But really, it’s about helping your executive become the person people turn to when they need the good stuff real insights, not just noise.

It’s about earning trust by sharing ideas that actually help. Getting your executive’s name in a place like Yahoo Finance can make people lean in and listen. This article’s gonna unpack what thought leadership PR is, why it’s worth caring about, and how you can help your executives shine as experts. Let’s do this.

I’ll be real with you: the first time I heard “thought leadership,” I thought it was just a fancy way of saying “bragging.” Like, who’s got time to be a “thought leader” when you’re drowning in emails and meetings? But then I saw it work.

A buddy’s boss started sharing practical fixes for supply chain messes, and suddenly she’s getting quoted at conferences. It’s not about being the loudest; it’s about saying something that sticks with people.

So, what’s going on with this whole thing, and how can you make it happen for your team?

What’s the Scoop on Thought Leadership PR Right Now?

Thought leadership PR is kind of a big deal these days. Companies are scrambling to make their executives the go-to voices in their industries because it builds trust and pulls in customers.

There’s this 2023 study from Edelman and LinkedIn that says 68% of B2B buyers are swayed by thought leadership content when picking who to work with. That’s not just a random stat it’s a legit reason to pay attention.

Here’s the catch, though: it’s getting crazy crowded out there. Open LinkedIn or X, and it feels like everyone’s trying to be the next big expert.

Companies like 9Figuremedia are helping executives stand out by coming up with strategies that feel real, not like some slick PR pitch you’d roll your eyes at.

People want authenticity nobody’s got patience for recycled buzzwords. Stuff like podcasts, short videos, or even live chats are blowing up because they let executives share what they know in a way that feels like a real conversation, not a lecture.

But it’s not all easy. Executives are swamped. Finding time to write a post or prep for a podcast can feel like trying to fit a nap into a 12-hour workday. And there’s always the risk of sounding fake if the content’s too polished.

I remember reading an article once that was so stiff it could’ve been written by a spreadsheet. Compare that to, like, ten years ago, when thought leadership was all about boring reports or niche trade mags.

Now, it’s about reaching people where they’re at scrolling on their phones, half-distracted. The payoff’s worth it, though: brands that stick with it get more leads and stronger trust. It’s just not something you can half-ass.

How to Make Thought Leadership PR Work: The Breakdown

So, how do you take an executive and make them the expert everyone trusts? Let’s break it down into a few pieces that actually make sense.

1. Figure Out Their Superpower

First, you’ve gotta pinpoint what makes your executive stand out. What do they know that’s not just common sense?

Maybe they’ve spent years fixing something specific, like making warehouses run smoother without breaking the bank Or maybe they’ve got a fresh take on something everyone’s struggling with, like keeping teams tight in a hybrid world.

I knew this one marketing director who could explain data privacy laws without making you want to take a nap. We played that up, and soon she was getting asked to speak at industry events.

This isn’t about faking it. You’re not pulling expertise out of nowhere you’re shining a light on what they already know. A lot of executives don’t even realize how much they’ve got to offer.

Try asking them, “What’s one thing you wish your industry would stop screwing up?” That usually gets the wheels turning.

2. Pick Your Platforms Smart

Podcasts are awesome too your executive can just talk, which feels way less formal than writing some big article. The key is picking places that match who you’re trying to reach.

If you’re in clean energy, a niche podcast might do more than a generic piece in a huge outlet.

I’ve seen people mess this up by chasing every random outlet just to say they’re “out there.”

I worked with a team once that spent weeks pitching to no-name blogs, only to realize they’d have been better off with one good piece in a respected publication. Go for impact, not just a long list of links.

3. Keep Showing Up

You can’t just drop one post and call yourself an expert. Thought leadership is about showing up regularly, like clockwork. That Edelman-LinkedIn study said 74% of buyers want consistent content to trust a brand.

So maybe it’s a blog post every month, a webinar every few months, or quick thoughts on X when big news drops. It’s like keeping up with a garden you’ve gotta keep at it to see it grow.

The problem is, life gets messy. Executives get buried in work, or the ideas stop coming. I’ve been there, trying to plan content only to have a client’s schedule blow up.

One trick is to tie your content to what’s happening in your industry. If your executive’s in healthcare, they could talk about new regulations in January or telehealth trends in summer. It keeps things fresh without feeling like you’re pulling teeth.

4. Actually Talk to People

Good thought leadership isn’t just about blasting out your ideas it’s about starting a real conversation. Ask questions that make people think. If you’re in cybersecurity, maybe post, “What’s the one thing you’d fix about how companies handle data breaches?”

Then actually reply to the comments. I’ve seen executives get huge followings just by chatting with people on LinkedIn. It’s a small thing, but it makes you seem like a real person, not some CEO in an ivory tower.

Sometimes this backfires, though. I knew an executive who tried so hard to be “one of the people” that he sounded like he was selling snake oil. Don’t overdo it just share what you know and be yourself. People want insights, not a performance.

Different Ways to Go: What’s the Move?

There’s no one right way to do thought leadership PR. Let’s look at two approaches: doing it yourself versus paying to play.

Going organic writing your own posts or pitching to publications is great because it feels real. It’s usually cheaper too. But damn, it’s slow. I’ve seen executives grind for a year before they got any real traction.

Paid placements, like sponsored articles or conference talks, can get you in front of the right people fast. The downside? If it feels too salesy, people might tune out. I read a sponsored piece once that was so polished it felt like an ad for a yacht.

Then there’s the question of who’s writing. Ghostwriters can save time, but if the voice doesn’t sound like the executive, it’s a flop.

I once read an article by a CEO that was so formal it didn’t match the guy I’d met he was all laughs and stories in person. But letting executives write everything themselves can lead to typos or missed deadlines.

The sweet spot’s usually a team effort: the executive spills their raw thoughts, and a writer makes them sparkle.

Both paths have their quirks. Organic takes forever but builds trust. Paid gets you there quicker but can feel staged. It depends on what your executive’s got time for and what vibe you’re aiming for.

What’s Next for This Stuff?

Thought leadership PR is only gonna get more competitive. With everyone trying to be an expert, standing out means getting super specific.

Instead of being a “business expert,” your executive might need to own a niche like sustainable packaging or AI in finance. I’m also seeing more interactive stuff live Q&As on X, virtual panels where executives can answer questions on the fly.

AI’s mixing things up too. Tools like me (hey, Grok here) can help brainstorm ideas or draft rough content, but they can’t capture what makes your executive human.

I’ve seen AI-written posts that sound smart but feel like they’re missing a heartbeat. The future’s about blending tech smarts with real personality. Executives who can use tools to save time while still sounding like themselves will have the upper hand.

So, what’s the plan? Start with what your executive’s pumped about. Build from there, and don’t try to chase every shiny trend. If they’re into it, it’ll show, and people will keep coming back.

Wrapping It Up

Thought leadership PR is about making your executive someone people trust not because they’re loud, but because they’re bringing real value.

It’s a slow burn, but it’s worth it, whether it’s a feature in New York Weekly, a LinkedIn post that gets people talking, or a talk that leaves a mark.

The data’s clear: buyers gravitate toward brands with strong thought leaders. But it takes time, focus, and showing up regularly.

If you’re wondering where to start, ask your executive what gets them going. Build content around that, and don’t try to do it all at once.

Pick a few key platforms, keep at it, and actually talk to your audience. If you’re aiming high, landing a feature on Bloomberg can show the world your executive’s the real deal. It’s not about being perfect, it’s about being real, showing up, and having something worth saying.