked with Chris for several years and helped to build his profile among gardening, home, lifestyle and national press titles.

So, when The Express got in touch and requested that we put forward bi-weekly columns from Chris to share his expert knowledge and advice, we jumped at the chance! This is a great example of how consistent media pitching and offering really relevant, new insight can land thought leaders with their very own regular spot in one of the UK’s biggest news titles.

Check out a recent column here.

Key takeaways

Not everyone can be a thought leader, but wth the right strategy, relevant targets and informed advice, you could become the go-to industry expert in time.
Being a thought leader can give you a competitive edge as many consumers are more likely to recommend a brand associated with a thought leader.
Establishing yourself as a thought leader isn’t a quick process, it takes time to build the audience’s trust and respect.
Keeping your ear to the ground and making sure you are well versed in industry updates, issues and developments is essential to being a strong thought leader.
Think about what you can offer: Contrary opinions, personal stories, industry knowledge or personal connections.
Consistency is key and can make all the difference with those all important media placements.

Want to know more about how we could help position you as an industry expert? Please get in touch.