Are you the communications chief, tasked with getting your CEO featured in the press? You have a tough task on your hands, but it is one that can be quite rewarding if you get it right.
A mention in a reputable publication can drive brand engagement and new leads and even drum up interest from potential investors. In most cases, it costs much less to get a press mention or feature than it would to put out an ad, even with the same publication.
As Molly Ancel, Managing Partner at Peerpoint Property Solutions, says, “Whether you’re a startup founder or a seasoned executive, media exposure positions you as a thought leader. When it’s done right, it will open doors to opportunities like speaking at major events, connecting with new partners, or even shaping public opinion.”
But getting press coverage isn’t easy. You will need to devote some time and effort, and you’ll need to play by a smart strategy. In this guide, we’ll help you get started with a rundown of the key steps to getting your CEO noticed by the media and why it’s absolutely worth the investment.
Why the Press Matters
Being featured in the press, even if it’s just a mention in a respected publication, can do more for a business’s reputation than most paid advertising ever could.
According to Joe Schaeppi, CEO & Co-Founder at Solsten, “A feature in a relevant media outlet, whether it’s an article or interview, however brief, can do more for your reputation than most paid ads. Why? Because earned media is built on trust.”
Media attention builds authority, credibility, and awareness, often at a fraction of the cost of advertising. Many companies even work with a link-building agency to strategically combine PR and SEO, gaining both visibility and valuable backlinks that improve search rankings.
Essential Steps to Get Your CEO Featured in the Press
Don’t expect to get your CEO featured in the press once you ask. Journalists tend to have tons of people reaching out with similar requests all the time. Here are the steps to help you stand out when you reach out seeking a feature:
Step 1: Define Your Unique Angle
Every journalist you reach out to will want to see how your story might interest their readers. You’ll need to figure out what exactly would make it relevant to their audience and then frame your pitch accordingly.
As David Haskins, CEO at WrongfulDeathLawyer.com, puts it, “CEOs need to tailor their personal stories to a publication’s audience. A tech outlet might care about your innovation, but a leadership magazine might focus on your management philosophy instead. Customize your message accordingly.”
Additionally, you’ll have a higher prospect of success if your story connects well with current trends and events. For instance, if your company helps protect customer data and a major breach is in the news, this would be a chance to step in as an expert.
Step 2: Build a Solid Media Kit
Make it easy for journalists to feature you or your CEO by preparing a professional media kit. At the very minimum, your media kit should include the following:
- A high-quality headshot
- A short, updated bio
- A company fact sheet
- Key achievements and milestones
- Press-ready quotes and talking points
Soundbites matter, so think about how your CEO’s voice can stand out in just one or two powerful lines.
Step 3: Identify the Right Publications and Journalists
Imagine pitching your fintech startup to someone who covers consumer gadgets. That would be a total mismatch.
As Samuel Charmetant, Founder at ArtMajeur by YourArt, advises, “Not all media coverage is equal. A mention in an industry blog might do more for your business than a generic article in a national newspaper. So be sure to carefully research which outlets align with your goals and target audience.”
You can go one step further by finding the journalists who work at those places. Read what they write to see what kinds of stories they tell and how they tell them. This will help you develop a suitable angle when approaching them.
Step 4: Create a Pitch Journalists Can’t Ignore
Your pitch is the first thing they will see, so you need to make it good. Here are some tips that usually work well:
- Use a strong subject line
- Make it personal (talk about something they wrote)
- Connect it to news or popular topics.
- Keep it short and explain why their readers would care
Journalists already get lots of messages from people trying to promote their businesses. Be different by showing them how your story could interest their readers.
Step 5: Build Relationships
Getting in the news takes time. You might talk to a journalist now, but your story might not show up for months. Instead of getting impatient, try to focus on building a relationship with the journalist while you wait.
Jesse Hanson, Content Manager at Online Solitaire & World of Card Games, suggests sending a quote or a picture quickly if they ask for it. If they need you to check some facts, do it carefully and politely. At the very least, you can follow the journalist and comment meaningfully on their work.
Step 6: Establish Thought Leadership
Thought leadership is an essential PR tool. Even if you’re not featured in the press right away, you can still build authority by creating your own content.
You can publish articles on LinkedIn or Medium, speak on industry podcasts or webinars, share insights consistently on social platforms, and so on.
This will create a solid foundation for your media outreach, and it might even improve the chances of journalists wanting to work with you.
Step 7: Hire a PR Pro or Agency (Optional, but Powerful)
If you have the money and want quicker results, hiring a good PR professional can help. They’ll have the right skills, experience, and connections to make a big difference.
When choosing a PR partner, look for someone who understands your brand, has relevant media contacts, and prioritizes ethical practices.
Final Thoughts
Getting your CEO featured in the press takes effective planning and a ton of persistence, but the rewards will be well worth it. Try the tips we’ve shared in this article, but if your businesses don’t have the time, expertise, or network to do it right, you may also consider simply hiring a PR expert to do the heavy lifting for you. If you enjoyed reading this article, we recommend reading our guide to turning one media mention into many.
