THE IMPORTANCE OF THOUGHT LEADERSHIP FOR B2B PR CAMPAIGNS

INTRODUCTION

Thought leadership refers to the ideas that are expressed by a person, on account of their expertise in their respective fields. Built through strategic and dedicated efforts, thought leadership is instrumental in building industry presence, as well as brand awareness. This would require a combination of utilizing PR positioning, social media and more to cement a person or business leader as a leader and expert within their industry. The ultimate goal of thought leadership is to generate value, build knowledge, and take stances on pressing industry matters. Thought leaders are considered as subject matter experts (SMEs) and it can enable them to hold influence in their chosen niche.

WHY THOUGHT LEADERSHIP IS IMPORTANT FOR B2B BRANDS

B2B brands are more industry specific, as opposed to B2C brands. While thought leadership can benefit B2C brand leaders, it is essential for B2B brand leaders. It can qualify the spokesperson or leader as a credible source of information and insight within their realm. This can lead to stronger industry influence, inspire innovation with the field, and foster forward thinking. It can enable a business leader to focus on their expertise and seek opportunities that allow them to best utilize their expertise. While creating a PR Campaign for a B2B brand, thought leadership must be taken into consideration. Focusing on specialized industry publications, events are all great ways to demonstrate thought leadership. Many argue that thought leadership is all about taking a stance on highly debated issues in the industry, no matter how controversial, while others argue it is about demonstrating knowledge, while in reality it is a combination of both.

HOW TO ESTABLISH THOUGHT LEADERSHIP USING PR

Positioning that highlights the expert and his knowledge on different industry issues is the starting point to establishing thought leadership using PR. The best way to highlight this is by pointing focus to few areas where the spokesperson is highly knowledgeable, and thus streamlining their areas of expertise. Additionally, taking note of the latest industry news and happenings can lead to more opportunities to comment, or share any insights on the same. News and trending topics can also be utilized to secure many thought leadership opportunities that can range from mainstream to niche industry publications, TV shows or Radio, and even social media. It is also important to draw inspiration from multiple sources, including other industry leaders to highlight clarity and forward thinking. When it comes to social media, one of the best platforms that can highlight thought leadership is LinkedIn. A platform that fosters innovation, and ongoing discussions on pressing business and industry issues, it is a great way to showcase thought leadership and also connect with other innovators and leaders, exchange viewpoints and ideas, and partake in engaging discussions. This is especially pertinent in Dubai, as the city is constantly striving towards innovation and excellence.

POP SUCCESS STORIES

As a Dubai-based PR agency, Pop Communications has worked with a range of B2B and B2C brands, making effective use of thought leadership to position brands as industry leaders. Working with auto tech firm Kavak, Pop Communications used thought leadership to position Kavak and its spokesperson as an expert in the automotive industry. Yet another example of this was homegrown jewellery brand Etika Jewels ( a B2C brand) and utilizing thought leadership to position the brand as a leader in ethical fine jewellery, and its founder as an expert in ethically sourced diamonds and gemstones. Other examples include brands such as Terra and Powertech Mobility and highlighting their expertise in the sustainable transport/ electric vehicle space.

Also Read – PR FOR B2B VS B2C BRANDS 

CONCLUSION

Thought Leadership is considered to be a key PR tool for B2B brands. It acts as a great way to disseminate expert information, encourages discussions, and foster collaboration. Both traditional and social media can be utilized for effective thought leadership. It is especially important in Middle East, especially Dubai, as it is a region that is constantly striving towards innovation and advancement. One of the most effective social media platforms for this is LinkedIn, as it connects many likeminded individuals and leaders.