Anyone can publish. Websites, social media, podcasts and newsletters have created a constant stream of content, all competing for the same limited attention. In this crowded landscape, organisations are trying to make their voices heard. But a strong brand story alone is no longer enough. People don’t just want to know what an organisation has to say. They also want to know who is saying it.
This is changing the way organisations communicate. Alongside traditional marketing, there is a growing focus on sharing expertise, building trust and putting people at the centre of communication. This is where thought leadership comes in: turning the knowledge within an organisation into credible voices that can become an important part of how that organisation communicates.
From corporate branding to human branding
Over the past few years, we’ve seen a clear shift in the way organisations communicate. Alongside traditional corporate branding, there is a growing focus on human branding: strategically building the profile of people within an organisation who can give the brand a recognisable, human face. By sharing their expertise and perspective, these individuals can build trust and authority, strengthening the reputation of the organisation in the process.
And it makes sense. We tend to connect more easily with people than with logos or company names. A person creates the feeling of a conversation rather than a corporate monologue. Imagine reading an opinion on the growing cybersecurity threats created by AI. Which feels more credible: the perspective of Emma Jansen, a cybersecurity expert at Cybersecurity&Co, or the same message published by Cybersecurity&Co itself? Putting a person behind the message makes the subject more tangible and relevant. That’s why experts are increasingly becoming the face and voice of the organisations they represent.
Thought leadership starts with people
Organisations investing in thought leadership conduct research, publish whitepapers and share their take on developments in their industry. All of this demonstrates knowledge and expertise. But when that knowledge comes directly from a brand, it can quickly be perceived as commercial, which can undermine the credibility of the message.
A credible person behind that knowledge can make a real difference. Journalists quote experts, not organisations. Conferences put speakers on stage, not companies. And on LinkedIn, people are often more interested in following individuals with something useful to say than company pages that mainly act as advertising channels.
That doesn’t mean corporate branding is becoming less important. It does mean that organisations increasingly need their people to bring their expertise to the outside world if they want to become part of the conversation – and ultimately help shape it.
Experts and earned media
Journalists are constantly looking for reliable experts who can add context, explain developments and bring another perspective to a story. Organisations with credible, visible experts have an advantage here. When a relevant story develops, journalists are more likely to approach people they already recognise and trust for a quote, an interview or an expert view.
That’s where the power of earned media comes in. Media coverage is not only the result of a single announcement or press release. Increasingly, it comes from visibility, expertise and trust built over time. By investing in their experts, organisations don’t just increase their chances of being featured in the media. They also build lasting relationships with journalists and other stakeholders.
The role of PR
This is where PR professionals come in. PR is still about media relations, press releases and finding newsworthy stories. But it is also about building visibility and authority over time.
That requires a different approach. It means not waiting until there is company news to communicate, but continuously building a recognisable profile. It means responding to what is happening in the news and approaching journalists when an organisation has genuinely useful context or expertise to add. And it means looking beyond campaigns by investing in executive visibility and thought leadership. The question is no longer simply how an organisation should tell its story, but who is best placed to tell it.
Visibility isn’t built with a single campaign
The organisations that create the most opportunities are those that invest in their experts consistently. They share knowledge, respond to developments in their industry and build recognisable voices around the topics that matter to them. Over time, that doesn’t just lead to more quotes, interviews or media opportunities. It builds something even more valuable: trust. That’s why thought leadership is more than a content strategy. It’s a reputation strategy. And ultimately, reputations are built by people.