This post first appeared in Anthony Bullick’s Daily Post column.
Positioning a senior leader as the go-to voice in your industry increases trust in the overall brand, resulting in higher success in achieving business objectives.
From managing directors and chief executives through to board members and heads of departments, they all impact what stakeholders think about an organisation.
The first step is to align the communications aims with your company goals. For example, is being seen as an expert in your field based on coverage in the Financial Times, appearing on BBC Radio Wales, or editorial in a prominent trade magazine?
Once you have a clear key performance indicator (KPI), the next stages are to build the foundations.
Refresh their LinkedIn profile to ensure information is accurate and up to date and add in the ‘publications’ section to insert historic instances of their work being printed, uploaded online, or broadcast on TV or radio.
Consider LinkedIn training to empower them to be active on the platform, with ideas for content including bitesize commentary on industry matters as well as thought leadership-style pieces.
In addition, explore how the likes of Instagram and X (formerly known as Twitter) can help grow the personal brand.
Integrate this campaign into existing business communications activity such as sharing the thoughts of your CEO via e-newsletters, print newsletters, and social media.
Look for opportunities to speak at relevant events such as conferences, webinars, seminars, and roundtables. If third party appearances are difficult to secure, hold your own workshop and invite existing your existing clients and network.
Typically, the KPI of being seen as an industry expert is media coverage.
Create a short biography outlining the topics your spokesperson can discuss, as well as their key achievements to highlight why they would be ideal to seek comment from.
Initially, you will likely have to be proactive with outlets to put your senior leader on their radar, for example emailing producers and editors with a biography or sending through reactive statements in reply to something topical.
When responding to news in your sector, offering an opinion as opposed to simply regurgitating the subject will significantly increase your chances of a quote being published.
Ensure your internal processes are set up to adequately handle press enquiries to avoid missing out on opportunities.
Finally, deliver media training covering TV and radio to take full advantage of invites for broadcast interviews.