In today’s media landscape, the right company executive can be one of your most valuable assets when engaging with the press. Journalists are drawn to senior leaders who can provide credible insights, industry context, and articulate perspectives – but it takes careful planning to ensure these opportunities translate into positive coverage for your business.

Position your executive as a thought leader

Your leadership team holds the strategic vision for the company – that makes them ideal candidates for thought leadership media. Instead of focusing solely on product news, we recommend identifying broader industry topics or trends your executive can speak to with authority. Whether it’s economic outlooks, sector-specific challenges, or innovation stories, providing journalists with this level of insight builds long-term credibility and positions your brand as a knowledgeable player in the field.

Invest in media training – Every time

No matter how seasoned your executive is at public speaking, media interviews are a different skill set. Reporters are looking for sharp soundbites, clear messaging, and authentic delivery – all while navigating potential curveball questions. Media training is critical to prepare your spokesperson to stay on message, avoid industry jargon, and handle difficult topics with confidence. It also ensures they represent your brand values consistently and professionally.

Be strategic with media opportunities

Not every media request warrants executive time – and not every journalist will align with your narrative. We work with clients to evaluate each opportunity carefully, considering the outlet’s audience, the reporter’s angle, and the potential risks or rewards. Senior leaders should be reserved for high-impact opportunities – major features, business profiles, or topics of strategic importance. For more technical stories, it might be better to delegate to subject matter experts within your team.

Preparation is critical

Ahead of any interview, we always recommend a thorough briefing. Your executive should know who they’re speaking to, understand the outlet’s tone, and be prepared with key messages, data points, and examples. Following the interview, timely follow-up helps reinforce the messaging and maintain the relationship with the journalist.

At Positive, we help our clients maximise executive visibility while protecting their reputation. From tailored media training to strategic counsel and opportunity vetting, our team ensures your leaders are ready to represent your brand with confidence. If you’re looking to build your executive profile in the media, we’d be happy to support you – get in touch with Positive to learn more.