Now not one media outlet has contacted you for your input about what the world can expect from the Paris climate conference - COP21. Your tweets received no retweets, loves, or comments. And lobbying firms aren't requesting consultations.
Obviously, your thought leadership isn't resonating. In a disruptive era, that happens all the time. Hot yesterday. Not even part of the buzz today.
The good news is this: In a disruptive age it's also possible to rebrand as a DIY venture. Social media is your friend.
Here is a check list of must-dos:
Assess your knowledge base, positioning and packaging. One, two, or three may be out-of-date. It could be a simple situation of leveraging the wrong framework or buzzwords. Or it could be that your assumptions don't align with fresh research. Or it could be that your commentary isn't a plug-in with emerging controversies.
Get out there as a contrarian. A moderate amount of controversy can be managed. This is a risk you have to take when not in the winners' circle. If the dominant meme is that the conference won't be effective, you point out why it can.
You can get your message out there without the gatekeepers. Here's how. LinkedIn Pulse can be a powerful tool of influence. But first retrieve and analyze the posts which are getting a lot of attention. Then leverage the strategies and tactics which fit your voice.
Re-learn content marketing. Points of view are entities which must be marketed. The playing field has become competitive and tilted toward those up-to-date in the how-to of social networking and social media.
A free tool is the digital publication Web Marketing Today, edited by Paul Chaney. Your WordPress website itself may need "help." Here is a Web Marketing Today article on the WordPress platform by Daniel Kedinger.
Reach out to new networks. The shelf life of a network is getting shorter. The economy has shifted to a project one. We gather together as employees, contract workers, vendors, and consultants to get X done. When that's accomplished or abandoned, the members of the group move on, at least in their focus. That means we have to continually seek out fresh sources of information, insight, contacts, and actual referrals.
Let the past vaporize. Yesterday has become a dirty word. A Manhattan public affairs former thought leader has cut himself off at the knees by continually citing the big job he had in the early 1990s. It's downright odd, driving away new business and talent to hire.
Be patient. Rebranding is a process. It takes time. It really does, even in a fast-paced time period.
Two years ago, my thought leadership stopped resonating in the New York area. My mindset and style no longer was a good fit along the Northeast Corridor. As an experiment, I relocated and rebranded my communications boutique as a West Coast one. It took longer than I anticipated for that to work. But work it has.