CEOs have a choice: either shape the story or be left out of it. According to the 2025 Edelman Trust Barometer, 30% of survey respondents trust information disseminated by CEOs, and even in today’s climate, three-fourths support business involvement in social issues as long as it would improve the company’s performance, and 71% support involvement if the issue impacts their customers, employees or communities.
It is futile to sit and wait until reporters notice a company’s latest announcement or thought leadership. The executives who dominate the news cycle are not lucky. They are intentional, strategic, and ruthless about making themselves essential. Here are steps to not be left out:
- Speak in headlines, not paragraphs. Forget corporate jargon. The smartest CEOs know bold, memorable quotes win. JPMorgan Chase’s Jamie Dimon warned of “considerable turbulence” ahead, spelling out the risks of tariffs, inflation, and volatility. He did not just inform investors. He owned the narrative across every major business outlet nationwide.
- Act immediately to hit the news cycle fast and hard. Connect with today’s top story the same day or risk being invisible. When tariffs threatened the economy, CEOs who spoke up, like Tim Zimmerman of Mitchell Metal Products, drove the conversation: “Tariffs and the uncertainty of next steps will lead to very difficult economic times over the next year or two.” Silence is not safety. It is surrender.
- Build relationships before they need them. Reporters do not owe anyone coverage. They remember the leaders who show up with real insights, not the ones who send a press release and disappear. The best sources make a reporter’s life easier and get rewarded with the first call (and the best quotes).
- Don’t fall for the know-it-all effect. Not knowing the answer gets trumped by knowing how to answer. This requires a bit of everything, from research to interview prep to strictly adhering to honesty and core values. No one has the right answer, but preparation is key to avoid interview snafus and backlash from customers, shareholders or media. “No comment” is a red flag that puts you on the “do not call” list. How we communicate matters, especially when delivering potentially bad news.
- Assess any risk. It is never the wrong time to audit the company’s crisis and reputation management plan. This adds to the preparation ahead of interviews with reporters. No question should be left unanswered with the right tools in your arsenal. OWC’s reputation risk assessment tool can measure the temperature and detect any blind spots.
Here’s the brutal truth: If a company and its thought leaders are not proactive and not building their media brand right now, someone else will swoop in and become the voice of the industry. It is not just about being ready when the phone rings but about becoming a reporter’s go-to.
Now is the time to step up your game.
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