PR Explored: The Podcast for Public Relations and Communications Pros

How PR and Content Teams Can Work Together to Maximize Thought Leadership

Oct 1, 2025

In this discussion, Erika Heald, a marketing communications consultant and former journalist, shares her insights on the vital intersection of thought leadership and content marketing. She emphasizes the need for a strategic approach beyond basic press releases and highlights the importance of effective collaboration between PR and content teams. Erika defines authentic thought leadership and suggests diverse content types that contribute to it while offering practical tips to break down silos and measure impact. Tune in for actionable strategies and a fresh perspective on creating engaging content!

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ADVICE

Build Owned Assets To Fuel Media And Social

Create owned long-form content (podcasts, research) to demonstrate perspective and fuel earned media and social amplification.
Michelle Garrett and Erika advise repurposing transcripts and clips to extend reach and value.

ADVICE

Capture Raw Thought-Leadership Input

Interview thought leaders and capture raw 'word vomit' to mine authentic examples and stories for later use.
Erika Heald recommends transcripts and iterative collaboration to shape usable thought leadership content.

INSIGHT

Thought Leadership Is Cross-Functional

Thought leadership can't be siloed in PR or content alone; it must span the organization to be effective.
Erika Heald argues cross-functional collaboration makes owned, earned, and internal efforts work together.

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In this episode of PR Explored, host and PR consultant Michelle Garrett sits down with her longtime friend and colleague Erika Heald to discuss the crucial role that thought leadership plays in content marketing and PR.

Erika, a seasoned marketing communications consultant and former journalist, delves into her journey and experience in the field, highlighting the importance of having a strategy to create impactful content.

The conversation covers the definition of thought leadership, the types of content that contribute to it, and the synergy between content and PR teams. They emphasize the need for collaboration and strategic planning to maximize the impact of thought leadership efforts.

The episode is a treasure trove of insights on how to foster cross-functional teamwork and create valuable, engaging content that drives business results.

00:00 Welcome to PR Explored

01:11 Meet Erika Healed: A Journey from Journalism to Content Strategy

04:59 The Importance of Thought Leadership

05:32 Defining Thought Leadership

14:48 Creating Effective Thought Leadership Content

23:46 Integrating PR and Content Teams

29:40 Breaking Down Silos for Better Collaboration

30:31 Winning Awards with Strategic Collaboration

32:52 The Importance of Measurement in PR

39:46 Leveraging Research for Thought Leadership

51:08 Effective Interview Techniques for Content Creation

56:07 Final Thoughts on Thought Leadership and Collaboration

Show notes:

Follow Erika Heald on LinkedIn: https://www.linkedin.com/in/erikaheald/

Erika Heald Marketing Consulting: https://erikaheald.com/

Erika’s show #ContentChat: https://www.linkedin.com/in/erikaheald/recent-activity/events/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

Book a no-obligation call to talk about your needs here.

About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.