3 ways to keep your thought leadership clear, credible and heard
You can’t wait for certainty.
Evan Zall is founder of Longview Strategies.
There’s a lot going on out there (maybe you’ve noticed). We grew accustomed to a short news cycle, but in 2025, every scroll is an adventure, replete with plot twists and uncertainty. Huge tech advances, dramatic policy moves, social whiplash, natural disasters … it’s chaos at an unrelenting pace.
From a public relations perspective, we know some clients default to a highly conservative approach in these situations, reining in the message and maintaining a “safe” public profile. That’s understandable. We want our clients to be on message, in the right communications channels, at the right time.
Waiting out uncertainty, however, might mean a very long stint on the bench. It also sacrifices the opportunity to be a voice of reason for your audience – and frankly, nothing’s more appealing than cooler heads when the rest of the world feels out of control.
So, with the news running at an F1 racing pace and almost every angle politicized, how do you find the balance?
You take the wheel, with extreme selectivity about the track you’re on. Your audience is searching for trusted voices to help them feel confident, and you want to show them your calm and confident side.
Not to say it’s easy. Standing out as a credible, influential leader requires a willingness to engage in complex conversations, even when concrete answers are elusive. Whether you’re a business executive, an industry expert or an emerging voice in your field, you can use three guidelines to stay above the fray.
- Be clear, not clairvoyant.
No one has all the answers. The most well-received thought leaders acknowledge uncertainty rather than pretending to have a crystal ball. Instead of making bold, absolute predictions, focus on providing clarity. That will build credibility in a way that withstands shifting circumstances, elevating your personal brand beyond the present news cycle.
- Frame the conversation.
Explain the forces at play and why they matter. Help make sense of complexity and provide context based on your experience and research, if you have it.
- Offer scenarios, not certainties.
You don’t have to put a stake in the ground by predicting outcomes. You can instead offer a few possibilities and what the common threads or actions are between them.
- Be transparent.
If new information emerges that challenges your perspective, embrace it. Your audience will trust you more for your intellectual curiosity and honesty.
Example: You’re a financial leader trying to make sense of interest rates, inflation and global uncertainty. Instead of trying to predict exactly what will happen next, you lay out a few possible paths—like what it could mean if rates stay high, or if they start to drop. You talk about what you’re watching and why it matters, without pretending to have all the answers. That kind of clear, honest insight helps people feel less overwhelmed and more prepared for whatever comes next.
- Meet the moment with the long term in mind.
It’s tempting to react to the headlines, but you really should be responding through a lens of: “does this story angle mesh with my broader vision?” In other words, don’t chase trends. Your insight is valuable, and it’s not rooted in an exact moment. Thoughtful commentary guided by a long-term mindset will age well, whereas a knee-jerk observation is more likely to feel off-message.
- Anchor your insights in your expertise.
Connect current events to the issues where you have real depth. If your focus is sustainability, for example, weigh in on supply chain resilience during geopolitical crises rather than making broad political commentary.
- Find the long-term story.
While news cycles are short-lived, great thought leaders identify lasting trends beneath the surface. Without making concrete projections, how are today’s challenges likely to shape industries or consumer behavior in the years ahead?
- Don’t dilute your message.
If a topic doesn’t align with your expertise or values, resist the urge to comment. Your reputation is built on depth, not breadth.
Audiences gravitate toward leaders who offer both immediacy and perspective — those who address what’s happening now while keeping sight of the bigger picture.
Example: You’re a sustainability expert at a time when the US is strongly anti-climate and anti-social. You don’t need to go on record to predict the fallout from sweeping changes in U.S. policy. On the contrary, you can focus on the reality of the climate issues you know best, what has happened in the past when countries have balked at major change, and where progress is being made today.
- Engage in dialogue, not just broadcasts.
Traditional thought leadership often focuses on publishing articles and commenting in the media. While these remain important, today’s two-way conversations help build relationships in a different and compelling way.
- Listen as much as you speak.
Monitor what your audience is asking, where they express confusion and how your industry is evolving in real-time. This allows you to respond with precision.
- Leverage new formats.
Engage through podcasts, LinkedIn comments, live Q&As and events where real-time discussions happen.
- Encourage pushback.
Thought leaders don’t just seek agreement, they invite productive feedback. If credible people respectfully challenge your perspective, engage with openness and intellectual rigor. Of course, in highly regulated industries, online engagement has to be approached carefully. Your response may be influenced by compliance guidelines and risk management, so be sure your communications and compliance teams are working together.
Example: You’re a cybersecurity expert, and news breaks about a major weakness in U.S. infrastructure. Instead of just publishing a statement or an op-ed, you engage in the conversation by posting a quick LinkedIn video or joining a video panel. You share what people need to understand, answer a few questions and acknowledge where the situation is still unfolding. When someone raises a different viewpoint, you don’t shut it down, you engage with it thoughtfully. That kind of open, two-way dialogue helps people trust that you’re not just talking at them, you’re showing up to lead in the moment.
The bottom line
Uncertainty creates an opportunity for thought leaders to provide a bit of calm within the storm. Those who communicate with clarity, stay strategically aligned with their expertise, and embrace dialogue will earn trust and influence when it matters most. In a world seeking guidance, be the voice that helps people navigate complexity—not by offering all the answers, but by showing them how to think more critically about the questions.
powerful article, especially the emphasis on depth rather than on breath.