Executive Profiling and perceptions of an organisation’s leadership team can be critical for its success. Take Elon Musk’s recent foray in to US politics; Tesla was once viewed as the darling of the global automotive industry yet (at the time of writing), the business’ sales have slumped for five consecutive months (Reuters). On the other hand, many CEOs in recent years have become synonymous with their organisations, from Warren Buffett through to Steve Jobs. Their personal brands have undoubtedly helped to drive their businesses forward. While these examples come from some of the world’s largest businesses, there are lessons that can be taken for organisations of all sizes and from every sector.
Why is Executive Profiling important?
Executive Profiling is a key driver of Corporate Reputation. A credible CEO can have a significant impact on how an organisation is perceived by all of its stakeholders, whether they be investors, customers or employees.
What are the benefits of Executive Profiling?
1) Building stakeholder trust
Stakeholder trust is often tied to the visibility and authenticity of an organisation’s leaders. One of the most prominent examples of this in recent years is Dave Lewis’ turnaround of the iconic British brand Tesco. At the time of Lewis’ arrival, Tesco shares had plunged to an 11-year low, but Lewis’ appointment immediately arrested this decline. The Financial Times reported that ‘He brought credibility and stability when the business desperately needed it’.
2) Elevating internal morale
Leadership visibility also boosts internal morale. If the organisation has been featured in a respected media publication, that can be great for staff engagement. The business and therefore the staff’s work is being recognised externally which can have a significant impact on motivation.
3) ‘People buy people’
This phrase has become commonplace but few know the author, sales expert Richard Fenton. Two modern-day examples of this phenomenon are Ben Francis MBE, Founder of GymShark and Grace Beverley of TALA. Both brands have been built off the back of their leaders’ profiles and their inspiring storytelling has helped to secure buy-in from investors and consumers alike.
4) Influence change
Building and then leveraging a visible public profile can be an effective tactic to campaign for change. Greg Jackson, CEO of Octopus Energy, is a great example of this. Jackson has used his public profile to challenge traditional energy models and push for faster adoption of renewables. He has helped shape UK energy policy and drive consumer behaviour toward cleaner energy solutions.
5) Provides reassurance at times of crisis
If a business or organisation is experiencing a crisis, trust and credibility can be key to maintaining stakeholder confidence and business operations. Building reputational ‘credit’ in the bank before a crisis hits is an absolutely essential step. CEOs and leaders that have failed to do this risk not being able to recover.
6) Promoting your industry expertise
Offering insightful thought leadership on the challenges your customers face can effectively encourage them to view these issues from a new perspective, while also enhancing your credibility. This approach helps businesses strengthen their reputation for expertise and justify their pricing.
What does Executive Profiling involve?
1) Securing long-form interview opportunities
Arranging in-depth interviews for executives in respected publications is a highly effective tactic to build credibility and burnish reputation. Click here to read an interview with our client Suntory Beverage and Food’s CEO Makiko Ono in the Financial Times.
2) Developing insightful thought leadership content
Authoritative and insightful content like white papers helps to deepen credibility and can also be a useful asset to support broader business development activities. Here is a case study with True/Open Energy Market showing how thought leadership can be used for both media and commercial gain.
3) Writing detailed Executive Bios
Detailed professional biographies that communicate an executive’s achievements and background are useful assets to strengthen personal and corporate branding.
4) Media and speaking engagements
Coordinating appearances, panels, and keynote speeches that position executives as influential voices in their industries.
5) Digital presence and Social Media Strategy
Managing executives’ online profiles and content distribution to amplify reach, engage target audiences, and build trusted reputations.
How can Corporate PR drive Executive Profiling?
Corporate PR plays a crucial role in driving executive profiling by strategically positioning leaders as industry experts and trusted voices. Through targeted media outreach, compelling storytelling, and relationship-building with key journalists, PR teams secure valuable coverage such as interviews, op-eds, and panel invitations.
This visibility elevates the executive’s personal brand while reinforcing the company’s reputation.
Additionally, Corporate PR crafts tailored content like white papers and thought leadership articles that showcase expertise and vision.
By managing messaging consistently across traditional and digital channels, corporate PR helps executives connect authentically with stakeholders, influence industry conversations, and ultimately support business growth and trust.