APR Edge: Thought Leadership: Turning Expertise into Earned Coverage

By: Vivian Fiore, APR
Manager, Public Relations
Rotary International

With public relations professionals now outnumbering working journalists by roughly 6 to 1 (Brody, 2024), earning media attention has become more challenging—and more valuable. Earned coverage remains one of the most effective ways to build brand awareness and credibility, particularly as earned sources account for roughly 90% of citations in AI search results.

One opportunity for organizations is to tap the expertise of their own people and communities through thought leadership and contributed content. Done well, these pieces can provide valuable, credible perspectives for audiences while helping organizations participate meaningfully in important conversations.

The key is authenticity. The strongest expert voices aren't always the people with the most impressive titles. They may be individuals working closest to an issue, with firsthand knowledge and experience that can offer a genuinely useful perspective.
Effective thought leadership also requires restraint. The content should address a relevant issue or challenge and allow the organization's connection to that issue to emerge naturally.

At Rotary, we draw on the expertise of our 1.2 million members, program participants and partners who are making a difference on issues connected to our causes—from access to clean water and education to health care and community development. Their experiences can bring depth and credibility to important conversations.

We then share these pieces through our social media channels to extend their reach and engage further with our audiences.

In an increasingly crowded media environment, the most effective thought leadership isn't about finding someone to speak for your brand. It's about finding the people who have something meaningful to say—and giving their expertise a platform.