LAST UPDATED: JULY 2026
This is a deeper dive on the same topic. There's no workbook question here, since you already answered it in the 101 lesson. Read for the extra detail, then continue to the next topic below.
Advanced MSP PR and Thought Leadership
Advanced PR is about moving beyond "getting a quote" to "controlling the narrative." It's about strategically choosing your placements to influence specific high-value audiences and then multiplying the value of that visibility across all your other marketing channels.
Going Deeper
Strategic Placement and the "Expert Witness" Strategy
Don't just take any media mention. Aim for "strategic placements" in publications that your highest-value prospects actually read and trust. If you're targeting law firms, getting featured in the state bar association's magazine is worth ten mentions in a general tech blog. The "Expert Witness" strategy involves writing long-form, deeply technical but business-relevant articles (Op-Eds) that solve a major problem for a specific niche.
The PR Multiplier: Turning a Mention into an Asset
A PR mention has a short shelf life, unless you act as its multiplier. Advanced PR involves taking every interview, article, or award and "weaving" it into the rest of your marketing. This means: sharing it across social media (with a "thank you" to the journalist), featuring it on your website's "As Seen In" section, including a link to it in your email signature, and even using it as a "reason for outreach" in your outbound calls.
Example: "Rocky Mountain Managed Services" in Boise was named to the "MSP 501" list of top global providers. They didn't just post it once; they added the logo to their website footer, mentioned it in their sales deck as a trust signal, and sent a physical postcard to their top 50 prospects titled "Boise's Globally Recognized IT Partner."
TOOLS CAN HELP WITH THIS
Free media outreach tools exist to help with this. Book a free call with us to see what we recommend for your MSP.
FOR MSP OWNERS SPECIFICALLY
Chase industry awards like the MSP 501 or a regional "Best Places to Work." They double as PR hooks: you get to celebrate your team's hard work and signal serious technical competence in the same press release.
Advanced PR Tactics
- Develop a "Speakers Bureau" Profile. Local business groups, rotary clubs, and industry associations are always looking for speakers. Create a list of 3-5 presentation topics that are high-value and non-promotional. Public speaking is the ultimate form of thought leadership.
- Host your own "Authority" Events. Move from guest to host. Organize a small, high-level "Cybersecurity Roundtable" for local CEOs. This positions you not just as an expert, but as the *convener* of experts in your region.
- Use "Newsjacking" for National Reach. When a national technical story breaks, provide a unique local perspective. National journalists often look for local business owners to ground their stories in "real world" impacts.
By mastering these advanced authority-building techniques, you create a "moat" around your MSP. Competitors can copy your services or your pricing, but they cannot copy the established trust and public authority you have built with your community.