We all know the CEOs who stand out. Good or bad, their public deeds and comments create indelible impressions about them and their company that can last for years.
Those impressions remind us that an executive’s reputation and a company’s brand are inextricably linked. Their visibility in the public must be delicately managed. Strategic visibility programs can help build an executive’s reputation inside and outside their company walls, orchestrating their actions and commentary to align with their company’s values.
Whether participating in online discussions, speaking to the press, writing insightful articles or proactively pursuing speaking engagements, every activity contributes to the tapestry of the company’s brand presence.
Company executives play a crucial role as conduits to stakeholders, including shareholders, employees and the press to foster transparency, build trust and shape perceptions. In particular, the executive communications platform can be a powerful tool for amplifying corporate messaging and generating buzz around critical initiatives. This role is not just important; it’s indispensable in the modern business ecosystem.
Korn Ferry’s 2024 “Unlocking CEO Success” report found that companies with highly visible CEOs tend to have higher market performance. CEOs who are visible in media, conferences and social platforms can attract investors and stakeholders while retaining employees.
The report highlights that successful, longer-serving CEOs do not take the “look-at-me-solo-hero-status stance” but instead lead with a purpose-driven strategy focusing on overarching business goals.
Failure to proactively establish a strategic visibility program can result in the public forming their own perceptions of your executive’s words and actions, both online and offline. A single off-scripted or unplanned statement can tarnish your brand for an extended period.
Today’s executives must be good communicators willing to take directions from their communications teams as part of an executive visibility program.
But what exactly does executive visibility entail, and why does it matter? An effective approach involves more than just making occasional public appearances or issuing carefully crafted statements. It’s about actively participating in conversations, sharing perspectives, commenting on industry trends and demonstrating leadership on issues that resonate with stakeholders.
A successful executive visibility program should be integrated and multifaceted, leveraging media coverage, speaking engagements, social media and awards that showcase your leader as an expert and an extension of your brand.
Let’s review the critical elements necessary to put your CEO or other executives in the best light.
Media Coverage: Earning Third-Party Validation
Media coverage is the cornerstone of a successful executive visibility program. By securing executive interviews, profiles and contributed articles in industry publications and business media, your executives become visible, build credibility and establish themselves as thought leaders.
Media coverage can come in the form of an executive or corporate profile that uncovers the person beyond the title and the company’s origins. Everyone loves a story about a company that starts in the garage or is born from grief or personal tragedies.
Executive media visibility programs also come in the form of a small quote in a larger story. Executives are more likely to be quoted when they share insightful contrarian viewpoints or new perspectives on established ideas.
Byline articles can showcase an executive’s expertise, leadership and knowledge. These pieces give your executives a platform to share unique insights, demonstrate industry expertise and position themselves as trusted authorities.
Speaking Engagements That Put Executives in the Spotlight
Speaking engagements at major conferences, trade shows and events can showcase your executives and provide a platform to connect with audiences through their insights and expertise.
Seek out keynote or featured presenter opportunities at events that attract your target customers, partners and influencers. Pitch your executive as a keynote speaker or panelist with a thoughtful and creative speaking abstract. Leverage a speech writer to nail the presentation. Then, record the event and promote the content over social media for maximum impact.
Connect and Engage Over Social Media
A solid social media presence is essential for any executive visibility program. By building a presence on platforms like LinkedIn and X, your executives can share thought leadership content, connect and engage with key audiences and promote their personal brands—and, by extension, the company’s brand.
Start by developing a compelling profile for your targeted social media sites, use keywords strategically and highlight key accomplishments, publications and speaking engagements.
And then, use the platforms to share thought leadership content and engage with your community of customers, partners and media. Create honest dialogue by commenting on posts, asking questions and sharing feedback. Train executives to promptly respond to comments and messages to show they value their followers’ input.
Celebrate Awards and Recognition
Industry awards and recognition programs validate your executives’ expertise and accomplishments while generating visibility and credibility for your brand.
To maximize the use of awards and recognition in your executive visibility program, identify relevant and prestigious awards for your industry and target audience. Look for opportunities that recognize achievements and attributes such as innovation, leadership or community impact.
Develop standout nominations that showcase your executives’ unique achievements and tell a powerful story.
Promote awards through multiple channels over an extended period. Showcase the award on your website, professional bios and social media profiles. And incorporate the award into speaking and media bios.
At Red Fan, we specialize in helping B2B tech companies develop and execute comprehensive executive visibility strategies tailored to their unique needs and goals. From identifying speaking opportunities and crafting compelling award nominations to securing media coverage and building social media thought leadership, we can help you raise the bar for your executives.
