Posts

In 2020, a “Thought Leader” is just a Regular Person

/0 Comments/in /by

The phrase “thought leader” is one that is thrown around a lot in public relations. And it’s understandable: For any public facing organization or business, it’s important to have experts on hand who can speak to the public.

However, as someone involved in day-to-day media relations operations at an award-winning PR and marketing agency, I have a major gripe with thought leaders, and I wrote this blog specifically for them and their coaches.

In short, my gripe is this: You need to be able to talk about something else other than your products and services. You must be able to speak about something other than your business and your brand.

If you can’t do it, you’re not a thought leader, you’re a spokesman. And there is a difference.

Meet Marc, Human Person

Let’s turn our attention to Marc Benioff, CEO of Salesforce, a cloud computing giant operating out of San Francisco.

Marc founded the company out of his apartment. It has since grown to be a publicly traded technology leader, with a soaring stock value that has catapulted Marc onto the list of American billionaires.

As you can imagine, Marc has appeared in a number of media outlets. In fact, practically every mainstream news outlet you can think of has interviewed him at one point or another.


Sometimes Marc is on Mad Money talking about the latest Salesforce contract. But, more often than not, Marc is sitting down to talk to the media about the issues that were always important to him: homelessness, the changing face of capitalism, the failure of technology companies to support their communities, and how CEOs have an obligation to think about how their companies impact social order.

Much of this can be summed up in an interview he conducted with CNBC early in 2020, where Marc emphasizes “stakeholder return” as being of more value to society than shareholder returns.

Considering federal law mandates all CEOs of publicly traded companies must maximize profits, this is a particularly bold statement. It’s also only one of many that Marc has made over the last decade.


“Capitalism as We Know it is Dead”

What does Marc talking about the issues above have to do with Salesforce? Nothing. But, I bet you’ll remember his name and be curious about what his company does.

Sure, he plugs Salesforce now and then, but mostly Marc talks about his personal views. To back those up, Marc’s non-business philanthropic endeavors match the socioeconomic issues he talks about, culminating in the portrait of a genuine character – or, from a media relations perspective, a genuine thought leader.

Anyone who works in PR or content marketing (or politics for that matter) is aware of the concept of the “soft sell” – an indirect link created between an issue and a person that circles back to what’s being sold. Often this is something crafted deliberately by a media strategist or savvy marketing person.

Even if crafted by a genius, anything crafted is doomed to fail as the world changes. Instead of creating thought leaders, maybe it’s time we task PR professionals with finding them and adding a little bit of polish.

As the economic and government systems in the world evolve, we’re seeing more and more evidence that the public is done with scripted information. In other words, that old “soft sell” carries less weight in 2020 than it did even a few years ago. Sure, the soft sell allows a potential “thought leader” to avoid controversy. But, that’s the problem. You can’t avoid controversy anymore.

Speaking in platitudes and avoiding a conversation about serious issues is a product of the old political and corporate class – a class, I would argue, that is fading rapidly.

I do declare! That is unbecoming of a CEO, good sir!

No one cares. Hate to break it to you, but short of being racist, homophobic, or a closet abuser, no one is judging your lifestyle or personal opinions anymore. And if they are, they’re part of an old guard that is on the way out.

Elon Musk – one of the richest men in the world who may change transportation forever – smoked one of them jazz cigarettes on a comedian’s podcast, where he and host Joe Rogan talked about artificial intelligence conquering all human life.

Other than some fake outrage from the old guard, no one cared. Tesla’s stock is higher than ever, and Elon is still a renowned thought leader, interviewed on a wide variety of topics.

Granted, he does say extremely stupid stuff all the time, but since it’s harmless and he’s just genuinely being himself, the public mostly loves him. And so do his shareholders.

In 2020, thought leaders are people with real ideas who aren’t afraid to be themselves, kind of like Marc Benioff. I don’t know about you, but I would love to sit down with that guy, have a few beers, and talk candidly about how to fix the world’s problems.

Yes, of course Elon is invited, especially since I know how much he and I share a love for video games. It’s BYOB around here though, Elon. I’m not made of money.

Tl;Dr

If you want to craft a thought leader to garner media interviews, don’t craft them at all. Instead, start just by encouraging them to be themselves.

Encourage them to talk about the issues that are important to them, even if they have absolutely nothing to do with the business they’re in. Lastly, tell them not to be afraid to let their personality shine.

If they’re smart, genuine, and have unique ideas, they’ll be a hit. The new public values people, not corporate magnates.

Access Denied: The Other Kind of Writer’s Block

Access Denied: The Other Kind of Writer’s Block

/0 Comments/in /by

One of these days I’m going to put together a sort of “Road Warrior Olympics,” in which contestants compete on how well they can conduct business while riding in an Uber, going through security at the airport, and even in the midst of the plane’s takeoff and landing. That’s how impressed I am with the multitasking skills of the thought leader healthcare executives I regularly interview for various writing projects. I probably have more interviews with people driving to the airport than I do while they’re in an actual office building.

Just last week, I interviewed the CEO of an operating room analytics company while his Uber driver took him to Heathrow. Just as he was arriving at the airport, he discovered his flight was actually leaving from a different airport. He was only momentarily at a loss for words then crisply told me he’d call me right back. Expecting it to be more like a day, I wished him good luck getting on his flight.

Five minutes later, my phone rang. The CEO was back on track to the right airport and we picked up where we’d left off.

These are the dream accounts the ones where thought leaders are actually available to share their thoughts with the writer who will create a byline or case study that’s hopefully as compelling as the way the thought leader made his or her points. I cannot overstate the importance of having access to these people.

Yes, a preliminary brief on the topic is a good starting point. But in my experience, when information is transmitted through multiple middlepersons, the thought leader inevitably reads what was written and either deems it way off track or missing key points.

If you are the person who is the main liaison with your PR agency, resist the temptation to take the following shortcuts which I’ve put in the format of some common excuses for blocking writer access to thought leaders:

“She’s just too busy. Can I just give you the salient points and you can dash a quick byline off?”

At this point in my career, I probably can do this more or less effectively. But something will be missing: the thought leader’s voice and latest insights. The information that a skilled interviewer which PR agency writers must be, and that’s non-negotiable knows how to draw out of even the most reticent interviewee.

Also, you are presumably paying good money for the services of a professional writer. Why not get all the value you can from your investment? Blocking the writer from an interview that would likely result in a much better byline, simply for the sake of convenience and speed, is like filling up on all the cheap starches at buffet instead of selecting the more delectable treats.

“It takes us so long to get writing projects through the review queue. Let’s just use language that’s already approved.”

You mean that language that’s staler than a loaf of bread with a missing zip tie that’s been sitting on a kitchen counter for over a week? This is marketing messaging suicide. Just like other departments in the business, marketing must be able to move nimbly. If it really takes that long to get projects approved, you must fight for a more streamlined process. Or else your marketing department will become known as the graveyard for ideas.

Can we write a byline based on these three or four existing pieces? That way we won’t have to interview anyone.” This is similar to the above scenario. And sure, I can do it, but again you’re wasting the resources of a professional writer by basically having them do assembly line work. You could hire an el cheapo content mill writer instead if all you really need is to put a donkey’s tail on a fish’s head.

Now some thought leaders themselves are the cause of the block. Perhaps they are under the impression they are too busy or are just too inexperienced at being a thought leader. They may not be the right thought leaders for you to develop. But sometimes it just takes an interesting interview and byline to get these promising thought leaders on board. Some tips for finding their thought leadership mojo can be found here and here.

Another benefit for these newbies is that interviewing with a writer is great practice for subsequent interviews with the media.

What writers should bring to the table

Thought leadership time is valuable, and writers should make the most of it. Here is what a thought leadership should expect from a writer:

  • An advance idea of questions if possible. This gives the thought leader time to process and give thought to what will be under discussion. Of course, the conversation doesn’t have to stick exactly to these questions. But the thought leader should go into the conversation with more than just a broad idea about what will be discussed.
  • An opportunity to review the proposed draft. These are your words, your ideas, your thoughts. It’s also your name on the byline. As such, you deserve to have the opportunity to review all drafts, especially the final set for publication. I’ve seen a byline author horrified when a piece he didn’t sanction get published with inaccurate information which was called out by industry peers. (Obligatory side note: it wasn’t a piece I wrote. In fact, it was the impetus for bringing us on board.)
  • Openness to giving and receiving feedback. This is your byline. Let the writer know if that isn’t your voice or if points are incorrect or missing or need further clarification. But resist the urge to “just write it yourself.” That’s like hiring a chef to cook you a meal and then going in and adjusting the seasoning yourself. Tell them what you want. If they are a professional, they can do it. In my experience, fewer drafts result when reviewers contain their edits to comments in the margins.

To recap: a good writer is a budding thought leader’s best asset. Rather than keep them apart, foster this relationship to the fullest extent you can. Soon your thought leader will leap from “budding” to “champion” and not just of the Road Warrior Olympics.

Honest Question: Have You Got What it Takes to Be a Thought Leader?

/0 Comments/in /by

Thought leadership is arguably one of the most powerful assets in an organization’s or individual’s public relations strategy. Yet relatively few companies go after the thought leader mantle, even if they have articulate, charismatic, true believers leading their organizations.

Often these potential thought leaders are kept preoccupied managing the present or near-future, while others who have an eye on the longer-term are hesitant to put their true thoughts out there, especially in the buttoned up world of business. And so, intriguing perspectives never see the light of day, including those that could establish a company or person as an industry player to watch.

By contrast, if you do a fair amount of thinking about the future, are amenable to investing time and effort into building your thought leadership profile and you’re willing to shake things up in your industry–then yes, you have the makings of a thought leader.

So where do you go from here? First, decide on what you want to be known for. Then decide on a correlating cause to champion. Let’s look at a well-known role model who has this approach down cold.

Thought leadership, Elon Musk-style

He’s extraordinarily rich, has a tempestuous romantic life and an unusual name. But above all, Elon Musk is an entrepreneurial futurist. That’s what people think first about Elon Musk, and that’s no accident.

I’ve long studied Musk’s thought leadership mode of operation and have distilled it to a simple pattern. First, he warns of a dire likelihood if humanity doesn’t get its act together. This generates significant buzz and fear. After a suitable amount of time has passed, Musk then follows up with a proposed solution.

Example: society will collapse when we run out of fossil fuels. Solution: Hyperloops that transport us at 700+ miles per hour.

Another example: society will collapse if artificial intelligence takes over the earth. Solution: merge human brains with artificial intelligence.

It’s all very calculated and strategic, and potential thought leaders should take note. Because it’s also undeniably effective. (By the way, Musk’s ideas have actual potential, fantastical as they seem. Take note of that, as well.)

How to find your thought leadership mojo

Here at Amendola I’ve developed a list of questions to provoke thought leadership thinking. I’ll share some of them here; for the full list, and more info about how Amendola builds and promotes thought leadership profiles; email me.

Question #1: If you could sound one alarm in your industry, what would it be?

Question #2: Do you have a minority and under-reported view of an industry topic that is significantly at odds with the widely held and established view?

Question #3: If you could rally your industry with one inspiring message or goal, what would it be?

These questions will likely prompt some interesting thinking, which leads to the next step what to do with these profound thoughts. In brief, you should put them into blog posts, articles, interviews, presentations and more, with a solid PR strategy to help promote your thought leadership message.

Thought leader-in-training

Another piece of advice: if you have the makings of a thought leader, start building your profile now. It’s not an overnight process, at all. In fact, it takes time to nail down your message in quote-friendly language, and to cultivate a media-favorite persona. My colleague Marcia Rhodes gives some good tips on the latter in her post “Be a Media Darling.”

Consider investing in media training, as well. In addition to our writing and PR services for thought leaders, Amendola offers in-depth media training, facilitated by experts with years of media experience in television, radio, newspapers and the internet.

It covers a lot, including:

  • Body language and verbal best practices
  • Tips for devising a memorable interview message
  • Tips for assuring your quote gets published
  • How to steer the interview back to your core messages when the interview meanders

And much more. The media training can be as short as one hour to longer, depending on your needs. We typically offer this training as a core component of our PR programs.

Don’t forget another time-tested public speaking strategy: joining Toastmasters.

In her post “Public Speaking Tips for the Timid and the Talented,” my colleague Michelle Noteboom details how participation in Toastmasters has upped her speaking game and given her newfound confidence.

Here is how Michelle recounts it: “Almost a year ago, one of my Amendola mentors encouraged me to join Toastmasters to further hone my speaking skills. While I was initially skeptical would everyone be a nerd? Or shy introverts with no personality? Perhaps retirees with nothing better to do? I have been pleasantly surprised by the mix of people in my club. It includes a variety of professionals in diverse careers, all of whom are fun and dedicated to self-improvement.”

She adds, “Toastmasters has given me the opportunity to deliver prepared speeches once or twice a month, as well as speak extemporaneously on random subjects. It’s provided an excellent forum for practicing speech organization and delivery, and for receiving feedback that pushes me to strive for continuous improvement.”

So there you have it a formula for success as a thought leader: an interest in the longer term, a willingness to shake things up in your industry, a solid PR plan, and a plan to practice until you’re close to perfect in your message delivery.

That’s really what it takes to be a thought leader. All that’s left is for you to take the leap and start becoming one.

Connecture Selects Amendola Communications as New PR Agency

/0 Comments/in /by

SCOTTSDALE, Ariz., Sept. 13, 2016 Amendola Communications, a nationally recognized, award-winning healthcare and healthcare IT public relations and marketing agency, announced today that it has been selected as the agency of record for Connecture (Nasdaq: CNXR), a provider of web-based information systems used to create health insurance marketplaces. Amendola will effectively serve as the company’s public relations arm, leveraging its many relationships with industry media and analysts to broadly publicize Connecture’s brand, solutions and thought leaders, and aggressively pursue top-tier speaking and award opportunities.

“Amendola comes highly recommended to Connecture as the health IT industry’s premier public relations agency,” said Stephanie Meyer, Connecture’s Chief Marketing Officer. “We’re looking forward to putting those assets to work for us.” The agency will provide full account management, media relations, content for earned media placements and other PR and marketing resources to establish the Connecture brand at the forefront of the healthcare insurance marketplace.

Publicizing an emerging trend in the payer market

The influx of millions more insured consumers has arrived in tandem with what is shaping up to be a permanent, but still evolving trend in the healthcare payer market more tailored health and financial coverage. Connecture offers carriers, brokers and employers an intuitive platform they can use to create a personalized benefits shopping experience for their own targeted audiences.

“Connecture develops technology that helps consumers achieve health and financial security and make informed, intelligent choices about their healthcare and ancillary coverage,” said Jodi Amendola, CEO of Amendola Communications. “Offering tools that enroll millions of consumers in such plans helps healthcare achieve its holy grail of better outcomes at a lower cost an exciting message that Amendola can’t wait to publicize.”

About Connecture

Connecture (NASDAQ: CNXR) is a leading web-based consumer shopping, enrollment and retention platform for health insurance distribution. Connecture offers a personalized health insurance shopping experience that recommends the best fit insurance plan based on an individual’s preferences, health status, preferred providers, medications and expected out-of-pocket costs. Connecture’s customers are health insurance marketplace operators such as health plans, brokers and exchange operators, who must distribute health insurance in a cost-effective manner to a growing number of insured consumers. Connecture’s solutions automate key functions in the health insurance distribution process, allowing its customers to price and present plan options accurately to consumers and efficiently enroll, renew and manage plan members. www.connecture.com

About Amendola Communications
Amendola Communications is an award-winning national public relations, marketing communications, social media and content marketing firm. Named one of the best information technology (IT) PR firms in the nation four times by PRSourceCode, Amendola represents some of the best-known brands and groundbreaking startups in the healthcare and HIT industries. Amendola’s seasoned team of PR and marketing pros delivers strategic guidance and effective solutions to help organizations boost their reputation and drive market share. For more information about the PR industry’s “A Team,” visit www.acmarketingpr.com, and follow Amendola on Twitter and LinkedIn.

Media Contact:  Marcia Rhodes  | 480.664.8412 ext. 15 | mrhodes@acmarketingpr.com