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From Op-Eds to Podcasts: Highlighting Your Thought Leadership Through Different Media Formats

When it comes to promoting your brand, one size does not fit all. The use of different publication formats can help showcase your expertise in different ways, allowing you to reach a wider audience and make a lasting impact. From op-eds to quotes, feature articles to reviews, each publication format serves a specific purpose.

In this blog post, we’ll explore how to leverage different publication formats to highlight your brand’s strengths and expertise, and connect with your target audience.

Publication Formats and Their Purpose


Expert quotes are a great way to establish your company’s thought leadership, humanize your brand, and create shareable content for various social media outlets. This is the best format for sharing your opinion on the hottest topics from the current agenda, and get an exposure boost.

Quotes are quickly digestible, easy to share, and can provide valuable insights to your audience all while demonstrating a high degree of expertise in a given field. With an extensive network of journalists, we get requests for quotes on a daily basis, and pick the ones most relevant for our clients’ brands.

Pro tip: It might seem any exposure is good — yet, for the best results, go for topics that are most closely related to your niche.


Op-eds are a powerful tool that can help your brand express informed opinions and thought-provoking insights, positioning you as an authority in your field. You can use them to address important issues and challenges relevant to your industry, demonstrating your brand’s commitment to finding solutions.

In short, publishing op-eds in reputable outlets can enhance your brand’s credibility, helping to build trust and authority with your target audience.

Press releases / News articles

Press releases and news articles are the most effective formats for announcing any updates and developments, such as product launches, partnerships, or organizational changes. They generate media interest and coverage, increasing brand visibility and attracting new customers or clients.

Since this format allows you to communicate information on your key milestones to a wider audience, you must craft your press releases and news bites carefully — first and foremost, by choosing the right ToV and making sure every piece of data is correct.

Feature Articles

Feature articles allow for in-depth storytelling, exploring your brand’s mission, values, and unique selling points in detail. They can captivate your audience and make your brand memorable, resonating with your target demographic.

By using feature articles, we can highlight your brand’s accomplishments, client testimonials, and case studies, demonstrating your proven track record and expertise.


Interviews with company leaders or subject matter experts can help personalize your brand, making your vision and offerings more relatable and approachable for your target audience. They give you a great opportunity to share your brand’s unique perspectives, knowledge, and experiences, setting you apart from the competition and establishing expertise.

Interview is one of the few organic formats that allows direct brand mentions: where it’s relevant, of course. So, by participating in interviews with different media outlets or influencers, you will grow your brand’s reach and connect with new potential customers or clients.


Positive reviews from industry experts or influencers can help boost credibility and exposure for your brand, encouraging potential customers to choose your products or services. They can also provide constructive criticism or highlight areas needing improvement, giving you a space to refine your offerings and better meet customer needs.

Still, it’s one of the most difficult formats for organic pitches: In most cases, you will need some previous media exposure, and an MVP to go for an organic review.

Podcasts, YouTube & Event Appearances

Collaborating with respected influencers, podcast hosts, or event organizers can help you connect with your audience with way more precision. After all, what’s a better way to connect than a talk? It can also enhance your reach and credibility by association, becoming exposed to their respected audience.

Through taking part in podcasts or talks, or being a speaker at an industry event, you can showcase your professional experience, share important takeouts and insights, effectively showcasing your brand’s expertise and value to your demographic.

Success Stories

Everyone loves a good narrative — especially if the story tells about about a personal or a brand success. This type of publications works for those who have already hit a few important milestones and gotten some highlights in media. (If you have just launched up your first startup – don’t worry, we’ll get you there!).

It’s also good way to wrap a successful stage of a PR campaign, like the piece we did with Blockasset after their stellar NFT drop in the Times Square.

Pro tip: be honest, share behind-the-scenes and advice, so others could really appreciate the path you’ve made, and learn from it.

Unlock Your Brand’s Full Potential

Different publication formats serve different purposes, and each one can help you showcase your brand’s expertise and reach a wider audience. Utilizing a mix of publication formats can maximize your brand’s exposure and make a lasting impact.

The optimal ratio of publication formats will vary depending on your goals and the campaign. InputPR’s team of experts can help you define the right mix for your brand: book your first consultation with us today!