Alternative approaches to LinkedIn thought leadership

Often, when building a thought leadership campaign, communicators can get lost in whether the idea is big or shiny enough. 

But the audience and context of the work should be the priority.  

“When you know who you’re going after, you can then work out where they are, what they’re looking for and what’s needed to influence them,” said Matt Buckley, VP and head of the HP Foundation and employee communications.  

During Ragan’s Employee Communications 101 virtual conference, Buckley and Kami Spangenberg, SVP of corporate communications, scientific stature services and community affairs at RTI International, discussed methods for thought leadership, including storytelling, influencer partnerships and employee engagement.  

Here’s a look at their conversation: 

Authentic storytelling