Trust is the lynchpin of any good relationship. It influences how we relate to, and interact with, the world.  

That’s why reputation is now built on more than just business performance. Our study of trust with behavioural science consultancy Influence At Work (IAW) finds a consistent pattern – the reputations of leaders and the organisations they represent are intertwined.  

More and more of a business’ social capital is linked to its values, culture and expertise. Late last year, we polled UK public attitudes towards business and found that 80% of respondents believe it matters to them who runs the businesses, when it comes to purchasing decisions and job applications. The C-suite has a key role to play in building their organisation’s brand equity and protecting its reputation.  

With the messenger now becoming as important as the message, differentiation, authenticity and of course having something valuable and insightful to offer your audiences is key. But your executive profiling strategy should do much more than simply build your audience, it should strengthen your relationships with them. 

Our approach incorporates the following building blocks:  

  1. Understand the human: Authenticity is key. We must start by understanding the human we’re working with; what is their story, their relevant passions, perspective on the world and how do these inform their approach to business  
  1. Build the narrative: We partner with our media network to identify the areas ripe for leadership commentary. The topics and territories that provide opportunities for insightful, evidence-based perspectives, and help us to establish influence  
  1. Create opportunities to engage: Armed with our narrative, we develop a considered media engagement programme, designed to increase executive visibility and brand awareness in a way that positively impacts the brand’s overall reputation.  
  1. Amplify cross-channel: Devise a clear amplification plan centred on consistency of message. Our activity must engage a broad cross section of stakeholders with the right message, at the right time, through the right channel to drive leadership and trust 

Our executive profiling services include:

Executive coaching and leadership development

Identifying your authentic style, coaching for influence and persuasion.

Story mining

Our team of journalists work with the business to mine for story angles, insights and colour that link the executive’s specialism and passion-points, with media interest. 

Proactive media relations

Creating targeted pitches and working closely with media to secure high quality opportunities that build deeper understanding of an executive – their journey, interests and passions – to enhance trust in the brand.

Reactive commentary

Positioning spokespeople as industry experts by inserting commentary into existing conversations to paint a richer image of a social, economic, political or cultural trend.

Thought-leadership

Identifying areas – and insights – which align to business values as a vehicle for executives to drive differentiation and leadership such as op-eds or long form commentary. 

Speaking engagements

Mining for the right key note, panel, Q&A and ‘fireside’ speaking opportunities at relevant events and conferences. 

Media training

Supporting an executive with tailored media training sessions designed to help spokespeople deliver a confident, credible and persuasive interview. 

Our people