PR partner
In most industries, there is one issue a company should own. Usually, someone else owns it.
The explanation is rarely a lack of ambition. Thought leadership requires a different approach than conventional communication. Those who want to shape the conversation about their most important issue need to take on a responsibility no one else will – to become their own industry voice.
Westander helps you identify that issue and take a clear position. We work with a three-year objective as our guide and concrete PR plans across three parallel tracks: the company, the industry and society.
It also requires something from you. You need a clear focus area, a mandate to take a stand and the determination to see it through. We contribute focus, structure and an external perspective. You contribute expertise and courage.
The result is a company that does not respond to others’ agenda, but sets its own.
10 tips on thought leadership
1. Start from your business goal
Ensure that your thought leadership has a clear connection to your business operations. When the specific field is business-critical, it becomes easier to bring the whole organisation on board.
2. Limit your scope
Focus your thought leadership on an area where you can naturally be perceived as an expert. The more concrete and specific you define the field, the easier it will be to establish your position as a thought leader.
3. Contribute to society
Base your thought leadership on an ambition to contribute to positive social development. Start from the public interest when formulating your messages about change.
4. Put forward proposals
Present concrete proposals that drive development in your field. Be clear about what the problem is, what you want someone to do, and how you contribute to the solution.
5. Share knowledge
Offer practical and useful knowledge in an accessible way to customers, industry colleagues and decision-makers. Use formats such as tip lists, reports, social media, websites, opinion articles and handbooks.
6. Engage the organisation
Work continuously to build internal support for your thought leadership among employees and managers. The entire company must be able to live up to customers’ high expectations in your field.
7. Get involved in the debate
Take clear positions in the debate and be prepared for reactions from those who disagree. View any criticism as an opportunity to communicate your message once more.
8. Prioritise one message
Select a single message that summarises what you want to achieve through your thought leadership. Repeat this core message frequently and use it as a common thread throughout all your communication.
9. Develop spokespeople
Appoint key individuals among your employees as recognised experts and spokespeople. Develop action plans that help them work proactively and convey your messages.
10. Define the long-term objective
Formulate a clear three-year objective that can guide your thought leadership. Promote focus and perseverance by annually measuring employees’ assessment of your progress.
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PR Handbook
For more than 25 years, we have shared practical PR knowledge openly through the PR Handbook. It offers tools and guidance for responsible communication and constructive public debate.
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Taking part in public debate can strengthen both your brand and society. Here we outline seven reasons why companies that engage openly create both commercial and societal value.
About Westander
Westander is a Stockholm-based PR agency specialising in strategic communication and public affairs. We help clients strengthen their brands and engage constructively in public debate.