More on Thought Leadership

By Heather C. Conover
Conover + Company Communications

In the last issue, I talked about ways to become a thought leader. Suppose you have taken the time – and thought – to write articles, case studies, and white papers that provide valuable information about a problem, need, or trend within your industry. How can you become a recognized thought leader if no one has seen your work? It’s a bit like the tree falling in the forest with no one there to hear it.

Although we recommend finding a home for an article based on an overview and outline submitted to and accepted by an editor, some people prefer to pitch their completed article to publications. If you don’t regularly write for publication, ask a trusted colleague to critique your work. Be prepared to go back to the drawing board or ask a writer to help you craft your ideas into a well-written and compelling article.

Once your article is published, you’ll want to obtain permission to order reprints and post the article on your web site. Expect a charge for reprints and a requirement to link to the publication’s web site. These are well worth it. Give out reprints at meetings, conferences, speaking engagements, and other venues. The article has a life far longer and impact far greater than the one issue of a publication in which it appeared. If your article wasn’t published, but it is a well-written and informative piece, “self publish” it by putting it on your web site and giving it to your target audiences.

The same is true for case studies and white papers. If you take the time to write them, make them easily and widely available.

Some question the value of one-time events, such as speaking engagements, especially if they are to smaller groups. However, it’s the quality and not the quantity of audience members that counts. Also making reprints and/or synopses of the speech and distributing these and posting them on your company web site gives speeches a much broader audience.

Starting your own compelling and interesting blog, as well as pitching other blogs, is another excellent way to become – and stay – a recognized thought leader.

Once you’ve done all this, you need to keep doing it. Only by continuing to learn and continuing to share that knowledge widely and freely can you attain and maintain a thought leadership position.

Spring 2007 -Volume 17, Number 2

All articles are copyrighted by the authors in the year published.