From boardroom to byline: How PR teams help executives become press magnets
With a media scene that’s more dynamic than ever, executives have a golden opportunity to become the ‘go-to’ expert that journalists rely on. But it takes some finesse to get there.
That’s where PR professionals come in. With a dash of strategy and well-crafted content, they can help executives go from ‘zero to hero’ in the eyes of the press.
Here’s how a little PR magic can help executives build those invaluable media relationships and raise their profile.
Kickstart credibility with professional-quality content
Business journalists are busy. These days they are short on resources and therefore open to accepting expert opinion, so long as it’s relevant and click-worthy. PR writers can help executives communicate in ways that stand out. Sharp, polished insights can make a big difference. Heavy jargon and hard-sell tactics are no-nos.
It pays to craft comments, articles and opinion pieces that prioritise industry insights. The Think Tank’s construction, finance and tech sector clients are briefed to address trending issues. We help executives submit comments that shed light on future developments in their field. Hot topics tend to be the daily challenges businesses face, like staff shortages, digitalisation, rising costs and incoming regulations. Sharing advice in the trade and business press about how to overcome these hurdles positions executives as authorities on key topics, enhancing their appeal as repeat contributors.
Get on the media’s radar—for the right reasons
PR pros know how to help executives command attention with targeted, industry-relevant content that journalists are more likely to use. They know where to pitch it and how to frame it, so the exec’s name becomes a familiar one among the trade and business press. With skilled writers on a PR agency’s team, business leaders can trust that their byline will be positioned atop polished, targeted copy that fulfils every aspect of the brief.
Familiarity breeds trust. When executives share insights regularly across a few relevant trade publications or trusted business outlets, journalists recognise their names and associate them with quality insights. Whether they’re an expert on fashion sustainability, smart cities, or employee engagement, this keeps them top-of-mind when journalists need niche opinions or commentary.
Produce quotes that pop, not flop
Not every executive has a knack for sound bites. And that’s okay. PR writers can shape comments that are memorable and media-ready—enough to make journalists perk up and call back for more.
Journalists love quotes that capture real expertise and personality without being overtly promotional. At The Think Tank, we encourage executives to offer genuine, insightful commentary that reflects their perspective. Being provocative is powerful. Focusing on the human aspects of business life resonates too.
It helps to reference case study examples to illustrate how, for instance, tech innovations on building sites are improving safety, or an HR initiative is boosting staff retention. These kinds of memorable, authentic insights resonate and make journalists more likely to reach out for future input, especially if they know the exec provides content they can use with minimal rewording.
Backing up statements with statistics or industry data adds weight to commentary and sets executives apart from competitors offering only general opinions. Shaping commentary around relevant data points demonstrates a fact-based approach and makes the content more compelling.
Don’t be too dry though. Even in serious industries, no one wants to read robotic quotes. We help executives keep their comments conversational and real. If our clients can show a little humanity or humour, all the better.
Respond quickly to breaking news
Executives who respond quickly to journalists, especially during big news events like a budget or government announcements, gain a reputation for being reliable and informed. At The Think Tank, we’re always ready to respond fast, helping journalists meet their deadlines and trust our executives as solid sources.
Building relationships takes time, but with the right PR expertise on hand, it happens faster. With a few quick-start strategies, PR pros can help executives become the experts that journalists rely on—saving everyone time and building valuable long-term relationships.
Looking to build your executive profile? Find out how we can help you today by getting in touch.
