Getting your voice heard - Why commentary matters

By Fatima Mohamed, PR Senior Account Executive

In PR, visibility is only part of the story. The real impact comes when brands and their spokespeople are seen as trusted voices in their sector, appearing alongside competitors and in front of the clients they want to reach. That’s where industry commentary makes a difference.

By helping clients comment on trends, reports, and events, we ensure their expertise is recognised, their insights are heard, and that their voice becomes part of the wider conversation.

Showing expertise

Commentary isn’t about shouting louder than everyone else. It’s about adding perspective and being part of the discussion. When brands offer timely, informed insights into trends, reports, or events, they demonstrate authority. Journalists, peers, and clients then start recognising them as reliable voices.

It’s also a chance to shape the conversation, not just follow it. You’re contributing, not reacting, and that’s how thought leadership really works.

Building credibility

Being quoted alongside peers in respected media does more than get your name out there. It builds trust. Balanced commentary shows that your brand understands the sector and is part of the wider discussion. And for your potential clients, repeated visibility sends a clear signal: this brand knows what it’s doing.

Staying visible

If competitors are commenting and you’re not, that absence is obvious. Regular, thoughtful commentary keeps your brand in the mix. Sometimes you’re alongside others, sometimes you stand out on your own. Either way, it protects your position and ensures your expertise is noticed.

Turning visibility into results

Industry commentary reaches decision-makers and journalists alike. When people see a brand and its spokespeople offering practical, forward-looking insight, trust builds naturally. By the time a buying decision comes around, your brand is already recognised as credible, before you even pitch.

Making it count

Great commentary goes beyond summarising a report. It adds context, challenges assumptions, and shows understanding. It’s timely, relevant, and opinion-led. Each comment reinforces that your brand isn’t just in the sector, it’s shaping it.

The client who started invisible? Regular, thoughtful commentary put them back in the conversation. Today, journalists call first, clients notice, and the brand’s voice is where it belongs, front and centre.