At our PR agency, we are often asked about thought leadership—long-form articles that demonstrate how a company is at the forefront of development. In practice, this often becomes an interview with a spokesperson or expert, or a self-written article such as an opinion piece or column. But how effective and important is this type of PR activity, really?

There are several advantages to thought-leadership articles:

• The most important advantage is that they can create a connection between the brand and the area where it wants to be perceived as a market leader. The goal is to become top-of-mind when a potential customer thinks about a need they have.

• Another advantage is that these articles look ahead, and therefore show that the company is an innovative, forward-thinking organization—something that benefits most brands.

• Additionally, this type of article typically receives substantial space, which can help increase brand awareness.

• It is also a format where it is often acceptable to speak more freely and advocate for your own perspective—something the media is otherwise often very restrictive about.

Many of these advantages apply to other PR initiatives as well, but thought-leadership articles are clearly among the most effective tools available.

What Should a Good Thought-Leadership Article Look Like?

The most important—and perhaps the most difficult—thing is to find a strong angle. Above all, it should meet these criteria:

• Relate to something the media is interested in. To gain traction, it is a major advantage to discuss trends—especially within topics the media is already covering.

• Focus on something you actually know about. Expertise is one of the most valuable assets a company can use to interest both the media and its own target audiences.

• Offer a unique angle that has not yet been expressed in the media.

Another piece of advice is to comment only on things you genuinely believe. The article needs to have an authentic foundation in order to feel genuine and credible.

Feel free to talk to your PR agency about how to develop thought-leadership articles and get them published!