09-07-2025
Not another opinion piece: Why executives must embrace modern outlets
Executives who have been in their industries for decades will likely remember the days of long-form think pieces in prestigious publications. Those media mentions were the gold standard for showcasing thought leadership and building brand awareness. But today, if you told an entry-level employee or recent graduate that we used to read 4,000-word feature pieces, I imagine they'd find it hard to believe.
With the onset of endless scrolling, where posts load instantly as we move down our discovery pages, the amount of content available to us increases exponentially every day. It's far more common to read multiple pieces, even when they're low quality, as opposed to one authoritative piece.
If you're an executive trying to get the same attention you once got from feature pieces, adapting to this quick content model is key. Here's why this shift is inevitable and, in many ways, mandatory.
Attention spans have decreased by more than 50% in the last two decades. People are inundated with posts across dozens of social media platforms, breaking news alerts in their notifications and targeted pop-up ads. We're so used to seeing content we don't care about, we instinctively scroll past anything that doesn't immediately grab our attention. The internet has become a digital Times Square; no matter how many flashing lights and bright colors you use, there's always someone else fighting to get your audience's attention.
Another roadblock for thought leaders is the shrinking need for contributed content in traditional media outlets. In 2022, major media company Gannett rolled back hundreds of opinion sections across its publications. It found that opinion pieces often performed poorly online, likely because readers can easily find a wider range of coverage on hot national issues elsewhere.
RESISTANCE TO NONTRADITIONAL OUTLETS
One of the most significant hurdles for modern thought leadership efforts, especially for us PR pros, is a lack of willingness to embrace new mediums. Many executives still believe high-status publications like The Wall Street Journal are the most valuable way to connect with audiences. I could get into how trade publications certainly maintain some influence, as they connect you with more niche and engaged audiences. But considering how paywalls at national publications result in fewer views or the lack of a backlink can change a piece's value entirely, we must accept that the landscape has evolved.
Social media platforms, podcasts, newsletters and even personal blogs are all emerging as crucial avenues for thought leadership today. The sooner you embrace them, the better your chances are of staying relevant. Here are ways you use these powerful tools to connect with a broader audience.
1. LINKEDIN
LinkedIn is no longer just a platform for job updates. It's become a premier space for sharing the insights that were once saved for op-ed sections. For many users, it serves as a personal blog where they can share unique insights with their network. LinkedIn is valuable because your followers are already more likely to relate to and engage with your content. (They chose to follow you, after all.)
Established thought leaders like former Starbucks CEO Howard Schultz and Ford CEO Jim Farley already use LinkedIn to engage with their audiences. But leaders who aren't household names can make an impact by following their lead. For example, I've established my personal brand on LinkedIn over the last few years. Through consistent posting and thought-provoking content, I've supported my company's sales pipeline and built a network beyond what traditional media could offer.
2. NEWSLETTERS
Newsletters allow you to directly reach your audience without the filter or publication guidelines of a traditional media outlet. This enables you to build a unique professional brand that isn't tied to a publication's existing identity. As an added benefit, newsletters have high levels of engagement because readers actively opt-in, making them an effective medium for delivering thought leadership.
3. PODCASTS
Podcasts are a fast-growing content format. According to recent studies, more than a third of Americans listen to an average of 8.3 podcast episodes per week. To capitalize on this avenue, you can appear as a guest on existing shows or start your own. When Kamala Harris appeared on the Call Her Daddy podcast, it signaled that traditional news shows like 60 Minutes or The Today Show are no longer the only options for major public figures.
The freedom in topic direction, whether on a podcast or a self-filmed video update, is also a plus because it helps the content feel more conversational. This provides a personal, authentic touch that other formats simply can't replicate.
THE FINAL WORD
The media landscape has evolved, and thought leadership through traditional methods just doesn't have the impact it once did. To stay relevant, you need to reach your audience where it is by leveraging LinkedIn, newsletters, video, and podcasts. By embracing these new ways to communicate your insights, you'll build a presence that lasts.
