Focus On Communication Newsletter
June 2009
On Your Mark – Launching an Executive Positioning Program
Positioning the man or woman at the top can be a challenge. Because while you may have plenty of opportunities to get your company out there, they’re usually the kind that specific subject matter experts can handle. So if you want to generate opportunities for the CEO, then you need to develop a separate approach. But don’t worry – it’s worth it.
Consider the benefits. Executive positioning builds greater credibility for organizations by drawing a firmer line between the company name and its main messages. It usually means getting in front of higher profile audiences with you message. After all, the most likely of all of the company’s executives to garner interest from major national media outlets and business organizations, speaking venues, and other resources for high-level executives, is the CEO, principal, or president.
Bottomline – a well-done CEO positioning program can reach audiences and drive messages you just can’t reach through your day-to-day PR program. Give it a try.
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Get Set - Creating a Theme for Your CEO
You don’t have to have a Jack Welch to launch an executive positioning campaign, but you do have to stand for something. And that something should be exclusively for your CEO to address and build around a big-picture topic.
Start by figuring out a topic that the executive is really passionate about, based on areas of expertise, business objectives, corporate culture, or current trends facing the organization’s industry. Then check off our four key points below to ensure it will resonate with your audience:
Be relevant. The campaign’s theme needs to connect, not only with what the organization does, but also with a timely issue or a timeless issue that you can refresh easily with current news – for example, customer service.
Complement the organization’s messages. While an executive positioning campaign isn’t about promoting a company directly, it can help position the brand. So make sure the theme supports your company’s key messages – either directly or indirectly.
Communicate the company’s niche. Again, this can be very direct or very subtle but the best campaign themes have at least a loose connection to what the company does.
Be unique and edgy. There is no point in regurgitating what your competitors are saying, or what’s making the day’s headline, for that matter. It’s all about bringing something new to the table, in a fresh light, that positions the executive as a thought leader and innovator. Don’t be afraid to be contrary if your CEO is comfortable with it – that draws attention.
Back to Top
Go – Executing Your Campaign
Because an executive positioning campaign is a tactic to strengthen the organizations message, it’s important to consider what you want to accomplish and how you will do it. Take into account what platform your CEO or president is comfortable with, then find the best venues to drive the message. Consider:
Media relations. Big media likes big titles, for example CNBC will usually only talk to the CEO. And these big outlets afford a great opportunity to drive a message to a very high-level audience.
The Web. Find your place on the Internet so your CEO can more directly engage with the audience. Creating a blog is a good way to generate more interaction and conversation. But for some, Webinars provide a more convenient delivery, while generating participation globally.
Board opportunities/philanthropic involvement. Charitable involvement – whether it’s on a board or through other support – reinforce what your brand stands for, create new partnerships, and rally employees behind a cause.
Speeches and panel opportunities. Speaking and presentations are prime opportunities to reinforce thought leadership and the company message. And as with the media, there are some high-level venues that will only consider the CEO – take advantage of that.
Back to Top
On Your Mark – Launching an Executive Positioning Program
Positioning the man or woman at the top can be a challenge. Because while you may have plenty of opportunities to get your company out there, they’re usually the kind that specific subject matter experts can handle. So if you want to generate opportunities for the CEO, then you need to develop a separate approach. But don’t worry – it’s worth it.
Consider the benefits. Executive positioning builds greater credibility for organizations by drawing a firmer line between the company name and its main messages. It usually means getting in front of higher profile audiences with you message. After all, the most likely of all of the company’s executives to garner interest from major national media outlets and business organizations, speaking venues, and other resources for high-level executives, is the CEO, principal, or president.
Bottomline – a well-done CEO positioning program can reach audiences and drive messages you just can’t reach through your day-to-day PR program. Give it a try.
Back to Top
Get Set - Creating a Theme for Your CEO
You don’t have to have a Jack Welch to launch an executive positioning campaign, but you do have to stand for something. And that something should be exclusively for your CEO to address and build around a big-picture topic.
Start by figuring out a topic that the executive is really passionate about, based on areas of expertise, business objectives, corporate culture, or current trends facing the organization’s industry. Then check off our four key points below to ensure it will resonate with your audience:
Be relevant. The campaign’s theme needs to connect, not only with what the organization does, but also with a timely issue or a timeless issue that you can refresh easily with current news – for example, customer service.
Complement the organization’s messages. While an executive positioning campaign isn’t about promoting a company directly, it can help position the brand. So make sure the theme supports your company’s key messages – either directly or indirectly.
Communicate the company’s niche. Again, this can be very direct or very subtle but the best campaign themes have at least a loose connection to what the company does.
Be unique and edgy. There is no point in regurgitating what your competitors are saying, or what’s making the day’s headline, for that matter. It’s all about bringing something new to the table, in a fresh light, that positions the executive as a thought leader and innovator. Don’t be afraid to be contrary if your CEO is comfortable with it – that draws attention.
Back to Top
Go – Executing Your Campaign
Because an executive positioning campaign is a tactic to strengthen the organizations message, it’s important to consider what you want to accomplish and how you will do it. Take into account what platform your CEO or president is comfortable with, then find the best venues to drive the message. Consider:
Media relations. Big media likes big titles, for example CNBC will usually only talk to the CEO. And these big outlets afford a great opportunity to drive a message to a very high-level audience.
The Web. Find your place on the Internet so your CEO can more directly engage with the audience. Creating a blog is a good way to generate more interaction and conversation. But for some, Webinars provide a more convenient delivery, while generating participation globally.
Board opportunities/philanthropic involvement. Charitable involvement – whether it’s on a board or through other support – reinforce what your brand stands for, create new partnerships, and rally employees behind a cause.
Speeches and panel opportunities. Speaking and presentations are prime opportunities to reinforce thought leadership and the company message. And as with the media, there are some high-level venues that will only consider the CEO – take advantage of that.
Back to Top
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