Why some leaders shine in the spotlight, and how to help them succeed
Executive visibility is more than media moments
For many companies, executive visibility still means press interviews and speaker slots. But real visibility is so much broader than that. It’s every way in which a leader shows up — internally and externally — to represent the business.
That includes conferences, analyst briefings, social media posts, employee Q&As, videos, and newsletters. It’s investor days and all-hands meetings. It’s how they speak on stage, and how they show up on Slack.
Done well, executive visibility builds alignment, trust, and confidence — both inside and outside the business. Done badly, it does the opposite. Which brings us to the biggest risk.
The biggest mistake – inauthenticity
The most damaging kind of executive visibility is the kind that feels manufactured. When an exec’s voice suddenly appears on LinkedIn with detailed thought leadership that doesn’t sound like them. When they’re pushed into panels or interviews with talking points they don’t believe in. Or when their own team can’t reconcile the public persona with the person they see day to day.
The reality is, people can spot ghostwritten content. They can hear the disconnect between brand polish and real personality. And they tune out quickly.
That’s why visibility should only ever start with the exec. Not with what the PR team thinks will land. Not with what a competitor is doing. It has to be grounded in what’s true, credible and comfortable for the leader in question.
Why visibility matters – the value of getting it right
When done well, executive visibility delivers real, measurable impact.
- It builds employee engagement – When leaders are visible, employees feel more connected to the strategy and more confident in the direction of the business.
- It strengthens brand reputation – A trusted, respected executive voice adds credibility to your organisation in the eyes of customers, analysts and journalists.
- It attracts talent – People want to work for companies where leadership shows up and speaks with clarity and confidence.
- It drives media opportunities – Journalists are far more likely to cover a company if they know its leaders are insightful, quotable and quick to respond.
- It influences market confidence – For listed companies, strong, visible leadership can affect how investors perceive stability, direction and growth potential.
Visibility isn’t just comms fluff – it’s a business lever. And when the whole executive team shows up consistently and credibly, the effect is exponential.
Visibility starts with the right tools – the point-of-view document
The most useful tool in any visibility programme is the point-of-view document. It’s simple – but powerful.
A point-of-view document is an approved, authentic perspective from an executive on a topic that matters. Something relevant to employees, customers, investors or analysts. Something they know more about than most. And something they actually believe.
These documents are created through a conversation – a short interview where a representative from the comms team can extract the exec’s natural thinking. That’s shaped into a short set of talking points, a paragraph version, and a longer narrative. The tone matches their style. The process includes their input.
Once approved, these documents become a powerful enabler for the comms team. Instead of scrambling to track down a busy executive for every media opportunity or reactive comment, the team already has something accurate, credible and signed off. That means less time chasing, fewer delays in approval cycles, and more opportunities captured. In practice, it means comms can go to the exec with headlines, with coverage to review, with a fully drafted speech or response — not with a blank page or a request for urgent input. It’s faster, more strategic, and far more respectful of everyone’s time.
Not every exec should go public – here’s how to know who’s ready
Visibility isn’t a job title. Just because someone sits on the executive team doesn’t mean they’re ready to speak on behalf of the business.
Every exec should have a presence with their employees. That’s non-negotiable. Everyone in the organisation reports up to someone — and those leaders should be regularly visible, setting direction and building belief.
But external visibility — press, panels, opinion pieces — that takes preparation. The exec needs to want it. They need to have something meaningful to say. And they need to be trained and coached to deliver it with clarity and confidence.
Rushing that process doesn’t just waste time — it risks credibility.
The five traits of a great executive spokesperson
Some execs naturally shine in the spotlight. Others can be coached to get there. But the best spokespeople share five key traits:
1. Mindset – they believe in the value
They know visibility is part of their role. They understand it’s strategic. And they show up prepared.
2. Self-awareness – ego in check, humility intact
They’re confident in their experience but not driven by ego. They know when to speak and when to step back.
3. Communication discipline – time, prep and feedback
They invest time. They practise. And they collaborate with comms to make it work.
4. Presence – EQ, audience awareness and authority
They understand who they’re speaking to. They adjust tone and message to fit the room — from the board to a community group. And they connect with authenticity.
5. Resilience – they don’t crumble under scrutiny
They can handle hard questions. They don’t panic under pressure. And they recover fast when things don’t go to plan.
These traits can be developed — but spotting them early helps comms leaders focus their efforts where they’ll have the most impact.
What’s the comms leader’s role? Architect, coach and editor-in-chief
The comms team doesn’t just run campaigns. They design the framework that enables executive visibility to happen well — and consistently.
That means:
- Creating guidance on what good looks like
- Putting systems and support in place – like point-of-view documents
- Assigning resource where it matters most – based on potential, not just seniority
- Being the trusted partner who can say, “not yet” as well as “let’s go”
It’s about shaping the environment where the right people can speak to the right audiences, in the right way, at the right time.
Conclusion – done right, visibility drives real business value
Executive visibility isn’t a vanity project. When done properly, it’s a strategic asset. It builds trust, drives alignment, and reinforces brand credibility.
But only when it’s authentic. Only when it’s intentional. And only when the right systems and support are in place.
So if you’re thinking about visibility for your exec team, start with this question:
Who has something worth saying – and are we helping them say it in a way that lands?