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Thought leadership – your people are your biggest resource
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, your CEO may not be the best person for the job. If that’s the case, it’s time to search for the thought leadership heroes in your company. Before you start, it’s important to be clear about what corporate thought leadership is for. First of all, [...]
What makes a great story?
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 most common trap that organisations fall into is imagining that people will be interested in something just because they’ve said it. If your CEO is Richard Branson, you might get away with that. But for the rest of us, it takes a bit more effort [...]
What is brand journalism, and why do I need it?
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 companies than either politicians or the mainstream media. And they expect CEOs to show leadership on issues ranging from equal pay to the environment. Against this backdrop of growing mistrust among the wider population, there presents itself an opportunity for businesses to jump in and [...]