The ART of Executive Visibility
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I’m working with a client to place an op-ed piece in an influential publication as a call to action on an important community issue. As I began outlining my pitch, I was reminded of a simple acronym to make sure my outreach resonates with the editors who will decide whether to publish our submission: Authority, Relevance and Timeliness, or ART.
Truth is, this approach is a useful guide for all executive visibility efforts. Whether you’re seeking media coverage, trying to secure a speaking opportunity, or exploring partnerships or other ways to raise the profile of a key leader and their organization, make sure you’ve covered all three of these bases.
Authority — There are a number of ways to establish a key executive as a credible voice. You can position them as an expert, perhaps because they’re a leader in the field or have emerging influence. You can establish them as a change agent or contrarian, offering a different perspective than the conventional point of view. Or you can illustrate how they have a stake in the outcome and, while they may not have all the answers, are determined to ensure those who can effect change are aware of the need to address the matter at hand. Sometimes he or she will possess a combination of these attributes, perhaps even all three. Either way, establishing authority is a must.
Relevance — Why should the gatekeepers – editors, event organizers, association executives, etc. – grant you access to their valuable audiences that you’re trying to reach? These visibility opportunities suggest a level of implied endorsement that demands your content be of keen interest to the recipients. Your pitch must instantly demonstrate that connection in unmistakably clear language: “I’m confident your readers will benefit from her perspective because . . . .”
Timeliness — The immediacy of today’s media environment means audiences can’t waste their time on yesterday’s information. The topic you intend for your executive to address must not only be current, but ideally facing an inflection point — a new trend, a shift in attitudes or a pending change in the world around us — that makes now the right moment to bring it to people’s attention.
Use this as a checklist the next time you’re preparing to pitch your executive for a high-visibility opportunity. If you apply the ARTful approach, I guarantee you’ll have greater success.
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Truth Advisors LLC provides strategic communications and reputation management counsel to companies facing seismic change. For a free, no-obligation assessment of how we can level up your organization’s strategic communications efforts, contact us at info@startwithtruth.com.