At Clapperton Media Associates, we work closely with public relations professionals who want their clients to be visible, credible, and memorable. But one phrase keeps resurfacing in conversations that makes us wince slightly: “thought leadership.”
Like many bits of jargon, it began with good intentions. The idea was simple: if a client has genuinely original insight or a fresh perspective on their market, then helping them share that view is an invaluable service. Done well, it can spark discussion, shape perception, and position a business as an authority worth listening to.
Unfortunately, “thought leadership” has been overused to the point of meaning very little. Somewhere along the line, it became something to tick off a to-do list. We’ve seen well-intentioned PR teams ask clients for “thought leadership content” as if it’s a deliverable that can be produced to order. Occasionally, that works – a founder or expert may have untapped insight they didn’t realise was valuable. But more often, it leads to clients feeling pressured to produce opinions that sound authoritative without offering anything new.
When “thought leadership” becomes a formula rather than a spark, it risks doing the opposite of what’s intended. Instead of making someone sound like an innovator, it makes them look like they haven’t done their research. And it gets worse when that phrase – “thought leadership” – is used with journalists. Talking about “offering thought leadership” to an editor is like a magician explaining an illusion before performing it. Everyone knows it’s positioning, but it’s best not to draw attention to the wires.
The solution? Focus less on “leadership” as a label and more on what’s genuinely interesting or useful. A strong opinion, a data point that challenges assumptions, or a story that reveals something new – those are the real currency of influence.
At its best, great communications work helps ideas travel. But when every article, quote, and podcast appearance is branded as “thought leadership,” the words lose their meaning. So, by all means, help clients share their insights and opinions – just don’t call every thought a leading one.
