We are regularly asked by business thinkers or authors to get them coverage in high-profile international media outlets.
For some people of course, that is immediately possible as their content and profile is so strong.
However - a bit like an athlete going for gold - others may need to increase their PACE if they hope to get the highest-level media coverage.
So what is PACE?
Over the past few years we have promoted the work of so many fantastic management thinkers and authors, to help share their world-changing ideas and research through the media and other PR opportunities.
In our experience, the thought-leaders who have had the greatest media success have four things in common:
Purpose. A strong vision – the ‘why’. Knowing what they want to achieve, why they are doing it and who they want to speak to.
Argument. A new, powerful argument, which affects (and preferably changes) the game within their field. New research; a provocative perspective; eye-catching models; a new theory. Without that you risk just saying the same thing as everyone else.
Credibility. This is crucial. They have earned the right to speak and people want to listen and act on what they say. If you are new to the scene and have never spoken on or written about something before, why would a journalist feature you, above a leading Professor who is an expert on the same topic?
Energy. Ability to bring ideas to life, so that they resound with the right people. Having personal appeal and energy can make all the difference when putting someone forward for a podcast or interview.
Building PACE is crucial
As an athlete, if you have average levels of fitness or limited training, you aren't going to compete in a world championship - yet.
However, PACE can be increased through laying strong foundations and building up your profile over time.
This may mean gradually building a voice in publications which are crucial for your audiences. For instance if you are an expert in Learning and Development, the leading HR and training magazines may be a great place to start.
All of this requires strategy, planning and vision. That is where we can help.
If you would like to find out more about our packages for business authors and thinkers, to help you increase your PACE, you can find more information here.