It takes more than just saying “Listen to me, I’m a thought leader” to make an impact. Engaging thought leadership must offer innovative thinking on a topic that matters to your audience. Can your organisation do that? The short answer is probably – but not necessarily as well as you might think. For a start, [...]

One of the first things you learn as a trainee journalist is the importance of the ‘so what?’ test. Unless your story makes people stop and take notice, writing it is probably a waste of effort. That might seem harsh, but in today’s multimedia world, there is no shortage of content competing for attention. The [...]

We are living through a crisis of trust. Voices that were once seen as credible, from world leaders to leading media organisations, are meeting increasing scepticism. So who exactly do people think they can rely on at a time like this? Companies and their leaders, according to the 2019 Edelman Trust Barometer. More people trust [...]