By Jenn Connelly
Take a glance at which of your peers are quoted most frequently in major newspapers or on the must-watch business TV shows. More often than not, you’ll recognize a small cadre of “industry experts.” The same can be said for national conferences. Are these advisors far superior to the rest in knowledge, skill and ability?
The exact answer is fodder for debate. But what they have mastered is the ability to successfully leverage their thought leadership status into frequent mentions in the media and numerous public appearances. The result is an ongoing, third-party endorsement for these advisors that positions them as trusted sources and enables them to build out their practice.
But just what is thought leadership, other than just another buzzword or phrase?
Thought leadership is, in essence, about being a public authority on your chosen area of expertise. Being a thought leader means that your ideas and knowledge are recognized by others as intellectual capital. This means you must have a strategy for communicating your knowledge in a way that elevates you above the pack. You must be able to generate interesting ideas and insights, and articulate these ideas and insights in a way that connects with people.
For example, when we provide media training for advisors, one of our first lessons is helping them develop a unique point of view. Within the world of financial services, it can make all the difference if you have the ability to stand out among the glut of advisors furiously courting clients and other financial service partners. Reinventing the wheel doesn’t have to be the goal, but you do need to put forward a definite and distinct point of view you. In the best-case scenario, this point of view adds value to those who you want to interact with or position yourself favorably with.
In closing, below is a list of common characteristics of industry thought leaders. Maybe you’ll recognize some of them in your own skill sets.
A thought leader is someone who:
1. Is an expert in their field and has a unique point of view.
2. Shares information. They’re willing to engage with and share insights and information with their audiences through public speaking, social media, writing, mainstream media, etc.
3. Is aware and up to date with the big picture. Refreshingly candid and understands how they can add value or insights to their consumers beyond merely selling them a product.
4. Has a spine and isn’t afraid to show it – conviction is key.
5. Holds a sense of social responsibility. Again, we go back to trust. Since lack of transparency is one of the prime culprits of the last 18 months, someone who feels a moral or social responsibility to deliver something of value to the community in which they operate is appreciated even more in this climate.
Jennifer Connelly is President of JCPR in Parsippany, New Jersey, a full-service public relations and strategic communications specializing in the financial services industry.