Public relations thought leadership and op-ed campaigns

Craig, I’m not sanguine on op-eds these days. We used them at several companies, and I’m not sure they made a whit of difference in people’s understanding of our positions, even if we count only key influencer publics.

So often, an op-ed is designed to represent a point of view that the reporter failed to include in a news story, or is designed to “get a message out” to op-ed pages readers. This is still largely output mentality — few of these op-eds include calls to action (aside from some of the op-ed work undertaken by industry organizations; here in the states they might include the National Association of Manufacturers, or the Financial Services Roundtable, for example.)

Of course, that may be a reflection on the continuing decline in newspaper readership and the advancement of television advocacy journalism.

Thought leadership is still a sought perception, but many of the tools upon which we could previously rely are falling into disfavor. Direct communication via organizational social media seems like a better bet than op-eds — especially because we can measure reader behavior when the content resides on our sites.

Thanks for the thoughtful comments, Sean.

Perhaps it is a little different in the US to Australia, but in my experience op-eds are placed just as often as a proactive mechanism, often as part of a coordinated communication strategy, as much as a defensive, ‘why didn’t I get quoted fairly/accurately/at all’ response.

Also, I look at them more as enhancing the brand of an organisation by displaying thought leadership, rather than focusing on a specific call to action. Though, certainly, the latter very much has a place when taking the op-ed approach.

As to whether social media is a better bet than op-eds in traditional media, I think it just ‘depends’. It depends on the overall strategy of which the op-ed or social media program is part of, it depends on strategy goals/objectives and, of course, it depends on the target audiences.

And whilst the impact of social media campaigns may be easier to measure, I think the inherent third party endorsement of being in a reputable media outlet (not that I think many of them are that reputable, but we are talking target audience perceptions of ‘reputable’ and influential, here…) has a lot going for it. Some might even say it has a lot more going for it than a social media campaign.

But, and here is the critical point, there is no reason why they can’t be part of a coordinated whole.

Thought leadership (TL) platforms are a must in the brave new world of online news media, influential bloggers as well as traditional print B2B. A business climate of rapid change has only helped as clients urgently seek new solutions.
My Australian based Big Four firm distributes over 70 pieces of TL every year and bases much of our PR, marketing and BD activities on this program (50% locally developed and 50% tailored for Australia from our global firm TL).

Although Head of Communications with a focus on media relations, I quickly realised the importance of building integrated communication and marketing campaigns utilising email alerts, website flashes, media, inhouse client events, industry conference keynote speaking opps, internal market briefings,one on one client briefings etc, marketing collateral.
Our TL is part of our intensive sales campaigns, targeting programs and account management and has only grown in importance in the eyes of the firm’s leadership over the years.
Does it work? – check out the success of the professional services firms who have used this pathway to build eminence (for the brand and individual partner experts)as well as a door opener to senior executives confused by a change. As a PR practioner it is a must!

Thanks for taking the time to comment, Vessa, and give an insight into how one of Australia’s most influential and prestigious companies utilises, and places a high premium on, thought leadership and op-ed platforms.

Craig. Thanks for this very thoughtful piece. I have found that the real challenge with opinion pieces is that many managers want to be quoted, but dont have any interesting or worthwile opinions, and the piece turns into corporate pap churned out by the PR dept rather than genuinely reflecting true thought leadership. I am a very keen supporter of the concept, but the manager must have something worth saying, and be prepared to say it forthrightly. Sadly, too many managers prefer to hide behind jargon and corporate speak.

I hear you, Tony! Been in that situation myself. I think it one of our roles in the process is to provide ‘frank and fearless’ advice as to what will run in the media and positions the organisation/spokesperson positively.

Corporate pap just doesn’t wash.

I also think the best of our profession help spokespeople by being proactive and creative (and business-relevant!) in contributing ideas to enhance and explore notions touched on by the spokespeople themsleves.

Thanks for your thoughts.

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