Top Questions to Consider When Building an Executive Visibility Strategy
The last few years have brought political, economic and societal changes that have turned the traditional role of executives on its head. Today’s c-suite leaders are not only responsible for business operations and growth, they are the figurehead for their organization – expected to take a stance on complex issues, represent the company in moments of crisis, and ultimately be the face of change. It’s no longer just about sitting in an executive seat, but using your voice strategically to communicate with all stakeholders – investors, employees, customers and the wider public – while also mitigating the risk of going viral for the wrong reasons.
Every message executives put out into the world needs to be chosen carefully, which can be difficult in a social media-driven landscape where there is a magnifying glass scrutinizing executives’ every word. Consider the case of Mike Jeffries, former CEO of Abercombie & Fitch, whose misstep caused a ripple effect that continues to impact the brand’s success. Back in 2006, he spoke with Salon about the brand’s overall strategy and approach to marketing, saying: “That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.” The interview resurfaced in 2013, quickly going viral and resulting in backlash. Although the brand’s leadership has changed, and they’ve attempted to bolster their reputation, they are still plagued by their history.
However, a case like this shouldn’t deter you from getting your top executives out there. In fact, it should empower you with the knowledge that executives who are visible always make an impact, and — if done right — that impact can push your organization forward. For brands looking to propel their executives, consider the following questions.
Do you have an executive playbook in place?
If the answer is no, start here. Executive playbooks identify your organization’s corporate identity (your mission, vision, values, etc.), and build your executive’s platform, which should be intertwined with your corporate identity in a cohesive way. Be sure to include the executive’s point of view (POV) on topics they are passionate about, and/or those that matter to the business, as well as corresponding messaging that can be leveraged during interviews, speaking sessions, and more. To ensure the playbook is a living, breathing document, make time to meet with your executives regularly. Find out and update their POV on current stories, and understand what’s important to them.
Are your execs being authentic and vulnerable?
Audiences want to hear from the people behind the brands they engage with – and they want these voices to be authentic. It’s important to lean into the storytelling element of public speaking to create a sense of vulnerability and relatability. As you work together with your executives, empower them to share personal anecdotes when appropriate, and consider keeping track of a couple as thought-starters in your playbook.
Are they engaging audiences?
While authenticity is important, it’s not enough to tell a great story – you have to keep it tight whether that’s in media interviews, speaking sessions or social media content. In today’s attention economy, where audiences have shorter attention spans than ever before, keep things succinct and on-point. Delivering a soundbite that lands hard is key to creating a memorable experience for audiences, so prepping your executive thoroughly is a must.
Are they engaging on a variety of channels?
Having your executive post on social media is a great first step – but think bigger. To use executive visibility to its fullest potential, consider adding your executive’s voice to internal communications. Other vehicles for visibility could include media interviews, speaking sessions (webinars or in-person conferences), and awards. A robust multi-channel plan will enhance visibility into your organization, and pave the way to increased engagement.
Answering these questions honestly and comprehensively can help your executive’s public-facing messaging reach the right audiences — and make the right kind of impact.
You can watch the full video on this topic here.
