Do you have a take on a topic that’s backed by evidence? Do you have a new way of doing something with real results? Are you a leader in your industry that influences how others think and act? You just might be a thought leader! But what does that mean and how can you use your talent to get attention for your business? Let’s dive in.

A thought leader is more than an expert. It's someone with original ideas that have real-world significance. This person is able to clearly discuss and express their thoughts and influence how others think and act. You'll see them communicating consistently across all channels—media, blogs, social media, podcasts, webinars, and conferences.

The goal is to become a source of authority and trust.

When you have worked hard at establishing yourself as a thought leader, you switch from pushing out messages to having journalists and others seek you out.

Journalists love recognized experts and credible voices. In addition, thought leadership content compounds over time and continues to generate attention. Small brands can stand out by highlighting their unique perspective and showing proof to support it.

Go niche! Define a point of view that shows how your approach is different from others, and express it in plain, easily understood language for your audience.

Get your cadence and targets built up. Participate in LinkedIn posts, write guest articles in trade publications, create quarterly industry trend reports, speak at webinars, or appear as a podcast guest where your audience gathers.

Show that social proof too. Share customer stories, data clips, third-party recognition, and "Best Of" awards—all of these reinforce your credibility in pitches, on owned channels, and don't forget, AI crawlers value this content too.

Example: You're a nutritionist who believes in the power of using nutrition to help prevent or manage diseases. You back up your beliefs with proof. You join groups or organizations to share your findings, share on social media and your website customer stories, media interviews, speaking on panels, and appearances in podcast interviews.

Don't make bold, absolute predictions. Give clarity instead.

Engage in complex conversations, even when there are no concrete answers. Be humble—not everyone has all the answers. Acknowledge this reality.

Example: You're a real estate agent trying to make sense of the housing market's recent downturn and uncertainty. Instead of trying to predict exactly what will happen next, you lay out a few possible paths. You talk about what you're keeping an eye on and why, all the while not pretending you have all the answers. Clear and transparent insights help people feel less overwhelmed and more prepared for whatever comes next.

Don’t feel the need to respond to every story or news trend. Stay in your area of focus.

Example: You're a small business consultant during an economic shift. Rather than commenting on every policy change or market fluctuation, you focus on what you know best—helping businesses adapt to uncertainty. You share practical strategies that have worked in past downturns, highlight what successful companies are doing right now, and offer actionable steps your audience can take today regardless of which way the economy turns.

💫 Pro Tip: Give the immediate perspective, but keep sight of the big picture.

Don’t forget to listen.

Welcome productive feedback from credible people. Then, if credible people respectfully challenge your perspective, engage with openness and thoughtfulness.

💫 Pro Tip: By being calm and confident, you audience will see you as a trusted voice. That confidence is contagious.

It takes time and effort to become a thought leader. Expect 6-12 months of consistent effort before seeing results. Be original and have a strong point of view. Put in the work with originality, and consistency.

So shake up that kaleidoscope and see what you come up with!

Do this now: If being a thought leader is a goal, write down your view on a certain topic. Can you explain it clearly to your ideal audience?

Next steps:

Get PR techniques from recent news.

The Swedish Prescription, is a campaign that uses research-backed benefits, cultural engagement, Swedish habits, mixed with hefty dose of deadpan comedy.

*The disclaimer at the end is 🤌 brilliant.*

With in a few days of the campaigns launch they were already featured on BBC and CBS Morning, and enjoyed 1,200 media articles written.

Do you want to have a funny campaign that is not just a big joke?

Essential strategy:

✍️ Key PR Takeaway: Even it was somewhat of a funny piece, the claims that they had were backed by medical science–from other countries.

Useful PR Resources.

Need a little boost, support, or inspiration for planning your 2026 content calendar? Cision has put together a nice one to get you started.

Click this link to access the calendar. You’ll need to share your contact info to get it.

Use this calendar to identify key dates for your audience. Lots of recognized holidays and fun events. The opportunities for engagement are endless. Look not only for posting opportunities but for networking events and other opportunities.

For those of you who don’t know, Cision is a PR & Comms software company and services provider.

Vince, the 10-year-old Pomeranian, loves attention. When he’s not getting it he will tap your leg, stare at you, gives you puppy smiles, and is happy to show off his toys. If you want to give Vince some attention you can find him at Vinciethepom on Instagram.

Can we share your attention seeker with our amazing readers?

Comedy is appreciated during these difficult times. Does your brand voice allow for a little levity in your next campaign? We’ll discuss this further in a future issue.

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

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