---
name: thought-leadership-programme-runner
description: >
  This skill manages the executive visibility programme including bylines, podcast appearances,
  and speaking slots. Use when building an annual thought leadership calendar, securing speaking
  opportunities for executives, or ghostwriting executive bylines. Also consider when executive
  visibility is low relative to competitors. Suggest when a new executive joins and needs a
  public profile built.
department: marketing
agent: pr-communications-manager
version: 1.0.0
complexity: medium
related-skills:
  - ../media-relationship-builder/SKILL.md
  - ../../../marketing/content-marketer/content-marketing-operations/SKILL.md
triggers:
  - "run thought leadership program"
  - "executive thought leadership"
  - "build thought leadership plan"
  - "place thought leadership pieces"
  - "speaker program management"
---

# thought-leadership-programme-runner

## Agent: PR and Communications Manager

L2 PR and communications manager (1x) responsible for earned media, press relationships, crisis communications, thought leadership programme, and executive visibility.

Department ethos: [ideal-marketing.md](../../../../departments/marketing/ideal-marketing.md)

## Skill Description

Manages the executive visibility programme -- securing byline placements, podcast guest appearances, conference speaking slots, and panel invitations to establish company leaders as category authorities.

## When to Use

- When building or refreshing the annual executive thought leadership calendar.
- When a new executive joins and needs a public profile established in the market.
- When competitor executives are gaining disproportionate share of voice at industry events and publications.
- When a product launch or market shift creates a timely opportunity for executive commentary.

## Workflow

1. **Define thought leadership themes**: Align with executives on 2-3 core themes that connect their expertise to company positioning and market trends using the Authority-Building Framework in [`references/framework.md`](references/framework.md). Ensure themes differentiate from competitor executive messaging. Map each executive to ICP segments per the Audience Relevance dimension. Deliverable: approved theme brief per executive.
2. **Build opportunity pipeline**: Research target publications accepting bylines using the publication tier model in [`references/framework.md`](references/framework.md). Source open CFPs for conferences using the speaker pipeline management timeline. Prioritise by ICP audience overlap. Deliverable: opportunity pipeline with deadlines and submission requirements.
3. **Produce content**: Ghostwrite byline articles following the pitch protocol in [`references/framework.md`](references/framework.md). Use [`references/checklist.md`](references/checklist.md) Checklist 2 for each byline from briefing to publication. Route through executive review for voice and accuracy. Deliverable: submission-ready content per opportunity.
4. **Pitch and place**: Submit bylines to editors, pitch executives to podcast producers, and apply for conference speaking slots. Leverage existing media relationships for warm introductions. Use [`references/checklist.md`](references/checklist.md) Checklist 3 for each speaking opportunity. Deliverable: pitch tracker with status per opportunity.
5. **Amplify placements**: Apply the PESO model from [`references/framework.md`](references/framework.md) to amplify each placement -- owned, shared, earned, and paid channels in sequence. Track engagement and reach against programme health metrics. Deliverable: amplification report with reach metrics.
6. **Run quarterly programme audit**: Use [`references/checklist.md`](references/checklist.md) Checklist 1 to review executive engagement, content pipeline health, speaking pipeline fill rate, and metrics. Deliverable: quarterly programme health report with gap-closure actions.

## Anti-Patterns

- **Executive ghost town**: Building a programme without securing executive time commitment for reviews, interviews, and appearances. *Why*: thought leadership stalls when executives deprioritize it, leaving ghostwritten content unapproved and speaking slots unfilled.
- **Company-first messaging**: Writing bylines that read like product pitches instead of genuine industry insight. *Why*: editors reject self-promotional content, and audiences disengage from thinly disguised ads.
- **Spray submissions**: Submitting the same byline to multiple publications simultaneously without exclusivity management. *Why*: editors who discover non-exclusive submissions blacklist the author and the PR team.

## Output

**On success**: Produces an executive thought leadership calendar with theme briefs, an active opportunity pipeline, submission-ready content, and amplification reports. Executives have regular placements in target publications and events. Delivered to VP Marketing and executive team.

**On failure**: Report which placements were declined and why (topic mismatch, timing, competition), what executive availability gaps blocked production, and recommend theme or target adjustments for the next cycle.

## Related Skills

- [`media-relationship-builder`](../media-relationship-builder/SKILL.md) — Warm editor and producer relationships increase placement success rates.
- [`content-marketing-operations`](../../../marketing/content-marketer/content-marketing-operations/SKILL.md) — May support distribution and repurposing of thought leadership content.
- [`earned-media-monitor`](../earned-media-monitor/SKILL.md) — Tracks the reach and impact of thought leadership placements.