A strong PR program goes far beyond media coverage. That’s why we created the B2B SaaS PR Maturity Model a few years ago. To help companies understand how to evolve from one-off press releases to full-scale thought leadership engines.
But in 2025, “traditional” media relations is only one piece of the puzzle. Your brand’s credibility is being shaped in real time — on LinkedIn.
Whether you’re a founder, CMO, general counsel or head of product, your voice on LinkedIn helps drive awareness, trust and influence across every audience that matters: current employees, future hires, investors, customers, prospects and partners. We’ve even seen reporters reach out for interviews based solely on a single post.
The challenge? Most execs don’t have the time (or interest) to manage a social strategy. That’s where we come in. We’ve developed a simple, step-by-step approach to help you grow a powerful, PR-worthy presence on LinkedIn over time.
Let me introduce you to the LinkedIn Thought Leadership Maturity Model…
Foundation
This stage is about showing up with a credible, professional profile. You look the part and you’re beginning to show alignment with your company’s brand and messaging. You may not be adding new insights just yet, but you’re not invisible either.
- Profile is complete with an up-to-date headshot, banner image, featured section and bio
- Profile includes relevant experience that aligns with current messaging
- Connected with colleagues, partners and clients
- Following key influencers, media outlets and journalists
- Re-sharing posts from your company page
- Posting major company news (funding, product launches, etc.)
- Occasionally engaging with likes and basic comments
Consistency
Once the foundation is in place, it’s time to build some consistency. Your point of view starts to take shape and gain traction. Your content feels authentic, relevant and timely… and your network starts paying attention!
- Posts 1–2x per week with original insights or commentary
- Mixes content types: industry news, company culture, media coverage, leadership philosophy, etc.
- Starts building a recognizable point of view on key industry topics
- Leaves meaningful comments on others’ content and shares posts with a clear POV
- Tags colleagues and journalists appropriately
- Begins tracking post performance (impressions, engagement, etc.)
Maturity
This is the ultimate goal. Becoming a consistent, recognizable voice in your space, with posts that generate inbound interest and shape your company’s reputation in the market. You’re not just posting content, you’re shaping the narrative around your company and your industry. Your LinkedIn presence becomes a true PR asset.
- Posts 3+ times per week and sees high engagement
- Uses a variety of formats: carousels, native video, polls and newsletters
- Creates original video content specifically for LinkedIn (desk-side takes, commentary on breaking trends, etc.)
- Has a clear, confident, and bold voice that reflects their role and expertise
- Regularly initiates or contributes to trending conversations
- Content is organically cited in newsletters or influencer roundups
- Attracts inbound connections: media interviews, speaking invites, business leads
- Encourages employees to engage and amplifies team voices
- Serves as a “LinkedIn anchor” for the company — a key touchpoint for media, prospects and partners
If your executive team knows they should be on LinkedIn but doesn’t have the time or strategy to do it well… you’re not alone. Whether you’re at the Foundation, Consistency or Maturity stage, PANBlast can help you grow your presence without adding hours to your week.
Want to talk about what that could look like for you? Reach out! Preferably, on LinkedIn 🙂