The Wisdom Whisperer PR Strategy: Educate Your Industry

The Wisdom Whisperer is a power­ful PR strategy. 

Giving advice is a form of art.

Whether you’re a lead­er giv­ing orders, an industry expert provid­ing advice to cli­ents, or a blog­ger offer­ing insights, there’s more to giv­ing people dir­ec­tion than just telling them what they need to hear.

It’s about advising in the spir­it of ser­vitude.
And that is what edu­ca­tion is all about.

Of course, edu­cat­ing your industry is also a great PR strategy — espe­cially for B2B.

Here we go:

Step 1: The Foundation

Some might think that edu­ca­tion is about hand­ing out good advice left and right. But giv­ing good advice and offer­ing guid­ance is difficult.

The will­ing­ness and abil­ity to serve will trans­form someone who gives good advice into a Wisdom Whisperer.

Why is ser­vitude so important?

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Existentialism: Thought Leadership, Advisory, and Education

Regarding thought lead­er­ship, advis­ory, and edu­ca­tion, I often remind myself of the beau­ti­ful words of the Danish exist­en­tial­ist Søren Kierkegaard (1813 – 1855): ¹Søren Kierkegaard. (2023, November 27). In Wikipedia. https://en.wikipedia.org/wiki/S%C3%B8ren_Kierkegaard

“If one is truly to suc­ceed in lead­ing a per­son to a spe­cif­ic place, one must first and fore­most take care to find him where he is and begin there.

This is the secret in the entire art of help­ing.

Anyone who can­not do this is him­self under a delu­sion if he thinks he is able to help someone else. In order truly to help someone else, I must under­stand more than he — but cer­tainly first and fore­most under­stand what he under­stands.

If I do not do that, my great­er under­stand­ing does not help him. If I nev­er­the­less want to assert my great­er under­stand­ing, then it is because I am vain or proud, then basic­ally instead of bene­fit­ing him I really want to be admired by him.

But all true help­ing begins with a hum­bling.

The help­er must first humble him­self under the per­son he wants to help and thereby under­stand that to help is not to dom­in­ate but to serve, that to help is a not to be the most dom­in­at­ing but the most patient, that to help is a will­ing­ness for the time being to put up with being in the wrong and not under­stand­ing what the oth­er under­stands.”
— Søren Kierkegaard (1813 – 1855)

Servitude is the found­a­tion for suc­cess for all aspir­ing thought lead­ers, advisers, and educators.

Learn more: Existentialism for PR Advisers

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Step 2: The Message

Every Wisdom Whisperer must, like an organ­isa­tion, have a Core Message and a Promise Filter. ²Early in my PR career, my per­son­al Core Message as a thought lead­er in the PR industry was that we must adapt to digit­al-first. That core mes­sage was present in everything I said and did.

By divid­ing the Core Message and the Promise Filter into Content Themes, the Wisdom Whisperer can cov­er sev­er­al top­ics without los­ing focus:

Content Themes

Let’s use a fic­ti­tious example of an IT com­pany. First, they decide on a Promise Filter for their con­tent strategy:

Promise Filter: We make IT easy to understand.

Then, the IT com­pany breaks their core mes­sage down into four busi­ness-crit­ic­al Content Themes:

Q1 Content Theme: We make people under­stand the Internet of Things (IoT).

Q2 Content Theme: We make people under­stand busi­ness auto­ma­tion.

Q3 Content Theme: We make people under­stand cloud com­put­ing.

Q4 Content Theme: We make people under­stand man­aged services.

For each quarterly Content Theme, they pro­duce Content Packages (to build Content Skyscrapers). Each Content Package could con­tain the following:

• Infographics
• Blog Articles
• Whitepapers
• Social Media Updates
• Landing Pages
• Lead Magnets
• Swipe Files
• Template Files
• Content Upgrades
• Online Courses
• Podcast Episodes
• Livestreams
• Email Send-Outs
• Events
• Case Studies
• Webinars
• Video Tutorials
• Interactive Quizzes
• Press Releases
• E‑Books
• Testimonials
• Influencer Collaborations
• Mobile Apps
• Slide Presentations

Learn more: The Content Themes PR Strategy

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Step 3: The Structure

Every Wisdom Whisperer needs an online base­camp, wheth­er that is a brand web­site or a per­son­al web­site. To get any edu­ca­tion­al PR activ­it­ies across, the con­tent must be wisely pub­lished and dis­trib­uted for inbound success.

How can you share your insights in a struc­tured manner?

Deep Content

Above is an example of an online con­tent struc­ture that’s five levels deep.

In the example above, five lay­ers of ever­green con­tent are stacked:

• Level 1: Articles
• Level 2: Content Upgrade
• Level 3: Resource/​Lead Magnet
• Level 4: Ebook
• Level 5: Online Course

Deep Content is centred around provid­ing increas­ingly high­er qual­ity to Content Divers (click­ing ver­tic­ally) since they’re more valu­able than Content Surfers (click­ing horizontally).

As for the import­ance of struc­ture and depth, the logic is the same as for Iceberg Publishing and Content Themes.

Learn more: The Deep Content PR Strategy: Win By Going Deeper

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Step 4: The Narrative

For any­one in a pos­i­tion of superi­or­ity, be it a lead­er or an expert or both, accept­ing the role of a ser­vant is the true chal­lenge in every edu­ca­tion­al enter­prise. The Wisdom Whisperer must be ready to take the high road and seek the path with the most obstacles.

How can you achieve such a PR tonality?

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The Stoic PR Professional

I’m inspired by Stoicism — and intrigued by the idea of trans­lat­ing clas­sic­al Stoic vir­tues (wis­dom, cour­age, justice, tem­per­ance) and apply­ing them to pub­lic relations:

The Wisdom Pitch

“A Stoic is someone who trans­forms fear into prudence, pain into trans­form­a­tion, mis­takes into ini­ti­ation, and desires into under­tak­ing.”
— Nassim Nicholas Taleb

Tell PR stor­ies of how organ­isa­tions can be wise and over­come obstacles that have stopped oth­ers in their tracks. Convey PR mes­sages on how to apply wis­dom, know­ledge, and experience.

The Courage Pitch

“We can­not choose our cir­cum­stances, but we can always choose how we respond to them.”
— Epictetus

Tell PR stor­ies of brands that nev­er back down in the face of hard­ships that would lay waste to oth­er organ­isa­tions. Convey PR mes­sages of how an organ­isa­tion can be right­eous even when storms are raging.

The Justice Pitch

“Concentrate every minute on doing what’s in front of you with pre­cise and genu­ine ser­i­ous­ness, ten­derly, will­ingly, with justice.”
— Marcus Aurelius

Tell PR stor­ies of how organ­isa­tions relent­lessly can strive for hon­esty and trans­par­ency — even when uncom­fort­able. Convey PR mes­sages about how all brands, without excep­tion, can rid them­selves of dis­hon­esty and incompetence.

The Temperance Pitch

“It’s not the man who has too little, but the man who craves more, who is poor.”
— Seneca

Tell PR stor­ies of organ­isa­tions that strive for high­er val­ues in a world where all oth­er organ­isa­tions suf­fer short­sighted­ness. Convey PR mes­sages of organ­isa­tions pre­pared to abstain from short-term gains to make the world bet­ter for all.

Learn more: Stoic Philosophy for PR Professionals

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Step 5: The Resilience

Establishing and main­tain­ing rela­tion­ships takes time.

No one will become a Wisdom Whisperer overnight. Long-term resi­li­ence is crit­ic­al for any online edu­cat­or who wants people to listen. 

The secret to suc­cess is to stay con­sist­ent and offer valu­able insights repeatedly.

The Wisdom Whisperer

Being regarded and revered as a key industry edu­cat­or is first and fore­most a respons­ib­il­ity. Any pos­it­ive out­comes in terms of PR must be sec­ond­ary con­sid­er­a­tions. Teaching might not be your call­ing if serving a com­munity with your insights and know­ledge isn’t your Ikigai.

For the Wisdom Whisperer PR strategy to work, all shar­ing must always begin from a pure pas­sion for edu­ca­tion and servitude.

PR Resource: More PR Strategies

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Doctor Spin’s PR School: Free Strategy PR Course

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• The Bad PR Strategy
• The Magical PR Strategy Question
• The 1‑Page PR Strategy
• How to Create a PR Strategy That Actually Works

Public Relations Strategies

• The Thought Leadership PR Strategy: Rule Your Domain
• The Extra Mile PR Strategy: Wow Your Customers
• The Hidden Arena PR Strategy: Mobilising Change Agents
• The Superhero Solution PR Strategy: Be the Obvious Answer
• The Easy Street PR Strategy: Keep It Simple To Win
• The Surround Message PR Strategy: Make the Box Smaller
• The Stupid Majority PR Strategy: How Underdogs Dominate
• The Rebel Yell PR Strategy: Picking a Fight To Get Recognised
• The Wisdom Whisperer PR Strategy: Educate Your Industry
• The Deep Content PR Strategy: Win By Going Deeper
• The Evergreen Content PR Strategy: Forever Is a Long Time
• The Content Themes PR Strategy: Focused Birds Gets Worms
• The Honeymoon Outreach PR Strategy: Influencer Relations 2.0
• The Inbound Shift PR Strategy: The Beauty From Within

“The under­ly­ing prin­ciples of strategy are endur­ing, regard­less of tech­no­logy or the pace of change.”
— Michael Porter

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PR Resource: How To Identify a Good PR Strategy

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The Magical PR Strategy Question

Your PR strategy should answer one simple question:

• Does this strategy provide a guid­ing prin­ciple for how your organ­isa­tion should defeat com­pet­it­ors in the battle for atten­tion, trust, and support?

Whenever your PR strategy fails to answer this ques­tion, it also fails to provide a roadmap to success.

“Competitiveness is derived from per­man­ent infra­struc­tur­al char­ac­ter­ist­ics of organ­iz­a­tion­al design, rather than just rely­ing on tem­por­ary stra­tegic assets.”
Source: Strategic Change ³Connor, T. (2007). A con­sid­er­a­tion of stra­tegic assets and the organ­iz­a­tion­al sources of com­pet­it­ive­ness. Strategic Change, 16, 127 – 136. https://​doi​.org/​1​0​.​1​0​0​2​/​J​S​C​.​789

Learn more: The Magical PR Strategy Question

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