Spin Sucks - Reputation

Question 1

What is the benefit of thought leadership?

Answer 1

o Decision makers regularly consume thought leadership
o When choosing a company, a lot of companies will vet a supplier through their thought leadership content

Question 2

What is required to be a thought leader?

Answer 2

o Charisma
o Expertise
o A unique position on a particular topic
o A new topic altogether

Question 3

What is thought leadership?

Answer 3

o A thought leader is an expert in a specialist area

Question 4

What is the five goals of expert positioning?

Answer 4

o To build credibility and trust
o To influence others
o To stand out
o Influence purchasing decisions
o Grow existing accounts

Question 5

List five ways somebody build trust and credibility?

Answer 5

o Producing educational content
o Speaking at industry events
o Engaging with online communities
o Creating a new community with information that helps people to achieve their goals
o Video
o Articles and blogs

Question 6

What are the questions to ask when planning and implementing a thought leadership programme?

Answer 6

o Who should be our thought leader?
o What topic areas should we focus on?
o Where will we publish our thought leadership content?
o Can we outsource our thought leadership?

Question 7

What is the difference between corporate thought leadership and personal thought leadership

Answer 7

o Thought leadership is when an individual takes a unique position or becomes a subject matter expert within a particular field. Corporate thought leadership, on the other hand, is when an organization has multiple thought leaders, with clearly designated areas of expertise. These can be by business unit, industry or sector. All of them are united by the same brand values, which then enhances the reputation of the organization as a whole

Question 8

What are the benefits of corporate thought leadership?

Answer 8

To build credibility, authority, visibility, influencing purchase decisions and other organizational goals, enhances the brand

Question 9

What does it take to execute a successful thought leadership programme?

Answer 9

o Time
o Energy
o Discipline
o Transparency and willingness to share secrets

Question 10

What is the secret sauce of thought leadership?

Answer 10

o The personal touch it’s the appeal of the individual that separates the thought leader from the rest of the people with the similar expertise

Question 11

What are the principles for good thought leadership?

Answer 11

o Forward facing – not looking backwards
o Think differently about industry standards
o Challenges convention
o Collaborate with clients to solve future challenges

Question 12

What are the questions to ask when coming up with a TL programme?

Answer 12

o What do we want to achieve?
 Metrics
o What differentiates ourselves from the rest?
 What do we love?
 What do we not want to see any more?
o Who is our audience?
o What do we want to communicate to them?

Question 13

What is it important to have when you’re creating TL on behalf of somebody else?

Answer 13

A process for getting their ideas and expertise

Question 14

How can you get inside the Thought Leaders brain?

Answer 14

• Monthly interview sessions
• Getting them to braindump, send links, voice notes etc

Question 15

• What are the 7 P’s of thought leadership

Answer 15

o Planning
o Preparing
o Pitching
o Produce
o Publishing
o Promoting
o (re)purposing

Question 16

What are the questions to ask when planning a TL campaign

Answer 16

o Competitors
 Who are my competitors
 What do they do well
 What do I do better?
 What do I want to avoid
 How can I differentiate myself
o Individuals
 Who do I admire and want to emulate
 Same as above
o Organisations
 Which organisations do you respect and admire

Question 17

What is the checklist for preparing a TL programme (8)

Answer 17

o List of media – journalists, bloggers, influencers
o Calendar of opportunities
o Update bios
o Awards
o Events and speaking engagements
o LinkedIn profile updates of thought leaders
o Add speaking page
o Update social media channels

Question 18

What is the benefit of media training (3)

Answer 18

o Manage risk
o Enhance the reputation of the company
o Improvements in communication skills are transferrable

Question 19

What will media training teach (7)\

Answer 19

o How to manage difficult questions
o How to speak in soundbytes
o Respond to criticism
o How to prepare for interviews
o How to make the most of media opportunities
o How to deploy criticisms
o Avoid pitfalls and traps

Question 20

What are the 5 things to remember before every interview

Answer 20

o Never say anything you don’t want to appear in print
o Prepare, prepare, prepare
o Always have an agenda
o Tell the truth – don’t pretend to know
o Know the facts

Question 21

What do spokespeople need to be able to do in the new media landscape

Answer 21

o Cut through the noise
o Deploy KMs effectively
o Speak to target audiences on a variety of platforms

Question 22

What is media pitching

Answer 22

The practice of offering a person or company to a journalist or equivalent, presenting why the journo should feature them in a succinct and compelling way

Question 23

What is the best way to get results from media pitching

Answer 23

o Build relationships with journalists
o Depth of insights – support with data
o Human interest

Question 24

What is newsjacking

Answer 24

o Leveraging a current news event to insert a client or expert into the discussion, along with their expertise and thoughts

Question 25

o What is the golden rule of newsjacking

Answer 25

o Only get involved when you have something interesting to say

Question 26

What are the questions that you should ask when creating a pitch to make it more interesting?

Answer 26

o Why is it happening?
o What are the outcomes?
o What does it mean for the industry?
o What are the effects?
o Why is this important for the audience?

Question 27

What shouldn’t a media pitch be?

Answer 27

o Salesy/promotional
o Cold
o Long-winded

Question 28

What are three ways to engage with journalists in the best possible way

Answer 28

o Engage on social media
o Be responsive
o Understand their beat, editorial guidelines, audience and exactly what they are looking for
o Target your pitch to them