What is Thought Leadership & Why It Matters

B2B PR Sense

Thought leadership is one of those buzzwords that gets bruited about without a lot of substance behind it. We'll answer that question and determine whether or not a thought leadership strategy is worthwhile for your brand. We'll then touch on some key ways you can become a thought leader and share some thought leadership examples that you can emulate. First, though, here's a solid definition of thought leadership. What Is Thought Leadership? Thought Leadership

Survey: Employees favor diverse leadership, but companies are lagging

PR Daily

Only 35 percent of full-time employees report that they have equal male and female leadership, and fewer than 18 percent have substantial female leadership, reports DesignRush , a B2B marketplace connecting brands with agencies. employees ages 25 to 80. Participants were polled about how diverse their workplace leadership is, and how business diversity can be improved. RELATED: Create a culture that inspires fearless employee innovation every day. ].

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The 3 Characteristics of Effective Thought Leadership in B2B Marketing

Sword and the Script

A study by Edelman and LinkedIn connects B2B thought leadership to trust and sales; and what it takes to be effective Effective thought leadership content is a staple of B2B marketing. And it should be – because thought leadership builds a company’s reputation, drives sales, and could well improve profitability. How thought leadership impacts trust Some of the high-level findings are both compelling and consistent with those from previous years.

Chief empathy officers; Managing media requests; Employee burnout; and more

PR Daily

Employees say that even when leaders push for employees to take time for themselves, sometimes teams won’t follow the directive. Digiday reported : The feeling of needing to be “always on” isn’t necessarily coming from agency leadership, according to employees who say that leadership has reiterated in town halls for employees to take time for themselves. As you settle in for the long haul, consider employees’ needs.

Report: Social media managers lack clear path to senior leadership roles

PR Daily

To remedy this deficit, the report argues that leaders must identify the career path for the social media pro–especially to offer a pathway to senior leadership. Employee burnout. Invest in a team so that no single employee is managing social media channels 24 hours a day.

Instacart, Amazon employees strike over COVID-19, Macy’s furloughs employees, and Google thanks health care workers in video

PR Daily

Here are today’s top stories: Instacart and Amazon employees strike for COVID-19 protections. Workers at Amazon, Whole Foods and Instacart have staged strikes and “sick-outs” to protest a lack of COVID-19 protections and precautions, with employees asking for paid time off, hazard pay, hand sanitizer and other measures. How your organization interacts with and supports its workforce can have a huge impact on its reputation and branding.

How to engage employees with empathy around COVID-19

PR Daily

Here are some ways to ensure your reputation remains untarnished. Many have stepped up with liberal PTO policies, limited work hours, teleworking flexibility and employee relief funds. Our counsel to companies during this crisis has been to focus first and foremost on employees. Not only will it help build morale now, but it will impact corporate reputation in the long-term. FREE DOWNLOAD: Employee pulse survey template ].

Is kind leadership an oxymoron?

PR in High Definition

Why isn’t kindness desirable in the leadership community? It’s clear to see why the default path for leadership is often being as cut-throat with your employees as you are with your competitors, but it’s not the only way to be. It’s a horrible experience to lead a round of redundancies or close a facility, but it’s possible to do it with kindness, treating employees with respect, as humans. – Satisfied employees stay in their roles, and they work harder.

How to stay afloat in the age of employee activism

PR Daily

Employee activism has been rising for some time now. Every organization should undertake steps to quell an embarrassing employee demonstration of opposition to a company policy, decision or action. For years, companies have asked their employees to advocate on their behalf. What’s more, while 84% of employees believe it’s appropriate for workers to speak up for their employers, 74% believe employees are right to speak up against them.

Boyd Gaming lays off 2,500 employees, Apple asks retail employees to WFH, and earned media drives 88% of consumers to websites

PR Daily

Here are today’s top stories: Boyd Gaming lays off 2,500 employees. The company, which owns and operates 10 casinos in Las Vegas, announced job cuts affecting at least 25% of its workforce—or roughly 2,500 employees. Why it’s important: Don’t stop at meeting legal standards for notifying employees about furloughs and layoffs. Doing so can increase both trust from your team as well as overall brand reputation. CRISIS LEADERSHIP BOARD.

Why you should address the coronavirus with employees

PR Daily

Even if companies don’t think they’re directly affected by coronavirus, the disease making national headlines is probably on their employees’ minds. By not communicating and engaging employees on sensitive matters like the coronavirus, companies could experience decreased productivity, increased costs, reputational risk and other performance challenges. Employees are a company’s No. Consider making travel optional if employees are uncomfortable.

How can you rebuild a damaged reputation?

PR Daily

“Which office do I go to get my reputation back?” Donovan was innocent, but not everyone seeking to repair their reputation is. We spend a lifetime building our reputation and, while we think they’re made of brick and mortar, reputations are more like a house of cards, vulnerable to a puff of wind. Preventing a crippling blow to your reputation takes a tactical crisis plan, which needs to be catered to the specific situation.

Shake Shack returns $10M loan, P&G embraces marketing during COVID-19, and grocery employees get asked to wear masks

PR Daily

Why it matters: The current crisis is making executives and communicators scramble to reassemble a new playbook as they engage both employees and consumers and safeguard their brand reputation. Kroger, Walmart and Sam’s Club are asking employees to wear masks to stop the spread of COVID-19. In a memo to employees, Walmart wrote : We hope this step will promote safety and consistency across all of our facilities and be of comfort to our customers and members.

IBM stops facial recognition work, employees seek fewer open workplaces, cosmetics brands drop talc, and more

PR Daily

Public transit use is a key concern for many organizations’ leaders as they try to chart a way back to the office for their employees. Google Maps could be an essential resource for helping your employees find safe ways to return to work in the coming months. then president of IBM, wrote to all employees: ”.Each In a new poll, IPR and the Harris Poll asked employees about their expectations for returning to the office. CRISIS LEADERSHIP BOARD.

The best way to insure your good reputation is to ensure your good reputation

PR in High Definition

However, in our industry, reputations are a bit less tangible – but you can nonetheless take out insurance to cover them! According to a study in 2018, reputation represents as much as 41% of the FTSE 100. 70% of jobseekers say that reputation is important when considering a new opportunity. And for every 5% improvement in reputation , organisations will see a 6.3% increase in purchase intent, according to the Reputation Institute.

Uber pledges to double Black leadership, Kroger releases COVID-19 comms ‘blueprint,’ and Trader Joe’s addresses ‘racist packaging’

PR Daily

As your organization navigates policies and procedures during COVID-19, make sure you frequently communicate both changes and updates to employees and customers. CRISIS LEADERSHIP BOARD.

Report: The best (and worst) brand reputations

PR Daily

According to Virgin CEO Richard Branson, “Your brand name is only as good as your reputation.”. It’s tough to sum up the importance of brand reputation in a single quote, but this comes close. Your reputation as a company can be the difference between Fortune 500 and, “We’re laying off 500 more employees.”. Harris Poll has recently released its latest list of the companies with the best and worst reputations.

WeWork to lay off 2,000, Deloitte marketing report reveals ‘experience debt,’ and LinkedIn debuts employee engagement features

PR Daily

Here are today’s top stories: WeWork to lay off 2,000 employees. Adding to the startup’s woes is news that its employees are complaining of a toxic work environment as well as the announcement that WeWork shuttered 2,300 phone booths across its locations in the United States and Canada because of high levels of formaldehyde. Why it matters: Layoffs accompanied by news of an adverse work environment are a recipe for a deepening reputational crisis.

Learning from Volkswagen: 4 crisis leadership lessons

PR Daily

Remaining silent while waiting until you have the full story—which never happens—is a toxic strategy to your reputation and to the boss’s career,” says Lukaszewski. Empower employees. Establish and train employees to use a more robust and extensive whistleblowing process to prevent, detect and deter the behaviors and decisions that are currently jeopardizing the company’s future,” he suggests.

Guarding your organisation’s reputation is your responsibility – but how do you play a key role in shaping it?

PR in High Definition

The business case for improving and protecting a reputation cuts across an entire organisation. HR takes an interest as it’s important to be seen as a good employer, whilst it is IT’s job to safeguard the organisation’s assets, including, in some part, its reputation. Then you have the obvious departments like marketing and sales where reputation is a key element of their success. When we (Firefly) talk about reputation, we split this out from brand or branding.

Amid multiple crises, a California utility overhauls its leadership team

PR Daily

That strategy is hardly novel: When a company hits rock bottom, a leadership change can demonstrate new practices and priorities. We have heard the calls for change and have taken action today to ensure that PG&E has the right leadership to bring about real and dynamic change that reinforces our commitment to safety, continuous improvement and operational excellence,” the board said in a news release. “We Still, the leadership change was an essential move for the utility.

Warren Buffet Underscores the Value of Reputation

Sword and the Script

It may be hard to quantify the value of a reputation but it sure is meaningful when one of the world’s most prominent financiers says it’s important. Reputation was a key message billionaire Warren Buffet conveyed in “biennial” memo to his leadership team – the 80 or so business people that run the subsidiaries of Buffet’s Berkshire Hathaway company. But we can’t afford to lose reputation – even a shred of reputation.”

Online Reputation Management: How to Make Your Brand Stand Out

B2B PR Sense

And that means that, as a business, online reputation management should be a top priority. With the right reputation management services, you can change and improve how the world perceives you as a brand. Why is Your Online Reputation Important? They rely heavily on a business's reputation. Whether you're a local business or not, this speaks volumes about how your online reputation relates to your audience's needs. What comprises your online reputation?

Edelman’s new Trust Barometer finds CEOs failing to meet today’s leadership expectations

Agility PR Solutions

The characteristics of leadership are changing—today’s CEOs are not only expected to respectfully and inclusively guide their organizations and employees along the reputation-sensitive journey to success, but also act as beacons of ethical righteousness, speaking out and taking sides on controversial cultural, societal and political issues—and hoping the lion’s share of their customers aren’t outraged […].

Brands drop The Richards Group for racist remarks, Zoom launches events marketplace, and Wells Fargo fires 100 employees for abusing COVID-19 aid

PR Daily

The New York Times reported : During a Zoom gathering of more than three dozen Richards Group employees on Thursday, a creative team working on the Motel 6 account presented an idea for an ad to Stan Richards, who founded the Richards Group in 1976. CRISIS LEADERSHIP NETWORK. Join Ragan’s Crisis Leadership Network to network and brainstorm with peers, get the latest intelligence and research and start to strategize for the future of your organization.

Bon Appétit journalists quit YouTube series, Facebook employees to WFH until July 2021, and Hasbro pulls Trolls World Tour doll

PR Daily

Contributing” workers at Condé Nast are contractors, rather than staff employees; Ms. If your employees are unhappy, the truth will eventually come to light—and often, it will result in a tarnished reputation and eroded consumer trust. CRISIS LEADERSHIP BOARD.

Uber’s chief: ‘I need leadership help’

PR Daily

On Tuesday evening, Kalanick sent a memo to employees apologizing for his actions. In it, he admitted he needs help with leadership, and said he must “grow up”: By now I’m sure you’ve seen the video where I treated an Uber driver disrespectfully. This is the first time I’ve been willing to admit that I need leadership help and I intend to get it. However, the apology didn’t quell critics’ voices—nor does it fix the issues Uber has with its tarnished reputation.

LinkedIn lays off 960 employees, Marriott and Hyatt announce mask requirement, and Walmart to close for Thanksgiving

PR Daily

Walmart is also paying its full-time hourly employees a $300 bonus, while its part-time hourly and temporary workers will receive $150 each. LinkedIn lays off 960 employees. As your organization decides its best path forward, invite your employees into the discussion.

Lockdown lovehandles? Curb your heuristic impulses and guard your reputation

PR in High Definition

That instant ‘warm recall’ of a product/service or a company that puts a smile on someone’s face, and creates loyal, returning or new customers is surely the holy grail of reputation. Guessing what sort of reputation you, your product/service or business might have based on a few recent interactions is very dangerous. Start with your employees first because they are the window to your company’s soul, and if the team isn’t feeling it, then the customers certainly won’t.

Google employees to WFH until July 2021, Target to close for Thanksgiving, and social media channels remove viral video for misinformation

PR Daily

The tech company is allowing employees to work from home through next summer as it braces for longer-term effects of COVID-19 on the workplace and beyond. CRISIS LEADERSHIP BOARD.

How can you rebuild a damaged reputation?

PR Daily

“Which office do I go to get my reputation back?”. Donovan was innocent, but not everyone seeking to repair their reputation is. We spend a lifetime building our reputation and, while we think they’re made of brick and mortar, reputations are more like a house of cards, vulnerable to a puff of wind. Preventing a crippling blow to your reputation takes a tactical crisis plan, which needs to be catered to the specific situation.

Victoria’s Secret CMO retires after transgender hire, Google employee memo goes viral, and Coke stands firm on same-sex ads

PR Daily

Good morning, PR pros: A Google employee’s memo is going viral within the company, racking up more than 10,000 views by fellow staffers since it was published last week. Meanwhile, a Walmart employee is reporting that the retail behemoth retaliated against him after he urged co-workers to sign a petition asking the chain to stop selling firearms and ammunition following recent mass shootings. How can you better engage your employees to avoid a PR crisis?

7 tips to develop your employees as brand ambassadors

PR Daily

Your employees are often your company’s best storytellers. warns that starting an employee activation initiative with your HR department or upper management can backfire. Employees may be skeptical if HR or leadership pushes them to act,” he says. “If Identify the employees who are already advocates on social media, and start small with them. Employee activation should be about empowering your employees to be the best professional version of themselves.

On Thought Leadership in Public Relations

Waxing UnLyrical

Thought leadership is widely practiced by organizations seeking to differentiate themselves from peer organizations, enhance their reputation and gain consistent coverage in targeted communication mechanisms. Characteristics of excellent thought leadership tend to be originality, boldness and worthiness (i.e. How does thought leadership aid in differentiation? An organization’s vision and core values are ideal factors to subtly weave into thought leadership platforms.

Cirque du Soleil cuts 3,000 jobs in bankruptcy filing, Target and Chobani join social media ad boycott, and Amazon offers $500M in employee bonuses

PR Daily

The remaining 259 employees will remain with the company to perform “basic operations” such as planning future shows and selling tickets. Bloomberg reported : Cirque expects to emerge from the restructuring process as a leaner entity with about 1,000 employees initially. Why it’s important: Though you should give both employees and consumers as much information as you can, don’t overpromise or sidestep the uncertainty that continues with COVID-19. CRISIS LEADERSHIP BOARD.

Study: As trust sags, employees and the public want CEOs to step up

PR Daily

That means business leaders can and should assume the reins of leadership. In addition, 71 percent of employees believe it’s crucial for their CEO to respond to challenging times. “In A shortfall of leadership. This is a miss,” Kehoe says, “not only from a perspective of trust overall, but in terms of the business benefits that accrue to employers who are regarded as treating their employees well in an age of fragmentation and inequality.”.

Study 77

Walmart, Walgreens and CVS unlock ‘multicultural’ products, Lufthansa to lay off 22,000 employees, and companies honor ‘Juneteenth’

PR Daily

Also: Sephora commits 15% of its shelf space to black-owned products and brands, Wizards of the Coast removes racist cards, 76% of employees consider racism a workplace issue, and more. Why it matters: Listening to both consumers and employees is crucial as Black Lives Matter protests continue and organizations navigate how to commit to meaningful change. Though 76% of employees surveyed said racism and discrimination is an issue in workplaces across the U.S.,

Lockdown lovehandles? Simon says, curb heuristic impulses and guard your reputation

PR in High Definition

That instant ‘warm recall’ of a product/service or a company that puts a smile on someone’s face, and creates loyal, returning or new customers is surely the holy grail of reputation. Guessing what sort of reputation you, your product/service or business might have based on a few recent interactions is very dangerous. Start with your employees first because they are the window to your company’s soul, and if the team isn’t feeling it, then the customers certainly won’t.

How to move from communications firefighting to futuring

PR Daily

I knew we had to move from protecting what we always did, to predicting where we wanted to take the company, the brand and our reputation. Going on communications offense—beginning after just six months—led to the greatest improvement in the company’s brand health and reputation in history.

Why communicators play an essential role in achieving DE&I progress

PR Daily

As communicators, we are the reputation builders and reputation protectors for our organizations. We have to help our organizations understand the reputation and business risks of actions and inactions.