One of our first priorities when we onboard a new client? Meet with the senior leadership team and/or the CEO.
We want to understand the C-Suite’s ambitions for the business. But it’s more than that. It’s about making sure the leadership isn’t just a passive observer of the brand narrative. We want them to be an active, central voice in shaping and sharing it.
Communications strategies are only as strong as the commitment from the top. And yet, carving out time with CEOs is still harder than it should be. Even now, some remain unconvinced about the ROI of media engagement, or they see it as someone else’s job.
At the same time, we’ve all heard that question ‘Why is our competitor in that piece and not us?’ There are a number of good reasons why your brand may not feature and some of these will be completely out of the PR team’s hands. However, if your CEO, or equivalent, doesn’t make time to speak to journalists, analysts, or influencers, another senior leader will and they’ll shape the story without your brand.
The Power of Presence
Essentially, it’s about visibility in a crowded environment and a CEO’s voice carries weight. The voice of a senior leader conveys conviction, direction, and ambition and 15 minutes of their time to communicate that narrative can get you column inches in a way that a press release alone won’t.
When the CEO steps forward, it signals that the business is serious, stable, and strategic. It also humanises the organisation and creates a direct connection with key audiences, from investors to customers to potential hires.
A recent example at PRSENSE is a client in cybersecurity. Before we came on board, the CEO was largely absent from external comms. The company was growing fast, had impressive clients, and a compelling story.
Within weeks of engagement, we prepped the CEO for a one-to-one with a tier-one tech journalist. That single meeting led to an in-depth profile. It not only showcased the product roadmap but also highlighted the founder’s vision and leadership style.
The journalist has since come back for more and we’ve been able to fast-track that relationship because the CEO recognised the value of talking with the journalist and investing his time.
The best media conversations often also lead to more than just coverage. When a journalist really understands your value, they talk about it in rooms you’re not even in.
Narrative Anchors
In today’s attention economy, people don’t just buy what you sell, they buy into why you exist. The CEO is uniquely positioned to tell that story with credibility.
This isn’t about making every CEO a media personality. But it is about making sure that their voice is in the right rooms, with the right message, at the right time. After all, you can only control the narrative if you actually show up and share your own.
What’s in it for the CEO
When we ask for CEO time, this is a small but strategic investment. Here’s what that time unlocks:
– Media trust: Journalists want access, not just statements. When a CEO is willing to talk, they become the go-to voice for insight and reaction.
– Competitive positioning: The right interview can differentiate your company from a sea of sameness in the market.
– Internal alignment: When employees see the CEO publicly reinforcing the mission, it strengthens culture and confidence.
– Investor confidence: Public presence reassures shareholders and signals leadership stability.
– Opportunity creation: From awards to speaking slots to business development, visibility breeds visibility.
Leadership today is visible leadership. Whether you’re scaling fast or navigating change, the CEO’s voice adds authority, authenticity, and ambition to every message. 15 mins of their time can go a long way.
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