Personal PR vs corporate PR: what every executive should know.

For decades, public relations was viewed as a company function. A tool reserved for brands, not the people behind them. That’s no longer the case.

In today’s personality-driven world, the leaders who thrive are those who are visible, where insights, integrity, and influence extend far beyond their corporate title. 

How they achieve this: Personal PR.

But what is personal PR and how does it differ from corporate PR? Should one take precedent over the other?

In this guide, we’ll answer these questions and more, while exploring how a dedicated PR agency for individuals can transform not just your personal profile, but your company’s reputation and bottom line.

Why PR is no longer just for companies.

For many years, marketing dominated as a form of influence to entice customers to buy, investors to invest, and people to train, impress, and eventually join that company.

Things eventually changed as audiences became more discerning. A new approach to influence was needed.

Specifically, corporate PR, a strategic tool that complemented marketing, using storytelling to nurture stakeholder relationships and rebuild trust.

However, in the past 20 years, we've yet again seen another shift in how stakeholders perceive companies thanks to the age of modern media. Now, people expect far more transparency than ever, at a much faster rate.

The resulting outcome? Personal PR has emerged.

Why? A strong online, media, and social presence from companies is no longer enough. The public increasingly wants to hear from individuals. 

We’re talking about CEOs, founders, and other C-Suite executives who can provide unfiltered perspectives and a human voice to galvanise important campaigns on issues ranging from sustainability to mental health.

Because of this, journalists that used to regularly feature companies, will now ask to hear from individuals before publishing a story, unless that company is an Apple, Amazon, Nvidia, or Google.

As such, the responsibilities of a senior executive have also shifted completely. How they behave externally is just as important as their internal responsibilities. Ignore this, and they risk being left behind.

Founders and CEOs now need to become visible leaders to build credibility, trust, and confidence, not only for themselves, but in the hope of positively transforming their company’s bottom line.

What personal PR actually is.

In a nutshell, personal PR helps executives bridge the gap between being an unknown executive and becoming an industry expert that thrives across media coverage, social media conversation, and industry events.

How?

• Personal PR helps an executive craft a public image that is respected. It highlights their most important credentials, achievements, and interests.

• It determines a positioning that puts their best foot forward by cementing their most valuable viewpoints and aspirations, grounding their thinking.

• It crafts powerful, punchy thought leadership messaging that invites interest from the media, prompts social media debate, and makes video numbers tick.

• It executes campaigns by establishing strong media relationships, through efficient writing, and by utilising cross-channel message amplification.

Typically, most executives don’t carry out this work themselves. After all, there’s only so many hours in a day, and most leaders already work overtime. 

Instead, many executives hire a comms expert. Sometimes this is an in-house team. But most often, it’s an agency.

There are many pros and cons to working with an in-house team vs an agency. But in short, an in-house team promises a deeper understanding of you and your company, while many agencies specialise in working with individuals. 

As such, opting for an agency can be key if you want to properly distinguish your personal branding campaigns and give your profile the attention it needs. 

How personal PR differs from corporate PR.

The main of objectives of corporate PR is often:

• Improving lead-gen.

• Boosting recruitment.

• Inviting investment.

• Earning new partnerships.

• Surviving crises.

Despite what you might think, the main objectives of personal PR aren’t that much different. And it can be just as effective, if not more so, at achieving them.

Potential clients read about leaders before working with them, talent follow on social media before applying, investors invest in individuals, partners want reassurances on long-term vision, and the public want accountability in the wake of catastrophe. 

That said, practically they differ massively.

• Corporate PR operates at the brand level, as a collective, focusing on products, services, performance, and company-wide initiatives. It’s structured, risk-averse, and often filtered through layers of approvals.

• Personal PR centres on the individual. It’s faster-moving, more authentic, and far more dependent on tone and personality. 

In practice, while corporate PR might limit itself to a blog post or press release, personal PR often goes beyond this by securing a podcast interview, thought-leadership article, or LinkedIn video post that sparks real conversation. The delivery is ideally far more casual, and often, less rehearsed.

Why corporate PR is just as important as personal PR.

Though we’re bullish about the benefits of personal PR, this doesn’t mean one outweighs the other. Every executive and every company needs both.

On one hand, corporate PR helps a company earn credibility in the market and protect its reputation, while laying the groundwork for executives to build their personal brands on a solid, trusted foundation.

On the other hand, without leaders who actively invest in personal PR, the trust and momentum a company works so hard to build will eventually plateau.

That said, with personal and corporate PR closely linked, executives need to actively manage risks on both fronts.

For example:

• If a company’s performance is questioned, strong personal PR helps leaders take control of the narrative and restore confidence. Without it, damaging headlines can trigger falling share prices, client departures, and internal uncertainty.

• Conversely, if a CEO becomes embroiled in controversy, corporate PR must respond swiftly, communicating accountability, protecting leadership integrity, or, when necessary, distancing the brand from the individual to safeguard its reputation.

That’s why, whenever we work with leaders and their teams, we dedicate equal attention to both sides, ensuring personal and corporate PR strategies work in harmony to protect against risk, reinforce credibility, and build long-term trust.

So ultimately, distinguishing corporate PR from personal PR isn’t about proving one is better than the other. It’s about understanding which strategy best serves your goals at any given time, and how the two can complement each other.

How to stay aligned with your brand.

If you decide a personal PR strategy is right for you and your company, ensure that your messaging is always aligned. 

Any contradictions risk alienating your audience, revealing embargoed information early, inviting skepticism, and weakening the impact and potential of your campaigns.

Why? No matter how you distinguish yourself, audiences will never separate you from your company while you represent it. They see you as one and the same, and you need to consistently bear this in mind.

So, here’s some practical tips to help you stay aligned with your brand.

• Don’t stray from core messaging. Your talking points, tone, and themes should complement your firm's positioning. 

• Always champion shared values. Consistency builds trust and strengthens relationships with key audiences.

• Stay aware of timing. Coordinate with your communications team so your thought leadership doesn’t clash with major company news, impacting credibility.

• Regularly review your personal positioning. Periodic check-ins with your team ensures your personal narrative still supports your company’s goals.

• Don’t confront a crisis alone. Prepare closely with your team and have strict protocols in place, i.e. response timing, message approval, tone, and spokesperson responsibilities.

• Keep your personal life separate. While it's okay to share updates of family vacations on LinkedIn occasionally to diversify your feed, avoid oversharing intimate details, controversial opinions, or anything that could undermine your professional credibility.

Once you get into the habit of this, it should become second nature to you. 

What to look for in a personal PR agency.

Opting for a personal PR agency is never an easy decision to make. There’s an abundance to bear in mind:

• Chemistry: Find an agency that you genuinely enjoy working with. You’ll spend hours with their team, ensuring that they understand your objectives, tone of voice, and expectations.

• Industry expertise: Ensure the agency knows your sector inside-out so they can effectively spot relevant media opportunities, position you as an expert, and speak to your industry’s language.

• Personal branding experts: Work with an agency that specialises with individuals. The best will craft a work program specific to you and will elevate your profile regardless of your background.

• Full service: An agency that has in-house multimedia, social media, and media experts will deliver a far better return on your investment by taking a 360 approach to your profile.

• Crisis experience: If you ever face a crisis, you need the backing of a team with experience. Otherwise, you risk exacerbating the situation and causing long-term damage to your reputation.

• Proactivity: The best agencies consistently produce executive-profiling work for you around the clock, whether that’s booking a new multimedia shoot for content or introducing you to a journalist behind-the-scenes. This proactivity is essential to building momentum.

And remember: If things aren’t working out, there’s no harm in pausing your work with an agency to build your profile elsewhere.

Sometimes, chemistry alone can make or break a working relationship, regardless of an agency's capabilities. 

What the most effective personal branding channels are.

Most personal PR agencies will incorporate a range of channels to build your brand. This not only helps you reach a diverse audience but strengthens your message considerably through repetition, consistency, and far better accessibility.

But if you want to know the most effective or what you should prioritise, we’d honestly say that media, social media, and multimedia are equally important. 

While you might desire media visibility most to position yourself alongside other elite founders and CEOs, social media is the tool you need to prove your thought leadership is genuine. It helps you stay connected with key audiences between media engagements and release important messages at pace. 

Multimedia, meanwhile, is vital to produce authentic, human content that entices journalists or broadcast producers to work with you and use your footage within coverage.

At the same time, multimedia injects more life into social posts, improving engagement 5-fold, while adding extra value when repurposed internally or for marketing materials.

So, when you begin work with a PR agency, don’t question why they’re focusing on multiple channels, but recognise that each one plays a unique role in reinforcing your reputation.

The most successful leaders don’t rely on a single platform. They build an ecosystem of visibility that keeps them relevant, credible, and connected wherever their audiences are.

The most important topics to focus on.

In reality, there's no way for us to advise on specific topics or numbers of topics you should discuss as you build your brand. What you say as a thought leader is entirely based on your personal experience.

In fact, saying things that you aren't qualified to speak about is a surefire way to invite backlash before your profile even has a chance to get off the ground.

For instance, if you're an AI expert, you wouldn't be in a position to comment on interest rates or government policy, no matter how prominent those discussions are in the media or how valid your opinions might be. But you can try and influence how AI innovation continues to be mandated.

Moreover, not everything you say has to be strictly industry focused. Investing in personal PR is also about discussing human-centred topics that you deeply care about, whether that be mental health, work-life balance, or conservation.

A key tip: These campaigns often perform better because they differ so much from corporate PR and the leaders behind them appear genuine and passionate.

But, in our experience, whatever it is, it's genuinely a good idea to focus one campaign topic at a time, for a decent duration, so that you have an opportunity to progressively strengthen your argument across channels, ensuring that is resonates.

And above all, don't rush.

Both personal PR and corporate PR campaigns take time to efficiently execute. They must be timely, have a strong central message, be well-supported, and leverage various channels to drive influence and impact. With this basic principles, they have a good chance at performing well.

Final thoughts.

In today’s fast-moving, trust-driven landscape, reputation is one of the most valuable assets any executive or company can own. And as the lines between personal and corporate visibility continue to blur, those who prioritise both personal PR and corporate PR will lead the conversation. Not just follow it.

Remember:

• Corporate PR gives you credibility and stability. 

• Personal PR gives you authenticity and influence. 

When the two are aligned, they create a powerful feedback loop that continuously builds trust and attracts meaningful growth opportunities. 

So, whether you’re a founder looking to step into the public eye or a seasoned CEO navigating an evolving market, investing in a personal PR agency that understands how to amplify you while protecting your brand is no longer optional.

It’s essential.