In column #4, we explored what thought leadership truly means: not just having expertise, but shaping conversations in your field. Today, I’d like to build on that idea and focus on where and how you can share your voice so that it reaches the people who matter.

For many IP experts, the challenge isn’t a lack of knowledge. It’s visibility. You may have groundbreaking insights on licensing, strategy, or patent valuation, but if they stay within your office walls, they don’t strengthen your position in the market. That’s where publications, platforms, and industry outlets come in.

Placements matter. When your name appears in a respected journal, blog, or association newsletter, it acts like a stamp of credibility. Your expertise is validated not just by what you say, but by where you say it. This kind of exposure builds trust faster than any self-description ever could.

Choosing the right platform and pitching effectively

There are countless possibilities: trade journals, professional blogs, industry reports, association publications. The key is not to chase every outlet, but to focus on the ones your peers, partners, or potential clients actually read. This is less about prestige and more about relevance.

Editors are busy. They don’t need another abstract on why IP is important, they want something that gives their readers context, clarity, and contribution.

A useful test before sending a pitch is the 3C rule:

  • Context – Why does this topic matter now?
  • Clarity – Can it be explained without jargon?
  • Contribution – What fresh perspective or insight do you bring?

If you can answer those three questions in two short paragraphs, you already have the core of a compelling pitch.

Publishing safely: Confidentiality & firm approval

This part is non-negotiable in IP. Before you submit anything:

  • Always anonymise clients and remove identifying technical or commercial details.
  • Use hypotheticals: “a European MedTech client” rather than names.
  • Check NDAs and internal approval processes — a simple one-pager checklist can save you headaches.
  • Focus on describing approaches and lessons learned, not sensitive data.

Credibility is built on trust. If readers ever doubt your discretion, the effect of publishing will backfire.

From one article to lasting presence

A single article shouldn’t be the end point, it should be the start of a ripple effect. One well-placed byline can fuel weeks of visibility if you let it.

Think of it this way: the same insight can be shared in different forms, a short LinkedIn post, a 90-second video, a client memo, even the seed for a webinar or podcast.

Each format reaches a different audience segment, without doubling your workload. What matters is not repeating yourself, but re-framing your core message so it travels further.

Final thought

Publishing in respected outlets is not a cosmetic exercise. It is a strategic way to build trust, open doors, and anchor your expertise in the conversations that shape your industry.

Until then, a question to reflect on:
Which outlet do the people who matter most to your practice actually read, and what’s the one message you’d like them to remember from you there?

About the columnist

Giulia Donato
Branding & Communication Advisor | Executive Coach | Lecturer
people & brand strategies
www.donatostrategies.com