Discover insights from Otter PR’s David Watkins on thought leadership, media strategy, and building authentic influence in today’s professional services landscape.
Welcome to Business Insight Journal, David. We’re delighted to have you!
Can you please tell us a bit about your professional journey and what led you to become a publicist and account manager at Otter PR?
“Thank you for having me! My journey into PR was quite a natural evolution after two decades in radio broadcasting. The media landscape was shifting dramatically, with the rise of digital platforms and streaming changing how audiences consumed content. I realized my skills in communication, storytelling, and connecting with an audience were highly transferable. I started doing PR for a smaller company in 2016, where I gained hands-on experience, and that path eventually led me to Otter PR. What drew me here was Otter’s innovative approach, their commitment to client success, and the dynamic team environment.”
From your experience, what are the core elements that define someone as a true thought leader in today’s media landscape?
“A true thought leader, in my view, is first and foremost an undeniable expert in their field. They possess a depth of knowledge that goes beyond surface-level understanding. Secondly, they exude confidence when discussing their insights, whether it’s about their own company’s innovations or broader industry trends. This confidence isn’t arrogance, but a clear conviction in their ideas. They also have a clear vision for the future of their industry, not just reacting to current events but proactively shaping the conversation. They’re always looking forward, anticipating changes and offering solutions for what’s next.”
You emphasize the importance of mastering your field—how can professionals stay sharp and ahead of the curve in a fast-changing industry?
“Staying sharp is non-negotiable. It’s about continuous learning and active engagement. I always advise professionals to actively network with other leaders and innovators in their space. These connections provide invaluable insights and diverse perspectives. Beyond that, taking specialized classes, attending seminars, and participating in speaking events are crucial for deep dives into emerging topics. And, of course, relentlessly keeping up with breaking news and trends related to their industry isn’t just a suggestion; it’s a daily requirement. It’s about being immersed in the ecosystem of your expertise.”
What does it mean to “be ready to talk about anything,” and how can leaders build the confidence to speak with authority across various topics?
“To ‘be ready to talk about anything’ doesn’t mean you’re an expert on every single subject, but rather that you’re fluent in trending news and what’s happening in the world. It’s about having a broad understanding of current events and their potential impact. For leaders to build this confidence, it comes down to preparation and practice. You need to consistently practice what you’re going to say, refining your message and ensuring you can articulate your points clearly and concisely. This preparation allows you to engage thoughtfully, even on topics where you might not be the ultimate authority, by connecting them to broader themes or your core expertise.”
How important is building and nurturing a community when establishing a personal brand or voice in the industry?
“It’s absolutely paramount – it’s very important. In today’s interconnected world, you can’t build a lasting personal brand in isolation. You need to actively connect with your audience, fostering a sense of community around your ideas. This connection is the foundation of trust. People are far more likely to listen to, engage with, and ultimately trust someone they feel a genuine connection with. That trust, once earned, is the bedrock of lasting influence.”
Can you walk us through your approach to helping clients regularly contribute to media and thought leadership opportunities?
“My approach starts with building a great connection and strong trust with our clients. They need to feel comfortable sharing their deepest insights and goals with me. From there, I always begin by asking them what they are passionate about promoting, what new ideas they have, or what challenges they see in their industry. I’ll then provide honest feedback on whether I think that’s a good topic for the current media landscape, or how we can refine it to make it more compelling. From that initial spark, we can hone it down, finding the most impactful angles and crafting narratives that truly resonate with editors and their target audiences.”
You’ve maintained a 100% success rate in securing top-tier media placements. What’s your secret to crafting stories that resonate with editors and audiences?
“The secret truly lies in the human connection. It’s not just about pitching a product or a service; it’s about telling a story that speaks directly to the reader. You want them to feel that the article is addressing their concerns, offering a solution to their problems, or inspiring them in some way. It’s about creating content that evokes emotion and makes them think, rather than just being a collection of words on a page. When a story resonates on a human level, it cuts through the noise and captures attention.”
What personal strategy or mindset has helped you consistently succeed in media relations and client campaigns?
“My personal strategy revolves around resilience and a positive outlook. In PR, you can’t get discouraged by rejection; it’s part of the process. You can’t take things personally. It’s about maintaining a positive attitude, even when faced with challenges, and constantly striving to make everyone happy – from the client to the editor. This mindset helps me stay persistent, adapt to feedback, and ultimately achieve successful outcomes for my clients.“
What’s one piece of advice you’d give to professionals who want to position themselves as go-to voices in their industry?
“My advice is simple: Get a PR firm like Otter PR! Building a strong, credible voice in today’s crowded media landscape is incredibly challenging. A dedicated PR firm brings the expertise, the media relationships, and the strategic guidance needed to effectively craft your narrative, identify the right platforms, and ensure your message reaches the audiences that matter most. It’s an investment in truly amplifying your influence.”
Any final thoughts on how authenticity plays a role in building lasting influence as a thought leader?
“Authenticity is absolutely foundational. In an age where information is abundant and trust is scarce , people will buy from someone they trust. And trust isn’t given; it’s something you need to earn over time. Being authentic in your communication, your values, and your insights builds that trust, creating a lasting influence that goes far beyond any single article or speaking engagement.”
David Watkins
Publicist and Account Manager at Otter PR
David Watkins graduated from the University of Cincinnati with a BA in journalism, a minor in communication, and a certificate in public relations. In college, he worked on the editorial team for a local publication before moving to Los Angeles, CA, after graduation, where he worked as an account manager and content strategist. David’s light personality makes him a perfect fit for the Otter PR team, bringing warmth and sincerity to not only the team but to his clients, as well. His authentic connection with his clients brings a strong motivation to land them in their goal publications such as Out Voices and Healthcare Weekly, among many others.
