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1© 2015 by PRecious Communications1
Profiling partner programmes through thought leadership
YOUR REPUTATION IS PRECIOUS …
Lars VoedischPrincipal Consultant
lars@preciouscomms.com
@larsv
2© 2015 by PRecious Communications
Profiling partner programmesthrough thought leadership
Why?What?How?
3© 2015 by PRecious Communications
THOUGHT
LEADER?
THOUGHT
LEADERSHIP?
• WHAT IS A THOUGHT LEADER TO
YOU?
• WHAT IS THOUGHT LEADRSHIP
TO YOU?
FOOD FOR THOUGHT..
4© 2015 by PRecious Communications
Definition
A thought leader is an individual or firm that prospects, clients, referral sources,
intermediaries and even competitors recognise as one of the foremost authorities in selected areas of specialisation, resulting in its being the go-to individual or organisation
for said expertise.
Russ Alan Prince and Bruce Rogers, authors of Profitable Brilliance
A thought leader is a person who identifies trends, common themes and patterns within a particular industry or functional area
of expertise to help others identify new opportunities or solutions for growth.
Glenn Llopis, thought-leadership, human capital and business strategy consultant
THOUGHT LEADER
5© 2015 by PRecious Communications
Definition
Thought leadership should be an entry point to a relationship. Thought
leadership should intrigue, challenge, and inspire even
people already familiar with a company.
It should help start a relationship where none exists, and it should enhance existing relationships.
Daniel W. Rasmus, author of Listening to the Future
THOUGHT LEADERSHIP
7© 2015 by PRecious Communications
How to become a thought leader?
1.Start with one thing2.Ride a growing wave3.Expand your empire4.Go where the people are
How could this apply for some of your programmes?
8© 2015 by PRecious Communications
• Why should you identify key differentiators?– Defines your position in the market/industry among
competitors
– Also referred to as Unique Selling Point (USP)• It should be unique, measurable
and defendable
• Answers the question of “Why should I purchase the product/service from you versus other similar alternatives?”
Identifying key differentiators –What’s yours?
10© 2015 by PRecious Communications
The Challenge of Profiling
• How should you profile you and your partner programmes?
– Get your thought leader hat on and stop profiling programmesand start profiling…
12© 2015 by PRecious Communications
Personalities
But:• Partner programmes are more than one
person• The people associated with the programme
might change• Our experts might be media shy• Limited availability• Not everyone is like Steve Jobs…
14© 2015 by PRecious Communications
Nobody wants to talk to an academic
Media wants real life experts
15© 2015 by PRecious Communications
Finding the right match
• Tone
– Authoritative
– Confident
Brand Matching Challenge:
• Your brand
• Partner Programme Brand
• The Person
Thought Leadership
101
16© 2015 by PRecious Communications
Finding the right inroads
Angles
– Current Affairs
– Trends
– Research
– Commentary
– Perspective
Must-haves
– Relevance
– Accessibility
– Timeliness
19© 2015 by PRecious Communications
Topics
• Step one – Identify your area of expertise
• Step two – Determine how you will contribute valuable new insights to the topics
• Result – Establishing your thought leadership position via the topics
21© 2015 by PRecious CommunicationsSource: MarketWired
Any questions or
comments?
22© 2015 by PRecious Communications
• Communications Strategy
• Traditional & Social Media Relations
• Digital Engagement
• Crisis Preparedness & Management
• Internal Communications
• Media Training
• Analysis, Measurement, Research
Yourreputation
isPRecious…
How can we help you?www.preciouscomms.com
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