Dan Farkas of Pass PR and Ohio University: 5 Things You Should Do To Become a Thought Leader In Your Industry
An Interview With Dina Aletras
Think human. I get it; there are algorithms and AI. This is about people finding like-minded people and building relationships that benefit all parties. There’s nothing new to this. We’re just doing it differently.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Dan Farkas.
Dan is uniquely positioned to bridge the world between academia and business. Dan is a Visiting Professor at Ohio University’s E.W. Scripps School of Journalism. He’s also a business owner and strategist. Dan’s latest venture is Pass PR, which minds the gap between employer needs and employee capacity.
Thank you for taking the time to speak with us! Our readers are eager to learn more about you. Could you provide some background information about yourself?
I wear many hats.
I’m a Visiting Professor of Strategic Communication at Ohio University, where I teach courses on research, strategy, content creation, measurement, and analytics. When I’m not chasing late homework assignments or my two kids, I practice the craft. Pass PR grows communication talent and capacity, minding the gap between employer needs and employee capacity. I’ve helped clients get coverage with the New York Times, Wall Street Journal, ESPN, Washington Post, and NPR.
I wrote a book. Strategic Content Marketing: Creating Effective Content in Practice is out now. My podcast, The Strategic Communicator Podcast, is part of the Marketing Podcast Network.
In my former life, I earned more than 20 awards for my work in television news, with my work appearing on CNN, MSNBC, and SI.com. I did everything but the weather.
I also taught yoga and was part of an improv comedy group….yeah I think that’s everything. I told you it’s a lot of hats.
What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
I’ve had the fortune of speaking across the country on strategic communication and how we can better share our stories. That’s thought leadership in a nutshell.
During an awards ceremony, someone even called me “a recognized thought leader in PR….he also is a sought-after speaker on both national and local levels who is an exceptional storyteller drawing on his collective experience as a former journalist and current practitioner and instructor.” That was nice.
I’ve also been blessed to work with thousands of students as they start their thought leadership journey. Seeing that foundation build and the confidence that comes with it is one of the best parts of teaching college students.
How did all of this happen? I keep my feet in the academic and professional pools. Serving as that bridge between those two very different worlds allows me to serve the needs of both and create a better understanding.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
The mic is always live.
The mic is always live.
The mic is always live.
You probably shouldn’t poke fun at your Chief Meteorologist as he is going two minutes over his allotted time during the show. When the mic is live, he can hear you. When he’s a legendary broadcast figure, and you’re a 25-year-old new anchor…oops.
The mic is always live. When anyone walks in for an interview, meeting, or presentation, the encounter starts the moment you enter the space. If you’re a jerk to the receptionist, people will know. If you’re kind and responsive, people will know.
Seriously, the mic is always live.
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
Everyone wants to jump to AI. I think there’s a deeper dive into humanity that AI will bring to the forefront.
A mentor of mine always said “Storytelling drives technology.” She’s right. AI can produce some horrible results. Brands that try to plug and play will create horribly unintended consequences for their brands. AI also will make it easier for trolls to troll. Someone must drive the communication bus. Autopilot won’t work. You will crash into something, or someone will smash into you. Then there will be lawyers. That journey (and executives fearing that journey) will alter the industry for everyone.
There’s another side to that coin. I save 3–5 hours a week using AI to repurpose my stories. This enables me to use that time to interact with other humans. I have more coffee chats, online meetings, and pool time with the kids. It’s helped me personally and professionally.
Will strategic communicators have to reorganize their calendars? Yes.
Will agencies have to rethink billing? Yes.
Will standards and practice updates need updating to minimize litigation risks? Yes.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
We seek thought leaders every day. Think about it. When you need to get something fixed, you seek referrals and reviews. When you make a major purchase, you seek referrals and reviews.
Thought leaders turn their perspectives into digital referrals and reviews. My online content has enabled me to earn new business while I sleep. People will message me about speaking opportunities and projects because they have read my online material, seen me speak, or watched others positively comment.
The concept has existed for centuries; now we can just see it on our phones.
Thought leadership also builds social equity to mitigate future problems. Thought leaders have an online footprint of good deeds to counteract a potential crisis or negative comment.
Thought leaders can leverage their expertise to be better professionals and citizens. It’s a good gig.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
I had a terrible work experience that ended with no job and a five-month-old at home.
You sink or you swim.
Innovative thinking helped me realize I didn’t need to look for just one gig. I thought about how to optimize my time and design a day that made me a better person and professional.
This is where thought leadership also came into play. I was early on the social media bandwagon; it led to a conversation with my advisor at Ohio University. He just so happened to have a teaching spot for 10 weeks. That turned into a 6-year gig and a massive life transition.
I also used my online thought leadership to connect with two clients, one of whom I still work with today.
Now that we have covered that, we’d love to hear your advice on becoming a thought leader. Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
1. Think content, what to say. You need to have your core brand story in place and realize most people will need multiple pass-throughs before they retain your message. The challenge is to be repetitive but not annoying.
2. Think process. You need to build a system to share your message and acknowledge feedback. It also helps to find other people who can amplify your message. This is where marketing automation and AI can help with heavy lifting.
3. Think people. You need to mix steps 1 and 2. Who are we trying to reach? What do they want? What do they need? My book delves into buyer personas. I don’t think you need to go that deep, but you do need a sense of who your core audience is and what content styles interest them.
4. Think about end results. You need to know why you are doing what you are doing. If you don’t know the answer, stop. I want my thought leadership to create speaking opportunities, coaching cohorts, and new ways to help others. My thought leadership content steers to those aims and how can create relationships, not just a singular like or thumbs-up emoji.
5. Think human. I get it; there are algorithms and AI. This is about people finding like-minded people and building relationships that benefit all parties. There’s nothing new to this. We’re just doing it differently.
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
“There’s no such thing as a bad idea.”
I say this all the time.
I used to be in an improv comedy group. A key theme of improv is “yes and…” You’re always building up, even if the idea presented to you isn’t the best.
There are bad, dumb, and short-sided ideas. When they spark a conversation that leads to a positive result, the bad idea is part of a good journey. I try to create environments where people can grow, fall, and get back up. No judgement. Lots of trying.
I also firmly believe the best brainstorming sessions have little to no tech. Have one person capture notes on a computer on a screen that all can see. This way we aren’t tempted by digital distractions.
Finally, I like trying to engage all five senses when we meet. It’s a subtle way to keep people engaged physically and mentally.
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
Full disclosure: these people are all friends. They’re also wicked smart.
Tom Martin, Mark Mohammadpour, and Arik Hanson all discuss strategic communication in different lenses but with similar themes.
- Their correspondence allows people to learn, think, and act.
- It doesn’t “sell.”
- It does create ways to spark further conversation that may lead to a mutually beneficial transaction.
I also love how they don’t only talk about work and their careers. Tom loves the New Orleans Saints and Texas football. Mark is an avid Portland Timbers fan. Arik loves Kansas and Minnesota Timberwolves basketball. They love their partners, kids, and dogs. This showcases digital humanity.
Thought leadership is about giving. All three give on many diverse fronts.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
I listen to podcasts on the Marketing Podcast Network. I read LinkedIn. I follow the Marketing AI Institute. My advice is to budget at least 30 minutes daily to find people smarter than you and exercise your brain. It works best for me in the morning.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
Most clients I engage and proposals I see mention the term. I’m not sure they can define it. I’m not sure they can measure it. When you can’t define and quantify something, it will lose value.
I take pride in defining and quantifying the process so clients can see tangible results. I showcase examples of how it works. Show and tell has worked for thousands of years. Thought leadership has too.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
Strategy is what. Tactics are how. Tactics evolve. Strategies don’t have to change. My aim is to empower people to make the world a better place through communication. My tactics have expanded from web video to podcasting to AI incorporation to executive presence to personal branding to thought leadership training to writing a book. They will continue to expand. I won’t use any tactic unless it connects back to the strategy.
Can you share your favorite “Life Lesson Quote”? How has it been relevant in your life?
“The walls have ears, and the ears have ballots.”
My high school speech and debate coach, Ralph Bender, said this as I was complaining about how someone judged one of my presentations. Someone of influence is always listening to what you say and is always seeing how you act. I have grown that to assume that my mom, Pope, and kids see everything I do. Would they be OK with it? It’s a great moral compass that has blessed me with more patience, grace, and perspective in work and life.
Many influential figures in business and entertainment follow this column. Is there someone you’d love to have lunch or breakfast with? They might notice if we tag them.
Michael Lombardi has worked with three of the greatest football minds ever: Al Davis, Bill Walsh, and Bill Belichik. Michael’s daily leadership lessons are a must-read for me. He also loves Springsteen.
How can our readers further follow your work online?
Here’s are the best avenues. I’m happy to hop on a Zoom with any readers who want to learn more and appreciate the opportunity to talk abou an issue near and dear to my heart.
https://www.linkedin.com/in/danfarkasinteractive/
Schedule a meeting with me through https://calendly.com/danfarkas
Thank you so much for your insights. This was very insightful and meaningful.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
