[NEW INSIGHT] 6 ways to build executive visibility without burning out
In today's fast-paced world, executive visibility is more than just a nice-to-have. It's essential to build real influence.
But raising your profile as a leader doesn't mean you have to shout the loudest or overshare every achievement. In fact, trying too hard can backfire and damage your reputation.
This article explores six practical strategies for building authentic executive visibility properly, in ways that enhance your credibility, support your organisation's goals, and help you connect meaningfully with your audiences.
It also highlights key tripwires to avoid, many of which can quickly undermine your efforts if you’re not careful.
Press releases are a classic tool in PR.
And there's good reason why: 72% of reporters name them as their top choice for PR content.
They're most often used to announce product launches, leadership changes, or respond to crises.
But they can also highlight an executive’s expertise through a timely news intervention.
This means sharing timely, relevant insights backed by facts, rather than promotional word salads that lack substance.
Picture this: A major industry publication runs a headline claiming that “Tech startups are overhyped and overvalued,” quoting several analysts predicting a market slowdown.
In response, the CEO of a leading startup issues a press release that respectfully challenges the narrative.
The release includes the CEO’s expert perspective, explaining how startups are actually driving economic growth and solving real problems, providing a balanced and informed view.
Media outlets pick up the release as a counterpoint to the original story, positioning the CEO as a knowledgeable and credible voice in the industry debate.
While the executive’s visibility is immediately boosted, their company also benefits by improving stakeholder confidence. This results in more inbound job applications, investment opportunities, and potentially, a surge in revenue.
Case in point: Press releases can be powerful tools for corporate announcements. But they can be just as, if not more powerful, for executive visibility (if used in the right way).
While press releases can boost executive visibility, they must always offer audiences genuine value.
This means sharing timely, relevant insights backed by facts, rather than promotional word salads that lack substance.
If your release doesn’t, you’ll lose credibility far faster than you can build it, both with journalists who reject your pitches and with audiences across other channels.
What counts as overly promotional?
Empty boasts with no real proof.
Vague claims like “best” or “leading” without facts.
Awards spotlighted without meaningful context.
Sales pitches dressed up as news.
Rehashed content with no fresh insight.
So, before you start drafting, reconsider whether the release is worth sharing. Don’t obsess over the visibility it might bring.
To build executive visibility as a thought leader, you can’t rely on insight and positive news alone.
It takes more for audiences, including industry peers, talent, investors, potential partners, and more, to trust and follow you over the long term.
Your content needs balance, with authentic stories that:
Build trust through displays of vulnerability and resilience.
Inject some personality to make you more approachable.
Evoke emotions that make your content memorable.
Inspire audiences to take your advice on board.
These moments won’t just strengthen your executive visibility, they’ll resonate with the people who matter most.
So, if you’re serious about becoming more visible, reflect on your failures as much as your successes, because that authenticity goes a long way.
If you’re in tech, you might think about the time a product launch didn’t go as planned, or how an early decision shaped your company’s culture today.
Alternatively, if you’re a sustainability pioneer, you’ve probably faced scepticism, delays, or policy roadblocks, stories that show persistence and purpose.
Whatever your experience, don’t shy away from it. Embrace it.
These moments won’t just strengthen your executive visibility, they’ll resonate with the people who matter most.
Being open about challenges and lessons learned shows you're a genuine leader who can navigate hurdles when they arise.
Executive visibility isn’t about only sharing wins. Make this mistake and you'll seem unrealistic or out of touch.
Of course, you need to protect stakeholder relationships, and you don't want to prompt a crisis.
But being open about challenges and lessons learned shows you're a genuine leader who can navigate hurdles when they arise, which is fundamental if you want stakeholders to continue supporting you even through difficult moments.
It's well-known that mastering LinkedIn is key to executive visibility. It’s a direct, highly controllable channel where you can post content when and where you like.
In fact, when CEOs become more active on the platform, they typically see a 39% increase in followers.
Watch how people react and adjust how often and what you post to land on a rhythm that works best for you.
That said, to really stand out, you need to maintain a level of consistency that shows audiences you’re genuinely plugged into the issues you comment on.
You also need to diversify your posting style and schedule enough content to ensure maximum engagement without appearing too contrived.
In our view, posting on two to three days a week is a good start, with a rotation of long-form text, video, photo, carousel, and graphic-based posts offering enough visual flair.
For other platforms like Instagram or X, your mileage may vary, particularly if you operate within the B2C space, where more influencer and salesque tactics are common.
In any case, watch how people react and adjust how often and what you post to land on a rhythm that works best for you.
While you might be eager to boost your executive visibility, you won’t do that by flooding your audience with content, no matter how good it is.
Always prioritise quality over quantity. You don’t want your audience to tune out or unfollow before you’ve built some momentum. Patience is key.
Once you get a response, treat the conversation like any other professional relationship, with respect and honesty.
Executive visibility isn’t possible without journalists. So, while it's important to initially spark a conversation, it’s even more crucial to protect the relationships you establish.
Admittedly, this isn't easy. How do you become someone journalists want to come back to, time and time again?
First, start by doing your homework. You need to fully understand each journalist’s interests, the publications they write for, and the types of stories they typically cover.
Then, tailor your pitches accordingly. Give journalists a clear, interesting reason to cover your story, backed by facts.
A common mistake we see among executives, particularly CEOs, is a lack of understanding about how the media landscape actually works.
Once you get a response, treat the conversation like any other professional relationship, with respect and honesty.
If your pitch doesn’t land, don’t push it. Walking away professionally is far better than jeopardising your relationship with the journalist and their publication.
And when you do secure that standout piece of coverage, make sure to thank the journalist and show you’re keen to collaborate again.
Journalists are people, too. Each has their own style, preferences, and ways of working. Some might be open to meeting face-to-face for a coffee, while others will respond with one-word replies. Never make early assumptions and always read the room.
A common mistake we see among executives, particularly CEOs, is a lack of understanding about how the media landscape actually works.
The problem? CEOs are used to being in control. But in media relations, you can’t dictate how a journalist writes, what angle they take, or whether they’ll cover your story at all.
Unlike sales and revenue, coverage can’t be predicted. Real results take time and must be earned. And no amount of budget will change that.
Our advice? All executives should spend time with their comms teams to understand how strong media stories are crafted, get familiar with typical coverage cycles, and better manage their expectations.
Executive visibility isn’t about being everywhere at once.
Saying yes too often can dilute your positioning, leading to overexposure and audience fatigue.
In most cases, it’s far more effective to choose speaking opportunities, panel appearances, and podcasts where you can connect with the right audiences.
For instance, at a recent fintech roundtable, one executive spoke to just 20 people. But the audience included top investors, journalists, and industry veterans.
The result? A week’s worth of follow-up meetings and a standout piece in a major trade publication.
This tells you that you don't need to fall into the trap of chasing the biggest crowds.
You’ll know you’re in the right room not by the headcount, but by the energy, quality of conversation, thoughtful questions, and applause when you finish.
There will be times when you get invited to a speaking opportunity and you're tempted to say yes.
But it's worth reiterating that not every speaking slot, podcast invite, or quote request is worth your time. If the topic is off-brand, the host is poorly aligned with your audience, or the platform lacks credibility, think twice.
Saying yes too often can dilute your positioning, leading to overexposure and audience fatigue.
Worse still, it could tie your name to an outlet or message that misaligns with your values or goals, and even jeopardise your company's campaigns.
Our advice? If the opportunity is interesting, consider recommending it to a relevant peer. You never know, they might just return the favour for you another time.
Executive visibility should never be a solo act.
Remember: You’re not just building visibility for yourself. You’re helping your company achieve its goals. And that’s most effective when the whole C-Suite is visible.
You won’t compete with your team as thought leaders on various topics, making it easier for all of you to stand out.
What does this mean? You and your peers should produce content that creates a sense of alignment and momentum that your audience will pick up on.
It also gives you more of an impetus to specialise within a niche area and own it rather than become a jack of all trades, which admittedly doesn’t always work.
What would this look like in practice?
A CEO might focus on long-term vision, industry trends, and market-shaping moments.
A CFO could lead conversations around economic resilience, capital allocation, or sustainable growth.
A CHRO might speak to culture, leadership development, and the future of work.
A CTO or CIO could own topics like innovation, AI integration, or data governance.
Take this approach, and you won’t compete with your team as thought leaders on various topics, making it easier for all of you to stand out.
Focusing only on your own visibility can lead to mixed messages that confuse what your company stands for.
Audiences today are smart. They notice when leadership appears fragmented or when executives are pushing conflicting narratives.
So, be smart, be strategic, and don’t go it alone. Your visibility, your peers’, and your company’s will all be stronger for it.