Golden Brain PR and marketing communications agency


Keep an eye on the news… and comment on it

Gemma Bowker

Gemma has been involved in managing and writing campaigns, strategy and journalism for more than 20 years, working with companies and organizations worldwide. With wider experience in the film, media and digital sphere, and a PhD from the University of Manchester, she brings strong creative flair to Golden Brain.

Chances are you spend some of your time following industry news and keep abreast of the latest trends. If like me, you are a news junkie, this is probably more than a little. 

The great thing about this is you can utilize it to help your company beyond simply making sure you know about the current business climate or trends. You can also raise the profile of your business and position yourself as a thought leader in your field. 

By commenting on the news and adding some extra insight about what it means for your industry, you add value, showcase your knowledge and expertise, and increase your reach. And the great thing is, there are so many avenues to do this, whether it is adding some extra context and insight to your news stories or blog articles, or creating engaging LinkedIn posts. 

You can see examples of how this works in practice in a LinkedIn post from our partner, market intelligence firm Interact Analysis, and a news article in the Wall Street Journal with a quote from Interact Analysis research manager, Rueben Scriven. 

How often have you read a news article and thought it only tells part of the story? Or listened to a debate about macroeconomic factors and thought about how it is likely to affect your industry? 

If you have worked in the same industry for many years, you will have amassed a wealth of knowledge and experience about it that can be put to good use. It doesn’t have to be time consuming, just one or two sentences of reaction can demonstrate thought leadership, help to educate your audience about your industry and generate activity on your social media, which can be monitored to gain a better understanding of what issues your customers care most about. 

Sticking at it and posting regularly can really pay dividends, offering the chance to connect with other professionals and businesses in your industry, with customers and with trade media. It also provides regular contact with customers and enables them to interact directly with you, while timely comments in response to negative news about your industry can help to manage your brand’s reputation and provide balance. 

Finally, intelligent and considered comments on the wider picture can set you apart from your competitors and allow you to highlight the unique selling points of your brand. 

So next time a relevant industry news story crops up, think about what you can add to it… 

Looking for help with your marketing communications? Contact us today ➡️