The power of a point of view is timeless. But the fundamental changes affecting the communications environment mean that today, every organization, company or brand needs to develop and share a compelling point of view to get noticed.

Corporate viewpoints can be about trends in consumer behavior, markets, economics, technology, demographics, people or society. They’re not about your company or your product. More often than not, they’re based on change, and how that change will affect a defined, like-minded community that is your audience, or a part of it.

To get attention in the crowded, noisy, constantly-changing environment of the Internet – or, for that matter, the traditional media newsroom – each viewpoint must be insightful, objective, relevant and original.

Read more: Viewpoint strategies and tools