There was a time, not that long ago, when the CEO was the big guy with the big office. (And it was always a guy.) His customers didn’t know he was. The staff rarely saw him. And he only appeared at board meetings.
Today’s CEOs are very different. They understand that their personality, their vision and communications strategy is key to creating a successful business; a business with a strong and loyal following that ultimately gains a commercial advantage over its competitors.
Consumers want Chief Executives to be more visible and engaged. This is particularly true with Millennials who want the CEOs of the companies they buy from to have the same values as they do.
And that’s where CEO PR comes in.
Public relations helps build an authentic brand for the company’s leader and increases credibility, strengthens loyalty and raises their profile. Simply put, it’s good for business. The companies that perform best and last longest are those whose bosses act as the face of the business.
“Jill has consistently delivered high-quality, considered and targeted multi-media coverage. The authenticity and value of such editorial coverage has proved to have a far greater ROI and at a fraction of the cost of traditional advertising campaigns. A hard-working, straight-talking, true PR Superstar!” – Alex Crass, Marketing Director, Opus Talent Solutions
What you can expect from a CEO PR campaign
Today’s consumers are looking for authenticity. So PR is not about trying to change who you are or what you stand for. It’s about uncovering what kind of Chief Executive you are – a technical innovator, an industry disruptor, a creative visionary – and the kind of projects and ideas you’re passionate about.
PR is about ensuring your messaging is consistent, open and honest, irrespective of what platform you’re on, from traditional media and press conferences to social media and television interviews.
At PR Superstar, I make it my business to secure major media coverage for the Chief Executives I work with including national and international press, global TV and radio. I do this through my network of journalists who I’ve worked with for years and by knowing what the media are looking for in terms of stories.
Other PR activity includes:
- Thought leadership: By establishing you as a thought leader in your industry, journalists will seek you out for your input or perspective on an industry issue.
- Events: Speaking at exclusive events, round tables or at a keynote address gives you an opportunity to raise your profile and that of your business.
- Social media: Social media engagement makes CEOs more effective leaders. Personal accounts are popular with business leaders as it gives you an opportunity to reach a wider audience and communicate directly with consumers, staff and journalists.
Fundamental to the success of any PR campaign is knowing how to talk to and engage with the media. Media training ensures your tone of voice is established, your key messages are defined, and your delivery skills are up to speed, so you sound natural and comfortable, whatever the circumstances.
Successful CEO PR stories
I was hired by Opus Talent Solutions to boost Amy Golding’s personal profile as a business leader and the youngest female CEO of a £100M turnover company in the UK. Knowing the press are keen to cover stories about women in tech, I angled the PR around Golding being on a one-woman mission to diversify the tech talent pool in the UK. She appeared on BBC News and was profiled in The Times, The Sunday Times, The Guardian, The Daily Mail and The Independent. Read more.
I was appointed by Rodial and Nip + Fab CEO Maria Hatzistefanis to handle her public relations. The multi-pronged PR plan included a ‘personality-led’ feature placement campaign in the business sections of national newspapers; a thought leadership PR programme in specialist business and entrepreneur magazines; and guest expert opportunities on business-specific TV programmes. I achieved coverage in The Times, The Sunday Telegraph, The Mail on Sunday and The London Evening Standard. Read more.
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