Use Summer ‘Silly Season’ To Reboot Communications

Published: 31 August 2017

Underpinning this period of analysis will be two fundamental questions. What am I trying to achieve through my communications activity? Is the approach working?

In short, organisations clearly recognise that thought leadership can – and should – deliver much more than typical PR metrics like brand exposure.

For many of us, summer holidays offer an opportunity to relax. They can also provide the chance to reflect. For communications professionals, this is a period when we can take stock; assess performance so far and set new objectives for the rest of the year.

Our research with senior figures at eighty leading organisations tells us that the purpose of thought leadership is evolving. Most strikingly, there is a growing desire for thought leadership to build on traditional communications outputs, and offer long-lasting commercial benefits.

Organisations clearly recognise that thought leadership can – and should – deliver much more than typical PR metrics like brand exposure.

If you are using “silly season” to reassess your communications objectives and consider new approaches, combine those communications objectives with that of the wider business. This will help sell the concept of a thought leadership approach, and make the case for budget easier.

To read the full article, visit Influence here.

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