Managing the three personas of c-suite profiling
May 15, 2025
Musk. I’m loath to start a blog with a name we all see far too often but Elon exemplifies an important point. The voice of a company’s leader has never been more important and more impactful.
C-suite profiling can build trust with prospects and current clients. It can attract talent or be used to drive awareness. After all, people want to do business with people they understand, like and respect.
Successful profiling isn’t just about putting a CEO in front of a camera– although no one turns their nose up at a nice piece of broadcast coverage – it requires a clear strategy and plan. Messaging needs to be carefully curated, and there should be a tailored approach that reflects an individual’s strengths, comfort level and communication style.
Done well, C-suite profiling isn’t glory hunting, it drives new business.
Why it needs to be part of any PR plan
Senior leaders, now more than ever, personify the values, vision and credibility of a business. Whether it’s thought leadership, commentary, feature interviews, broadcast, podcast or panel appearances, executive visibility is crucial. It reassures current clients and shows prospects what they’re missing out on.
Expert profiling ensures that leaders aren’t just speaking to blank-faced audiences but delivering timely insight, shaping narratives and driving meaningful conversations in the industry. At their best, they inspire and entertain.
No two executives are the same, and understanding their personality and appetite for public-facing roles is essential for building an effective profiling plan. Here I consider the three main personas in the c-suite when it comes to profiling; each comes with their own unique, let’s say, challenges – but all are manageable.
The Loud and Proud
This executive is confident, media-ready and enjoys the spotlight. They’re articulate, experienced and comfortable in front of a camera or crowd. They know what they want to say and are keen to say it.
These people are invariably a dream to work with. The agency can concentrate on finding those top-tier business opportunities, keynotes and panels, as well as broadcast appearances. You secure the opportunities and they have the platform to shine.
The only challenge here might be reining them in, making sure confidence and charisma doesn’t lead to overzealousness and careering off message.
The Eager Beaver
This leader is enthusiastic and open to opportunities but doesn’t quite know how or what to say.
They might not know where to begin, what platforms would most suit them, nor how to structure their message.
With immersion sessions and media training, key narratives and messages can be identified, and the Eager Beaver can quickly become a standout speaker. This persona benefits most from a clear structure and plan, starting with low-stakes practice opportunities before building up to those blockbuster profiling slots.
The Shy and Retiring
They are the reluctant speakers. They might not see the value in external profiling; they might fear it or be highly private by nature. But that doesn’t mean they should be left out of the spotlight.
For these individuals, a softer approach works best: written thought leadership, written profiling slots and select interviews with trusted journalists. It’s about finding the right format that plays to their strengths without forcing them into uncomfortable situations.
How to avoid piecemeal c-suite profiling
- Understand the business narrative. Profiling should always support wider business goals – usually new business. So, align with the story that the company is trying to tell.
- Tailor to the persona. Profiling strategies should reflect each executive’s comfort level and capabilities. This will make it more honest and more successful.
- Coach and prepare. Even the most experienced speakers benefit from prep, and we’re not talking a five-minute pep-talk here. Media training and messaging workshops are needed, even for the most confident.
C-suite profiling is so much more than vanity PR. It’s about driving new business, hitting key business goals while raising awareness of both individuals and the organisation. Every leader has a perspective worth sharing – the key is having a PR partner who knows how to unlock and promote it.
If you want to find out how Pumpkin can level up your c-suite profiles then get in contact here!
By Leo Hodges