Many of today’s top business leaders are successful at getting media coverage simply by stating their opinions of the market.  They talk at length with reporters about industry trends and make predictions about what the future might hold, but they never pitch their new product or company specifically.

It’s a Subtle PR Ploy:
The fact is, these executives are promoting their companies, just in a very subtle manner.  Positioning a company as a thought leader can enhance credibility and establish a reputation as an industry expert.

Ways to position your company as a thought leader:
Guest opinion articles — Many publications offer executives the chance to share their opinions on the market by contributing guest opinion articles. These articles are not sales-oriented, but crafted to express an executive’s perspective of the marketplace and strategies for success.

Speaking opportunities — Participating in panel discussions, addressing members of a local organization during a monthly meeting, and speaking at trade shows are all ways executives can be viewed as thought leaders while gaining recognition for their company in the process.

Become an expert source — The majority of business news stories focus on industry trends rather than one particular company. As a result, there is a large demand by reporters and editors for expert sources who can offer their perception of issues and events currently taking place.

Jet Rhys Salon is a hip, eclectic salon located in San Diego. Founded in 1992 by Jet and Rhys, two former Vidal Sassoon specialists, their expertise has taken them around the globe teaching and inspiring other stylists. Tokyo, Madrid, New York and Sydney are just some of the places they have left their mark. From these beginnings a salon has emerged possessing the most progressive and skillful team of stylists in San Diego.

As most national beauty magazines are located in the fashion capitals of the US, New York City and Los Angeles and Zenzi quickly realized the challenges of being located in San Diego. Editors of beauty magazines already had easy access to all the latest trends and experts and looked at San Diego as a laid back, casual beach city, and not a go-to for the latest in fashion and beauty.

Zenzi needed to start from the ground up. Rather than press releases, Zenzi chose to develop a quarterly newsletter called “What’s Hot” and sent it in a bright red envelope with a box of Hot Tamales.  The marketing tactic proved very effective and memorable as the editors not only looked forward to receiving the “treat,” they saved them and used the beauty tips again and again in articles over the coming years. To educate these editors on happenings and trends in San Diego, Zenzi leveraged Jet Rhys’ close proximity to the beach to position them as a source for summer beauty tips and news and experts in surf diva style.  The campaign culminated with a deskside press tour to New York to promote Jet Rhys signature “Color Cocktail” treatment with a press kit contained in a clear cocktail shaker.

As a result, Jet Rhys has been recognized in 48 Hours, Elle, Cosmopolitan, Self, Allure, Harper’s Bazaar, and participated in the American Music Awards and MTV Video Music Awards. Collaborating with the likes of Surf Diva, actress Sanoe Lake, top modeling agency Jet Set Talent and local designer Hollie Ten, Jet Rhys has established itself as a nationally renowned leader in beauty and fashion. For more information, visit www.jetrhys.com.