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Image by LinkedIn Sales Solutions

Substack & LinkedIn Thought Leadership Partnerships

Build Authority. Grow Audience. Expand Industry Visibility.

Substack and LinkedIn are no longer just content platforms — they are engines for modern authority-building. We help entrepreneurs, executives, founders, and experts strategically leverage these platforms to grow their personal brands, attract meaningful audiences, and position themselves as trusted voices in their industries.

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Our comprehensive thought leadership approach integrates owned platforms with earned media — combining Substack, LinkedIn, and media bylines to build visibility, authority, and credibility across multiple channels.

LinkedIn Thought Leadership & Authority Development

LinkedIn remains one of the most powerful visibility and business development tools for founders, executives, associations, and organizations. But few leaders are fully leveraging its authority-building potential.

At Mackasey Howard, we help you:

  • Optimize your LinkedIn profile to position you for media, speaking, investment, and business growth.

  • Develop high-quality, thought leadership posts aligned to your key messaging and authority positioning.

  • Ghostwrite long-form LinkedIn articles that showcase your expertise.

  • Bylined article development and placement in media outlets to further expand visibility and third-party credibility.

  • Build your audience and grow a targeted following that includes media, partners, clients, and stakeholders.

  • Integrate LinkedIn content with your broader media outreach, podcasts, and earned media efforts.

  • Position you as a trusted voice in your industry — one that journalists, event organizers, and partners consistently notice.

Image by LinkedIn Sales Solutions
Image by LinkedIn Sales Solutions

Substack & Owned Newsletter Strategy

Owned newsletters are quickly becoming one of the most valuable authority-building assets for leaders looking to maintain consistent visibility. Substack allows you to control your message, build an engaged audience, and support your PR, podcast, and speaking efforts in a highly strategic way.

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At Mackasey Howard, we help you:

  • Launch, structure, and develop your Substack newsletter.

  • Build your subscriber base with targeted list growth tactics.

  • Develop an ongoing content calendar aligned to your authority positioning and PR efforts.

  • Collaborate with relevant Substack creators, podcasts, and niche platforms to cross-promote visibility.

  • Integrate your newsletter into your larger visibility-building plan — ensuring it actively supports your earned media, interviews, speaking engagements, and business development.

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  • What does "authority-building PR" actually mean?
    We combine earned media, thought leadership content, podcast placements, Substack newsletters, LinkedIn visibility, and awards to elevate your credibility, strengthen your reputation, and help position you as a trusted expert in your field.
  • How is your approach different from traditional PR firms?
    Unlike agencies that only focus on press releases or short-term news, we build long-term visibility through strategic positioning, narrative development, and multi-platform media outreach — all designed to compound authority and audience trust over time.
  • How do you measure success?
    We track a combination of earned media placements, podcast appearances, audience growth across LinkedIn and Substack, share of voice, engagement metrics, award wins, and qualitative authority positioning.
  • How long does it take to start seeing results?
    While earned media can sometimes deliver early wins, authority-building PR compounds over time. Most clients start seeing meaningful momentum within 3 to 6 months as we build sustained visibility across multiple platforms.
  • Do you work with clients in my industry?
    We work with founders, entrepreneurs, growth-stage companies, associations, and executive leaders across a variety of industries — with a focus on businesses that value thought leadership, media presence, and expert-driven visibility.
  • What platforms do you focus on?
    We build visibility across national media, trade publications, podcasts, Substack, LinkedIn, digital publications, and highly curated speaking or award opportunities — depending on your specific goals.
  • How much does your PR program cost?
    Every engagement is customized based on your visibility goals. We offer monthly retainer programs designed to build and sustain momentum across earned media, thought leadership, podcasting, and digital platforms.
  • Can you help with crisis management?
    Yes. While our core work focuses on proactive media positioning, we also provide crisis communications support when sensitive issues or reputational challenges arise.
  • What is reputation and executive positioning, and why does it matter?
    Reputation and executive positioning is about building long-term credibility, trust, and authority for both individuals and brands. Rather than simply reacting to problems, we help you proactively shape your public profile, elevate your expertise, and strengthen visibility across the platforms, audiences, and media that matter most to your growth.
  • How is this different from traditional reputation management?
    While many reputation firms focus primarily on damage control or online reviews, we take a forward-facing approach that builds durable authority before challenges arise. Our work blends earned media placements, podcast interviews, speaking engagements, and expert positioning to help you stand out as a trusted voice in your field.
  • Who is this service designed for?
    We work with founders, CEOs, executives, associations, professional services, and growth-stage companies who want to build sustainable visibility, strengthen public trust, and strategically position themselves as thought leaders within their industries.
  • Do you monitor for reputational risks as well?
    Yes. In addition to authority-building campaigns, we also provide real-time monitoring across digital platforms, search engines, podcasts, and media coverage to help you stay ahead of any issues that could affect your brand or leadership reputation.
  • Can this help with media interviews, speaking, or public appearances?
    Absolutely. We offer media coaching, interview preparation, and leadership visibility services to ensure you feel confident, well-positioned, and fully prepared to represent yourself and your brand on any stage — from top-tier interviews to keynote speaking opportunities.
  • How do you measure success with executive positioning?
    Success is measured by increased visibility across earned media, stronger media relationships, podcast guest appearances, expert interviews, speaking invitations, audience engagement, and your evolving profile as a go-to authority in your field.
  • How do we get started?
    We begin with a discovery consultation to map your goals, visibility gaps, and positioning opportunities. From there, we design a tailored strategy that supports your business priorities while building the reputation equity that drives long-term growth.
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