Amplification to Influence: Turning LinkedIn into a Strategic Communications Engine
How communications leaders can turn executive content into a scalable engine for thought leadership, visibility and influence.
Recorded
Tuesday, July 21, 2026
LinkedIn is no longer just a channel for amplifying earned media. For many teams, the channel now sits at the intersection of media relations, thought leadership, executive visibility, content strategy, and audience engagement.
In this webinar, we’ll explore how teams can move beyond ad hoc posting to use LinkedIn more intentionally to strengthen thought leadership, and create a more connected executive communications program. We’ll unpack how to turn key business moments into repeatable owned content, connect executive activity to broader communications strategy, and build a continuous visibility engine that strengthens reputation and influence over time.
What you’ll learn:
Why executive LinkedIn now sits at the center of visibility, influence and discovery across media, social and AI/search ecosystems
How to move beyond amplification and position LinkedIn as a core thought leadership and communications channel
Frameworks to turn major announcements, media moments and executive perspectives into scalable content
What makes an executive worth following in 2026, with a focus on valuable, credible, audience-first content
How Hotwire’s partnership with Lilypath can support the strategy, content, and technology side of executive LinkedIn programs
Who this is for: Communications, PR, content, and social media leaders responsible for executive thought leadership or LinkedIn strategy.
Watch the session on-demand
Your presenters
Annie Tracogna
Senior Digital Account Director
Hotwire UK
Annie brings 10 years of hands-on experience in social media, influencer marketing and digital media. She helps brands navigate the ever-changing social landscape and build strategies that deliver real results.
Frank van de Koppel
Director Creative Strategy
Hotwire
Frank leads the agency’s digital team across Continental Europe. With 15 years of experience in social media, digital marketing and creative strategy – specializing in integrated digital strategies that cut through the noise.
Dana Bossen
Senior Director, Social & Digital
Hotwire
Dana helps teams build audience-driven programs that connect brand storytelling with performance outcomes across paid and organic channels. Her experience spans creative strategy, content development and engagement frameworks.