One of the most important skills of a CEO is to communicate to the best of one's ability, both outside of one's organization and within it, nurturing a constant and effective dialogue therefore not only with potential clients, but also with co-workers.
Putting at the center of a PR strategy (also) the know-how, expertise, vision, point of view, and interpretability of one of a company's key figures thus becomes crucial to nurturing a brand's reputation.
According to the report "2024 Edelman-LinkedIn B2B Thought Leadership Impact." for example, 52% of decision makers and 54% of c-levels spend at least one hour per week reading thought leadership content. In addition, 7 out of 10 decision makers say they have a significantly more positive perception of organizations that regularly publish high-quality content in this area.
It is clear, therefore, that having a consistent positioning in this area increases the company's authority and consequently makes it stand out as a top player in its field. The knock-on effect that is then generated is a greater sense of trust from potential customers and stakeholders.
Being a guide (also) through the structure of effective communication
Another aspect to consider, too, is talent attraction: people want to work with forward-thinking companies that are leaders in their field. According to studies by McKinsey, among the 35% or so of employees who say they want to leave their jobs, one-third cite experiences with "uncaring and uninspiring leaders" as one of the main reasons, i.e., leaders who were unable to inspire and communicate effectively.
When leaders share a future direction that disregards what is important to people, it can worsen morale, fuel job abandonment, hinder the adoption of new ways of working, and slow the implementation of a new strategy or change.
Le McKinsey research they also show that 70% of business transformations fail, and when leaders reflect on their biggest regrets, six of the top ten regrets involve poor communication.
Being a guide and a point of reference, not only in your industry, but also (and especially) within your company, improves relationships and builds more opportunities for new customer acquisition.
Also according to the Edelman-Linkedin report, more than 75% of the decision-makers say that a thought leadership article led them to search for a product or service they had not previously considered, and more than 54% say that an organization that consistently produces content of this type led them to search for the organization's product or service offerings.
Examples of content
But how can a strategy also focused on thought leadership content production be conveyed ?
Let's look at some of the more effective ways:
- Articles: an example of PR is to provide expert comments to journalists to share in signature articles, online or in print magazines, on TV, radio, and in media such as podcasts or social.
- Interviews: a great way for more personalized insights that can be conveyed in all media (magazines, podcasts, radio, and TV)
- LinkedIn: an ideal social for posting your thoughts on current events through in-depth articles.
- Newsletters: position yourself in relevant newsletters in the field of interest, or make your own.
- Speech at events: participating as a speaker at events that are landmarks in one's industry, enhances reputation and provides an opportunity to build direct, real, and human relationships with the people in attendance.
Now that it is clearer why communicating a leader's ideas and skills is a winning strategy within a broader PR plan, we might ask whether there is a storytelling model that is effective and gets straight to the point.
Authenticity and vulnerability
Or rather, what is it that influences people?
Of course, there is no secret, but according to McKinsey research, authenticity and vulnerability, as well as emotionally engaging storytelling, can lead people to act in a way that logic and data cannot.
When leaders explain why they care about change, honestly express their hopes and concerns, and make a personal commitment to open doors toward that change, people are more likely to remember and be inspired by their message.
In addition, listening to one's target audience allows one to understand what their needs, behaviors, or problems they need to solve, so that one can offer content that is not self-referential, but puts people at the center. In this, too, a PR team becomes a guide, as they can carry out research and insights, bringing interesting insights and ideas about the sector in question (for example, at Disclosers, we have been subscribing to Statista for a few months now, where we find detailed, sector-specific reports that allow us to range across a variety of topics and always have interesting themes and data to propose).
Communicating is a bit like building a bridge between organizations and people, and when it is the leader(s) or a figurehead of the company who does it, the relationships that arise take deep and long-lasting roots.
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