Crafting honest and authentic thought leadership

Here’s what’s required to craft breakthrough thought leadership that resonates.

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When working closely with an executive, you’ll want to know whether the topic is a fit and what the right channel is. But how can you be sure that the right topic is being shared on the right channel to resonate with honesty, empathy and authenticity?

During Ragan’s Future of Communications Conference in Austin last month, VP of Communications and PR at The Corcoran Group Johnna Muscente moderated a conversation with Natalie Maguire, VP of communications at GIPHY, and Christina Furtado, executive and internal communications director at Dell Inc, shared their thoughts on what’s required to craft breakthrough thought leadership that resonates with authenticity.

Here’s what stuck out.

No executive should be on a channel they are uncomfortable with

Furtado began by emphasizing how important it is that the thought leadership you share be published on a channel the executive is comfortable and familiar with. “That includes social media, still, for quite a few of the executives we support. If it is not a natural motion for them, I do not want them on that platform.”

This means knowing what their comfort level and acknowledging that, even if they aren’t posting somewhere, they may still engaged when tagged.

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