The message not the medium
True corporate thought leaders should develop a considered and compelling viewpoint before they consider how to communicate their message, suggests Paul Mottram
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| Mottram: Thought processes must engage |
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 Relevance means having a clear recognition of what is interesting to the outside world
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Savvy corporate and marketing communicators have long known that thought leadership is an important driver of reputation, influence and preference.
Today, however, true thought leadership depends more than ever on a strong point of view to stand out from the crowd and truly lead.
New, online communication channels are creating exciting new communications opportunities, from social media to blogs.
But they are simultaneously challenging the business, consumer and trade media at the heart of traditional technology public relations campaigns.
Mainstream and consumer media are suffering from declining attention as consumers spend more time online and interacting with each other. News and business media are struggling to invest in online and mobile editions that their readers will actually use, while circulations and advertising revenues decline.
Specialist media, in particular, are disappearing at an alarming rate as their traditional advertiser base devotes more resources to alternative communications strategies, including – ironically – public relations and public affairs.
In 2005, the mobile and telecom industry, for example, was served by five regional trade magazines. Today, that number has fallen to one. Meanwhile, increasing competitiveness in the conference and seminar scene is leading towards a polarisation between a small number of true must-attend events and a "long tail" of those that are more marginal and entirely sponsorship dependent.
In this environment, competition for attention is tougher and standards are higher. Far too often, this so-called thought leadership material has little insight, no new take, and no clear relevance, especially to the Asia market.
Too much marketing
White papers and bylined articles that are thinly disguised marketing material or one-sided propaganda are overlooked. Media-trained spokespeople with their corporate key messages and powerpoints are virtually ignored.
Smart communicators are recognising that in this new environment, the audience is in charge. If you want their attention, you have to earn it.
When every organisation in your sector or market is churning out “thought leadership” on the same issues, the same industries, the same consumer dynamics, you really have to stand out.
In the increasingly crowded world of corporate thought leadership, standing out means having a credible, relevant and interesting point of view.
Corporate viewpoints can be about trends in consumer behavior, markets, economics, technology, demographics, people or society.
More often than not, they’re based on change, and how that change will affect a defined, like-minded community that is your audience, or a part of it. And though they will be relevant, they’re NOT about your company or your product. Some examples:
• A European auto manufacturer in China believes that environmental responsibility is less about what car you choose, and more about how you drive it
• A power generation equipment company believes that China can’t solve its clean power generation challenges with new plants alone: it must also enable existing plants to retro-fit for carbon capture
• A Fortune 500 global relationship management company, believes that in difficult economic conditions, public-facing enterprises should treat their contact centers as profit centers to unlock their full value
As these examples show, viewpoints don’t need to be relevant to all the people all the time. But to get attention in the crowded, noisy, constantly-changing environment of the Internet – or, for that matter, the traditional media newsroom, or onto the agenda of the right events – each viewpoint must be insightful, objective, relevant and original.
It's about insight
Insight means a deeper understanding of, or a more useful, intuitive way of seeing an issue. As bona fide experts in the markets they serve, most organisations already have a store of this insight, often under the title of “thought leadership”, or at least the means to uncover and develop it.
Perceived objectivity has never been more critical, and unfortunately many organisations fall at this hurdle. Your audience is sophisticated and finely attuned to identifying and discounting bias.
Truly compelling viewpoints are relevant to your organisation’s proposition, but do not undermine your trust with your audience.
Relevance means having a clear recognition of what is interesting to the outside world, or your community, or anyone who is not already a customer, employee or other stakeholder. Relevance can change quickly, and a keen sense of breaking news and evolving trends is essential.
Originality sets your viewpoint apart, giving a new interpretation or twist on the traditional way of looking at the world. When addressing topics crowded with thought-leadership, it is the originality of your viewpoint that will get attention and set your organisation apart.
Not all viewpoints are created equal. Sometimes a penetrating insight will overcome limitations to objectivity. A breaking news event may make an otherwise peripheral viewpoint blindingly relevant.
A new twist will turn a previously received wisdom on its head. Or a local take can create the context that makes a bland, global trend penetratingly relevant.
The key task for communicators is to maintain a clear assessment of what viewpoints the organisation has, and how they are being communicated to its audiences.
Viewpoints redefine corporate thought leadership, and will quickly become the most compelling media pitches, the subject for speeches and conference presentations, and for executive bylines.
Crucially, viewpoints also provide the impetus to truly engage audiences online, via existing or newly created communities and affinity groups.
In an increasingly crowded and sceptical communications environment, a compelling viewpoint lifts your organisation above the traditional communications monologue and into the stratosphere of "dialogue".
Paul Mottram is chief operating officer of Upstream Asia in Hong Kong
The Thought Leaders Forum is brought to you in association with Augure - the market leading reputation management solution
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