From our recent trip to Hilton Head
I like the light that reflects off the sand at sunset. I like when my porch glows with the indirect light of a summer afternoon, filtered through the tree in my front yard. I even like the soft light of an overcast day.
Photographers know that reflected light can often be more effective than a bright flash. The same can be said for what thought leaders can do for their organizations.
What is a thought leader? I’m going to stick with a very basic definition: A trusted authority who is sought out for her or his expertise.
As communicators, developing your experts into thought leaders can be a successful strategy for promoting your organization.
Social networks, like LinkedIn and Twitter, provide a platform for your expert to bloom into a thought leader, reflecting their light on your organization.
This strategy isn’t without risk. It takes time. Your expert needs to be willing and committed to the work. Once successful, your thought leaders could leave your organization, taking their influence with them. Or she or he could step in a pile and become the source of negative coverage.
That said, the best communications plans have a mix of strategies. The risks of developing thought leaders are not enough to outweigh the potential benefits. We are lucky at Ohio State to have many brilliant experts who are leaders in their field. Our challenge as communicators is how to focus our efforts in a strategic way.
Here are three Ohio State thought leaders I recommend following:
Martha Gulati, College of Medicine professor and cardiologist
Bruce McPheron, dean of College of Food, Agricultural and Environmental Sciences, and an entymologist
Matt Stoltzfus, chemistry teacher in College of Arts and Sciences
The bottom line: Don’t rely on a flash bulb – videos that may or may not go viral, news releases, major events – as your only illumination. Enjoy the reflected glow of your thought leaders. They will help increase exposure of your organization’s ideas and innovations.