Becoming a thought leader: How educational institutions (can) reach and impact society.

Thought leaders guide society forward.

Thought leaders can be NGOs, educational institutions, international corporations, local SMEs, or individuals. They stand out through unique ideas, deep expertise, and a strong presence both in public and professional circles.

Take, for example, Jean-Claude Biver, who played a pivotal role in revitalizing several watch brands and introduced innovative approaches in the luxury segment. Or Monika Bütler, a renowned Swiss economist and professor. She has extensively researched topics such as social policy, labor markets, and pensions, making her one of the most sought-after voices in public debates on economic policy issues. Entire educational institutions also embody thought leadership, like Harvard University or MIT in Cambridge, Massachusetts, which are recognized globally as leading thinkers. All of them regularly influence global debates and set new standards with their intellectual contributions.

Thought leaders not only shape discourse but also develop groundbreaking solutions to the societal challenges of our time. They are characterized by bold decisions and a willingness to take on a leadership role within society.

Thought leadership creates legitimacy and freedom in action.

In an information-saturated society marked by fake news, shrinking attention spans, and fewer resources for quality science journalism, establishing a position as a credible source of knowledge is becoming an increasing challenge. For example, communications departments of educational institutions are under more pressure than ever, as a recent study shows:

• Resources and Output: 49% of communications departments at Swiss universities have received more personnel and financial resources in recent years, with 38% producing more output.
• Diversification of Channels: 81% of communications departments are using more communication channels, and the number of target audiences has increased for 44%.
• Media Attention: Nearly half (44%) of media coverage focuses on two out of twelve universities: ETH Zurich and the University of Zurich.

Educational institutions must leverage their positioning and communication to anticipate trends and engage in solutions for societal challenges. This enables them not only to be perceived as experts but also to gain the legitimacy and necessary support for their work – both now and in future projects. This advance trust is what allows genuine thought leaders to have an impact and creates the freedom to act.

«ESSENCE RELATIONS provides strategic and sustainable communication support to the University of Zurich and to me as Rector in selected key areas. With ESSENCE RELATIONS and Nathaly Bachmann as an entrepreneur and leadership expert, I feel comprehensively understood as a leader and personally supported.»

Prof. Dr. sc. nat. Michael Schaepman, Rector of the University of Zurich, on various strategic mandates with ESSENCE RELATIONS (including Project Eikon)

Our Approach to the Successful Positioning of Educational Institutions

Thought Leadership is more than a recognition; it is a commitment to continuous innovation and providing value for all of us. For over a decade, ESSENCE RELATIONS has supported institutions as a strategic partner to achieve their positioning goals.

The Why: Uniqueness Creates Freedom
Thought leadership builds legitimacy for current and future actions. Educational institutions must position themselves amidst intensifying competition for attention, students, and researchers. Those who anticipate trends early, develop societal solutions, and engage in their implementation are recognized as thought leaders in specific fields and topics and are supported in their endeavors.

The What: Thinking Forward
For educational institutions to be acknowledged as thought leaders, they need to engage in innovative and strategic science communication that credibly reaches diverse target groups. This includes empowering scientists to effectively communicate their findings. Thought leaders act with a forward-thinking approach and proactively position themselves as indispensable and credible sources of knowledge, launching new, comprehensible, and unique content and projects that convey relevance and credibility.

The How: Framing Science as Messaging
Educational institutions should align themselves with the way society and its stakeholders live (outside-in) and strengthen their dialogue with the public. This helps avoid blind spots. Good science communication not only shares knowledge but also transparently conveys uncertainties and the limitations of one’s own expertise. It inspires emotions and enthusiasm without compromising scientific integrity. Strong messaging and platforms help to convey legitimacy and trust over the long term. Clear framing of the communication topic, suitable for the occasion and audience, is key, as is choosing the right and increasingly diverse platforms.

With Whom: Everyone is a Media Outlet
It’s important to understand communication in its multi-layered complexity. Silo thinking is “a thing of the past.” Instead, society wants to be part of the whole, to have a say, and to co-create (“Everyone is a media outlet”). This requires a deep understanding of the target audience, analyzing their needs, interests, and expectations. Additionally, a long-term strategy for nurturing networks is crucial for sustainable success. Participation is key, and a digital culture is necessary to create visibility.

Where: Organizational Weight of Communication
To achieve thought leadership, communication departments need to be closely integrated with educational institutions and understood as highly relevant strategic interfaces. Sufficient resources and the freedom to communicate in a modern and creative way are crucial. This creates enough space to establish a clear identity and reinforce recognizable, positive values.