PR firms are running execs' LinkedIn profiles — and turning ghostwriting into big business

Everyone wants to be a LinkedIn influencer — and it's becoming a big business for prominent public-relations firms.

The once deeply uncool professional social network has had a glow-up, with the rise of online figures dubbed "workfluencers," "LinkedInfluencers," or, more generally, thought leaders. Some of these influencers have built massive audiences on the site numbering in the tens of millions, helping propel LinkedIn this year into the coveted club of platforms with 1 billion users.

Executives looking to boost their profiles have for years paid freelancers to ghostwrite their LinkedIn posts. Now big PR firms are getting into the game, and LinkedIn profile management is going mainstream.

Business Insider spoke with 14 PR firms that said more companies were asking for LinkedIn writing and strategy services for their leaders.

"These are incredibly smart people. They just don't have the time," Erin Ledbetter, the head of digital at Ketchum, said. "That's what they're turning to us for. And we get to know them very, very well because we have to write in their voice."

Big consumer-facing PR firms such as Weber Shandwick, Zeno Group, BCW, Ketchum, and Ogilvy are betting on LinkedIn "editorial services" and — though most of them don't use the term — ghostwriting. These firms are building practices with names like "executive visibility" to pitch LinkedIn expertise to clients.

"LinkedIn really has become a core aspect of executive visibility," Contessa Kellogg-Winters, the head of executive visibility at Weber Shandwick, said. "With LinkedIn, you have an immediate ongoing connection with the people who care about you the most."

The relationship between an executive and a PR firm can take different forms. Sometimes the firm provides strategic help on how to best leverage the platform. Other times, it will handle everything: writing, posting, commenting, resharing, and measuring the posts.

The rise of artificial intelligence has also put pressure on PR firms to prove their value in creating communication strategies that build buzz and sales for companies, pushing them to explore new strategies such as LinkedIn support.

"There's been an intense lens to measure how every cent is being spent," said Lana McGilvray, a partner and the CEO of Purpose Worldwide, a marketing and PR firm that specializes in working with marketing and advertising companies. "It's the state of the economy and intense pressure with AI to do more with less."

LinkedIn ghostwriting is growing, in part, because it's getting harder for clients to get press coverage, PR executives said. They said widespread journalism layoffs had made it more difficult to pitch reporters and promise clients mentions in articles. Instead, some firms increasingly recommend that executives build a brand on LinkedIn, where they can directly connect with the public and clients.

"LinkedIn is really a novel way to share your POV without hassling the Washington Post editorial team," Katie Burcham Glasshoff, the senior vice president of corporate affairs at BCW Global, said.

In some cases, PR execs said creating LinkedIn content had been added to existing media-relations services, like building relationships and pitching journalists.

"There's a desire to go direct," said Chris Harihar, an executive vice president of the Mod Op-owned Crenshaw Communications, a PR firm that works with advertising- and marketing-tech companies. "That means bypassing gatekeepers and going directly to the audience."

Harihar added that execs were also focusing on LinkedIn for thought leadership as X became less relevant for business executives and news.

LinkedIn-focused PR services aren't new but have recently surged in popularity, PR insiders said.

"It's the middle market that is exploding with interest and specifically the B2B leaders in that space: tech, finance, healthcare, consulting," Dan Allocca, a partner and the head of digital and integrated marketing at Prosek, said.

Joe Zappa, the CEO of Sharp Pen Media, a PR and communications agency that works with adtech companies, estimated that he ghostwrote on LinkedIn for between one-third and half of his clients. Zappa said he did not offer specific rates for LinkedIn posts and instead included LinkedIn in broader content contracts. However, he estimated that PR firms solely focused on LinkedIn ghostwriting could charge companies $5,000 a month for three to five LinkedIn posts. He added that adtech companies typically pay between $10,000 and $15,000 a month to keep an agency on retainer to handle all PR services.

LinkedIn has been capitalizing on the trend, too, from the introduction of "creator" features in 2021 to the recent launch of Thought Leader Ads, which allow people and companies to promote individual posts from a LinkedIn profile.

Working with an exec on their LinkedIn content often starts with a "deep dive" — a video call or meeting — where the PR firm gets to know the person and their role, including their life story, passions, and unique traits.

For example, Nicola Dodd, the managing director of PR at Ogilvy UK, said the execs her team worked with would have an associated "idiolect" that PR reps could reference back to, which includes "their unique tone of voice, the phrases, the linguistic nuances that that person will use when they're speaking."

Laura Franklin-Hollier, the UK digital director at the integrated PR firm MikeWorldWide, said her team put together a "keyword bingo" with words that execs use in their everyday life.

In many cases, the exec will sign off on the content before it's published, or could be charged with pressing "post" from their account.

"Getting people on board with signing off on content quite quickly, which traditionally would not be easy for a larger corporation, is becoming more and more important," Franklin-Hollier said. "Quite often, we end up having WhatsApp groups instead of email chains to make sure that content is in real time."

Helping companies and their senior leadership establish credibility and authority is PR firms' main goal of ghostwriting. Having a data-first measurement strategy, which identifies the posts' target audience — shareholders, clients, consumers, or employees, for example — and the objectives, such as follower growth, targeted engagement, and earned-media opportunities, has become important.

Kim Metcalfe, Zeno Group's US head of corporate affairs, said that ideally, companies would coordinate multiple executives' posts — like a CEO, chief marketing officer, and chief financial officer — to reinforce the messaging.

"You want a chorus of voices," she said.

One thing that threatens to eventually upend ghostwriting for PR firms is generative AI.

William Dobinson, a senior account manager at the London creative-communications agency Farrer Kane, stressed that his firm was not considering using generative AI chatbots like ChatGPT. The content they produce is generic, and the issues with factual inaccuracies have been a deterrent. But that's only for the time being, he said.

"I'm sure in the future we will, and I'm sure there are businesses that probably are using AI already or finding uses for it, but I think that there are risks in implementing it, and people need to be cautious of those risks," he said.

Other firms are taking a more proactive approach. Greg Swan, a senior partner and the Midwest digital lead at Finn Partners, said his firm had been scaling AI for a number of uses, from developing content to identifying actionable insights, deploying campaigns, and managing crises.

Lewis Goldberg, a managing partner at KCSA Strategic Communications, estimated that AI tools like ChatGPT and Claude could replicate the voice of an executive by 50% to 60%. Goldberg's firm is experimenting with AI tools to create internal content.

"It's not yet able to truly emulate the voice of an executive, but in six months, AI will be as good, if not better, than we are," he said.

Ankur Daga, CEO of Angara, Wins Gold Stevie(R) Award for Best Entrepreneur - Retail in 2024 American Business Awards(R)

Angara Bags One More Gold and Two Silver Stevie Awards

LOS ANGELES, CA / ACCESSWIRE / April 25, 2024 / Ankur Daga, CEO of Angara, a leading online DTC fine jewelry retail brand, has been named the winner of a Gold Stevie® Award in the Best Entrepreneur - Retail category in the 22nd Annual American Business Awards®.

The American Business Awards are the USA's premier business awards program, recognizing outstanding achievements across various industries. Over 3,700 nominations from organizations of all sizes and industries were submitted this year, with winners selected through a rigorous judging process by 300+ professionals worldwide.

Ankur Daga's entrepreneurial vision and leadership have played a pivotal role in driving Angara's success, making him a deserving recipient of this prestigious award. The judges were particularly impressed by Daga's unwavering commitment to personalized experiences and innovation in the fine jewelry industry. It showcased to them a rare blend of passion, vision, and strategic acumen. Daga's leadership, with its focus on customization and market penetration, also stood out, placing him at the forefront of a colored gemstone revolution in this exciting segment.

Under Ankur's visionary leadership, Angara has achieved remarkable growth and recognition, including global expansion to over 64 countries, and numerous prestigious awards. His strategic initiatives, such as the introduction of the "Create with Angara" feature and the "Celebrate with Color" campaign, have redefined the customer experience and positioned Angara as a leader in colored gemstones.

"I am deeply honored to receive the Gold Stevie® Award for Best Entrepreneur - Retail," said Daga. "It is a testament to the dedication and hard work of our entire team, whose commitment to innovation and excellence has been instrumental in our success. I am proud of what we've achieved together and I'm excited for the future as we continue to lead the colored gemstone revolution."

Along with Daga's Gold Stevie win, Angara secured three more Stevies: a Gold in the Marketing Campaign of the Year - Retail category, and Silver for Fastest Growing Company of the Year - Up to 2,500 Employees as well as Achievement in Customer Satisfaction. These awards solidify Angara's strength in leadership, marketing, growth, and customer service.

"While growth in much of the world economy has recovered slowly from the COVID-19 pandemic, the American economy continues to show remarkable resilience and growth," said Stevie Awards president Maggie Miller. "Our 2024 Stevie winners have contributed to that successful recovery through their innovation, persistence, and hard work."

For more information about Angara and exciting announcements, please visit Angara.com, and follow @AngaraJewelry on Instagram, Facebook, Twitter, and Pinterest.

About Angara:Angara is an online DTC fine jewelry retail brand, offering handcrafted jewelry dressed in natural colored gemstones, high-quality diamonds, and pearls, with every piece made to order. Founded in 2005 by husband-wife duo, Ankur and Aditi Daga, Angara has grown to become the leading source for fine gemstone jewelry.

Press Contact:press@angara.com

Contact InformationAngara Inc.press@angara.com(844) 527-4367

SOURCE: Angara Inc.

View the original press release on newswire.com.