When it comes to PR for business leaders and entrepreneurs, one of the fastest-growing strategies is thought leadership. In contrast to traditional public relations, which is centered on getting a business or brand mentions in the media, thought leadership focuses more on the leader or spokesperson of the company.

Becoming a thought leader

As the name suggests, the mission of a thought leadership PR campaign is to establish a business’s leader as a “thought leader” in their field—an expert in the industry and subject matter. To achieve this status, thought leaders typically look for media opportunities, like getting interviewed by major publications, finding outlets to publish op-eds and guest pieces in, and making podcast appearances. Essentially, the goal of thought leadership is for the individual to showcase their expertise as widely and expertly as possible.

Why becoming a thought leader is advantageous for business leaders

For those who want to push forward innovation and change in their industry, there are few better ways to do this than becoming a thought leader. People give credence to the ideas shared by experts on reputable media outlets. While it’s important to note that thought leadership placements rarely afford the opportunity to directly promote one’s business, it can help in the long run, as prospective customers will see these articles and appearances online and be more likely to trust the thought leader and their business.

When a thought leader gets several valuable media placements, they can expect their influence and recognition to grow. Especially for those in more specific niches, becoming a thought leader is a great way to become one of the foremost figures in the industry. Of course, it takes time to build up enough success as a thought leader for this reputational benefit to take hold, but over time, they will see great benefits to their profile—and that of their business.

One of the most exciting benefits offered by becoming a thought leader is the chance to network and collaborate with like-minded individuals. After all, the point of a thought leader sharing their knowledge and expertise through these mediums is to start a discussion. If you can continue this discussion by sharing your placements on social media, you can engage with others online and potentially connect with future collaborators or leads for your business.

Similarly, becoming a thought leader can help a PR campaign in the long run by adding to your “media resume.” As a thought leader begins to be quoted as a credible source of an area of expertise by publications, or have their opinion featured through contributions or guest posts, other outlets will begin to recognize their expertise. As a result, it will be easier for future outlets to say yes to using the thought leader as a source or giving them guest post opportunities, especially if some past placements are from reputable, top-tier outlets.

Thought leadership also offers tremendous opportunities for personal growth. In the quest to offer intelligent, informed commentary through the bylines, interviews, and comments, a thought leader must ensure they stay engaged with all the latest trends and developments in their area of expertise. Many thought leadership opportunities also involve commenting on newsworthy, trending topics, so becoming a thought leader is also a great way to stay informed about current events.

Becoming a thought leader might sound intimidating, but at its core, it’s all about finding the right places and opportunities to talk about the things you already know and are passionate about. Those who take advantage of the platform that thought leadership offers them to share their expertise will find they are opening the door to numerous connections—with media contacts, peers, and maybe even prospective clients or customers.


Chan graduated with a Master’s degree in Management Communication, with a focus on Marketing Communication, and an undergraduate degree in Communication Studies with a focus on Media Studies. She also has a double minor in Public Relations and Journalism. Her experience stems from direct fieldwork in the media, and public relations experience from working in-house to agencies alike. Chan is a savvy PR professional with a passion for effective storytelling, which has translated into earned client successes. Chan has landed her clients in a range of publications, including but not limited to Forbes, The Washington Post, Benzinga, Fast Company, WWD, Yahoo, Yahoo Finance, MarketWatch, New York Weekly, California Business Journal, and MSN.