How to be heard – 5 golden rules for thought leadership that actually work

Every month, our PR experts answer a reader’s marketing or communications question, sharing practical tips to help you shine – whether it’s making your presence at The Meetings Show truly stand out or boosting your profile across the wider industry.

This month, the show’s PR experts at Davies Tanner focus on thought leadership – one of the most powerful ways to boost credibility, visibility, and business. In an industry where relationships and reputation drive success, being seen in the right places can transform your brand. But getting your message heard by the right people isn’t always easy.

Here’s their five golden rules to building your profile and presence...

1. Find your voice

When working with clients at the beginning of their thought leadership journey, we ask one simple question: ‘What are you genuinely interested in?’ Not what they think they should be talking about, or what others in the industry are saying. We want to know what truly drives them. This personal spark is the magic ingredient that helps your content stand out and connect with your audience.

Choose three or four themes you can confidently speak on, ideally aligned with your organisation’s goals. Then ask yourself: can you offer a fresh take, a unique angle, or challenge conventional wisdom? Focused, consistent expertise builds authority and trust.

2. Add value

Thought leadership isn’t about self-promotion - it’s about helping your audience think differently or solve a challenge. Offer insights that are authentic, useful and backed by evidence. Avoid jargon and sales talk. People engage when your message feels genuine and useful, not promotional.

3. React and respond

You don’t need to write lengthy articles to make an impact. Start small: keep an eye on the news agenda and be ready to react with a timely comment on topics you have an interest in and knowledge of. Sometimes a shorter well-timed comment repeated strategically across your different channels can be as powerful as a long-form piece.

Planning for a mix of proactive and reactive content can give your strategy structure. Proactive content aligns with key calendar dates, events, and milestones, while reactive content allows you to respond to emerging stories and trends.

4. Be consistent

Thought leadership is a long game. Whether through articles, commentary, or speaking slots, consistency builds credibility. Maintain relations with editors, let them know you’re available for comment and aim for ongoing presence rather than one-off contributions. For longer pieces, aim for exclusivity with one publication – discussing your ideas with the editor before starting.

5. Speak out

Industry shows like The Meetings Show are powerful platforms to raise your profile. Tailor your talks to conference themes while weaving in your key messages. While at the show, network with trade journalists. A good measure of success is when the press starts coming directly to you. Whether it’s a published article or a speaking slot, share your content through your own channels - newsletters, blogs, and social media - and don’t forget to tag the journalist.

True thought leadership takes time and consistency, but the results speak for themselves: stronger credibility, deeper connections and lasting influence.

Got a PR or comms conundrum? Send it our way: TMS@daviestanner.com.