Last Updated on November 4, 2025
It goes without saying that the most critical factor in gaining professional credibility and visibility these days is having a robust digital presence. Back in the day when I started my public relations career, earned media was the most coveted and prestigious display of thought leadership. If you got featured in a prominent print publication you were satisfied. But with the internet and onslaught of digital media platforms, earned media is just one of the platforms, in addition to owned media, shared media, and paid media according to the PESO model – an integrated communications methodology created by Spin Sucks founder, Gini Dietrich. Placing your thought leadership on all these platforms turns your proprietary content into influence and authority.
Tips on How to Leverage the PESO Model to Boost Your Thought Leadership
1. Hone Your Digital Presence
Take your digital presence seriously and develop it the way you would a strategic marketing campaign. Identify the digital platforms that work best for you including LinkedIn posts and newsletters, as well as your website, email blasts, and TikTok (if your content can be translated into video and the audience is there). Wherever you post, make sure the content is shareable so it can be amplified further by fans and followers.
2. Seek Out High Domain Authority Sites
PR is getting more strategic. When considering where to promote and place your thought leadership, opinions and perspectives, choose high domain authority sites such as well known B2B and consumer business publications. This will help to increase your visibility, SEO, and authority.
3. Consider AI Crawlers and Google Search
Search engine optimization is now a core component of public relations and thought leadership, which is why you should give thought to the Google E-E-A-T (expertise, experience, authority, and trust) automatic ranking system. AI crawlers are looking for trusted expertise and information sources. E-E-A-T is one of the most effective ways of building your digital presence. If you’re showing up in Google, then you’re probably showing up in AI search as well.
4. Set Up Social Media SOPs
When thought leadership is published, create a sharing rule around each digital media hit and how often to post about it on social media. This may include a total of three posts throughout the month for each blog and two posts for each media placement. Don’t forget to acknowledge the media outlet by thanking and tagging them as well as the reporter.
5. Strategically Time Your Thought Leadership Content
As with any marketing and PR campaign, consider the timing. If you’re looking to place your thought leadership in earned media, there may be lead time until actual publication. Plan ahead to see how you can tie thought leadership into other marketing activities to get more amplification.
Read my other Tip Sheets for more insights into how to drive your thought leadership.
