At-A-Glance

• Thought leadership positioning can be a winning tool to help organizations build their visibility, trustworthiness and relationships with their audience or community
• At SMPR, we build successful thought leaders by becoming a part of our client’s team, strategically identifying key messages and leveraging relationships to tell stories
• Our advice: Anchor your message in proof, look for your opportunity to speak up, analyze your audience and get your message out 
• Find the right fit for your story, and be patient but persistent

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Making the decision to send out a message to the public can be daunting, but in an increasingly competitive media market, a strong voice is a valuable tool. Authority has the ability to cut through the noise, making thought leaders a powerful asset in advancing a cause and building public trust for their organization. 

Positioning someone as a thought leader builds trust with the broader community, making them a go-to source for partners and the media, and a voice people rely on to gauge what’s happening around them.

‍How do we build thought leaders at SMPR?

At SMPR, we’re very selective about the stories we tell. By leveraging our clients’ expertise, we create meaningful coverage that highlights their work shaping the future of our state—a responsibility we take seriously. 

We are an extension of our client’s team. No one knows their organization like they do, and by integrating ourselves with their team we are able to strategically elevate their actions and support key strategies. 

Our team harnesses our relationships with local and statewide media to tell stories in newspapers, magazines, podcasts, radio and broadcast television. We also have a deep understanding and network of the players and communities that make up Florida, which allows us to identify opportunities for our clients to form strategic partnerships with corporations, community organizations, elected officials and more.  

To better understand what goes into making a thought leader, we asked SMPR PR & Public Affairs Director Lexie Savedge, APR, to share her insight from her years of experience. Here are some of our top tips for success:

‍Anchor your message in proof

Actions speak louder than words. The stories we tell are rooted in our client’s work and our messages help amplify that work. 

“For us, it's more than weaving a narrative. It's taking a look at what our clients are actively doing and finding ways to share it with their target audience. It’s identifying new ideas for partnerships, new communities to engage with, and gaps in data that might drive industry growth,” Lexie shared. 

We help our clients build credibility, relatability and trust, differentiating them from other organizations. 

Words alone are not enough. Instead of saying “we are committed to youth mental health support,” show the world the evidence behind your claim. What has your organization done to reach this goal? What do you have planned to advance this goal? 

For example, “Because we are committed to youth mental health support, we are providing 1,000 free therapy services to middle school students in the Tallahassee area over the next year.” By showcasing your organization’s actions, you  not only communicate your goal, but you demonstrate the measurable results that can be felt within your community.

‍Look for your opportunity to speak up

Stay well-informed with relevant conversations in the news. In order to know when to act, you need to be tuned in, watching and listening for an opportunity to add value to the conversation. This could be a new law passed that impacts your audience, a political change affecting millions in your industry’s area, or a good program being offered for members within your community.

Identify gaps. What important topics are not being addressed right now by the public, media, content creators, organizations or other thought leaders?

Analyze your audience and get your message out

When you’re ready to get your message out, it’s important to know who you want to reach and how you can reach them. 

“It's looking at a target audience, identifying the channel that is going to reach and engage them, and then crafting messages that will resonate,” Lexie says. 

This could entail reaching out to media outlets and offering your expertise and insight on a particular topic or issue, or working with a community partner to speak at an upcoming event. 

Find the right fit for your story

But how do you know who to send your story to? 

"‘Professional stalkers’ is what we call ourselves,” Lexie jokes. "You have to understand who the individual is and that starts with reading the content they're producing. Get a deep grasp of who the individual is so you can develop an approach that speaks to them and then, always, always follow up.” 

Find individuals who have told similar stories and use your understanding of their writing style or beat to angle your pitch. This is a foot in the door to begin building a long-lasting relationship.

‍Be patient but persistent

When you work toward building credibility and reputation as a thought leader, reporters and partners will think to call you first for insight on a particular issue. 

“It doesn't happen right away,” Lexie says. “But over time, our clients start to notice people calling or asking the questions you've been waiting for. Now, that doesn’t mean it’s time to sit back and relax. You continue fostering those relationships, building on your connections and deepening your rapport.” 

We know that thought leaders are not built in a day. It’s all about strengthening relationships over time and working diligently to advance your cause. 

 At SMPR we are here to help you tell your story, further your impact and optimize your communications plan. 

SalterMitchell PR is a member of the IPREX Global Network, where you can find additional resources on the business risk of saying nothing.

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‍If you’re interested in optimizing your communications plan, SMPR is here to help. 

With a multigenerational team and 25 years of business, we specialize in cutting through the noise to help you connect with your audience.

Let us help you achieve your goals.