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Repost from Crenshaw Communications, partner of PROI
In the public relations world, thought leadership is a big deal, but the term can start to feel old, fast. How do you infuse a thought leadership program with fresh ideas and get the most out of it for PR?
Thought leaders are often defined as the leading authorities in their field of mastery and opinion. On top of strong expertise and visibility, it’s about being able to motivate, provide insight, and influence others. For many who work in specialized niches, like B2B technology or high-end interior design, thought leadership is highly desirable, helping to improve a brand’s reputation and even its bottom line.
Here are some essentials worth considering when looking to maximize a thought leadership program.
Be strategic with bylines.
Byline articles or essays on an issue or topic, carrying a byline, that are pitched and placed for publication in media are often a core of a thought leadership program. But these pieces pack more punch when timed strategically within a company’s overall PR efforts. For example, if your B2B PR plan includes a new product launch in email marketing software, it pays to push that piece on new best practices for email marketing a week or so after the product launch, when the buzz is still fresh and interest and engagement is likely to be higher.
Collaborate on ideas for written pieces.
Collaboration is key to crafting the most high-impact written pieces, whether bylines or speeches or messaging for a website. As the expert, you have the authority on what’s most current in the field, but working collaboratively with your PR partners will ensure the angle or narrative is most relevant and media-friendly. And needless to say, a byline in a relevant industry publication is a great complement, and in some ways works harder than, your own blog post.
Host an intimate, high-impact panel.
This is the ultimate way to own the conversation and control the message, since you’re the host of the entire event. Focus a panel discussion on the topic closest to your heart, to showcase the depth of your expertise and invite coverage. Be sure to document everything. Your PR team can then turn the assets into byline articles and white papers after the fact, in addition to generating media coverage, as we did here for a client after a successful event.
Be selective about speaking engagements.
Once a baseline level of expertise and visibility is achieved, you can expect inbound requests for speaking engagements to start coming your way. It can be tempting to say yes to everything, but we see speaker fatigue setting in quickly among thought leaders, leading to diminished value for the time invested. The key isn’t in numbers, it’s in speaking to the right audiences, a key question PR likes to keep top of mind.
Write the book.
Not everyone has the material to write a book, but if you do, publishing a book has never been easier than it is now, especially if you’re open to self-publishing. Among other advantages, being the author of a new book is a calling card PR can use to create fresh media opportunities.
When executing a thought leadership plan, it’s important to keep expectations reasonable, so no one’s disappointed, but by all means, have a vision and focus, and challenge yourself to live up to it.
Huntington's Run For Hope 2014 campaign recognized at international PR Awards
By Eugene Chuang on February 04 , 2016
Huntington Communications and Four Seasons Hotel’s Run For Hope 2014 project has again received recognition – this time at the international Asia-Pacific Excellence Awards. The campaign was among six others shortlisted in the ‘Non-Governmental Organisations’ category.
Run For Hope, a run which raises awareness for cancer research, became Singapore’s largest cancer-related run with 11,000 runners in 2014, with 40% more participants than other cancer-related runs in the same year. A total of S$440,000 was raised towards cancer research that year.
The run stood out among 100 running events by creating a personal connection with a focus on survivor stories, involving celebrity ambassadors for the first time, and use of social media.
Lena Soh, Senior Partner of Huntington Communications, said: It’s great that we are making a direct impact through the advancement of cancer research, and influencing a positive behavioural change among the public.”
The National Cancer Centre of Singapore, one of our official partners for the run, is seeing an increase in survival rates over the recent years due to greater awareness on the importance of cancer screening, keeping healthy lifestyles, and the better understanding of the disease through in-depth research work.
The run has also given our participants a platform to express their commitment to their loved ones who suffered from cancer.
The team at Huntington is glad to see our work being acknowledged at an international level, she concluded.
The Asia Pacific Excellence Award is the second accolade that Run For Hope 2014 project has earned. The campaign also won the PRISM Award (Merit) for Outstanding Campaign by a NGO by Institute of Public Relations of Singapore in 2015.
Asia-Pacific Excellence Awards 2015 is part of the worldwide Excellence Awards competition. This year’s Awards have attracted over 2,600 applications around the globe.
You can view the full list of winners and nominees online at: http://ap.excellence-awards.com/ap/winnerlist-2015/
Close to 10,000 participants including Team Singapore athletes ran alongside cancer survivors at Run For Hope 2016. The 23rd Run For Hope event is the longest running cancer fund-raiser in Singapore which has so far garnered over $2.5 million for cancer research at National Cancer Centre Singapore. Guest-of-Honour Mr Chee Hong Tat, Minister of State for Health and Communications and Information, flagged off the 10km run and later took part in the 3.5km to show his support.
Leading the Way in the Fight against Cancer
Mr Sunil Narang, Chairman forÂ Run For Hope 2016 and Hotel Manager of Four Seasons Hotel Singapore said: “In Singapore, more than 12,000 cancer cases have been diagnosed each year. Each of us has a personal story linked to either a cancer survivor, or someone fighting the cancer battle. In getting runners to dedicate their run to a loved one, we hope to personalise the cause for each participant. Proceeds from the run go towards doctors and researchers conducting trials and studies to develop new findings in this field.”
Rousing Support from Cancer Survivors and Celebrity Ambassadors
This year, the Run has garnered a record number of supporters with 17 cancer survivors and celebrity ambassadors. Team Singapore athletes joined Run For Hope for the first time in the 3.5km category. The cancer cause hit close to home for Michelle Sng, when she lost her father to colorectal cancer last year. She was joined by her athletics teammates Shanti Pereira, Dipna Lim Prasad, Calvin Kang, Muhammad Amiruddin Jamal, and swimmer Danny Yeo.
Popular theatre actresses Dim Sum Dollies have joined the cause this year, in memory of one of the founding Dollies – Emma Yong, who succumbed to stomach cancer in 2014. The Dim Sum Dollies who also hosted the run, were joined by celebrities such as Stephanie Carrington and Paul Foster, both of whom have a family history of cancer and have lost loved ones to the disease. Actress and Symphony 92.4FM DJ, Koh Chieng Mun, also joined the run to show her support for the cause. She had a personal brush with breast and kidney cancers in 2005.
Cancer Survivors Join the Cause
Amongst the cancer survivors are 39-year-old SEA Games Equestrian trainer, Laura Richardson, who recently overcame stage 3 breast cancer; 43-year old Vivien Khoo, who recovered from thyroid and breast cancer; and 30-year old Roy Tan, who was diagnosed with Hodgkin lymphoma. Roy drew strength from his twin brother’s own battle with lymphoma to beat the disease. The youngest survivor ambassador is 20-year-old Cristalle Wang, who was diagnosed with ovarian cancer when she was 15.
Cristalle pipped in with a note of encouragement, “To the young ones who are fighting cancer now, the battle may be long and hard but keep on fighting! The painful scars left behind will be the biggest source of inspiration for yourself and the ones around you.”
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