Amplifying CEO Visibility: Public Relations Strategies for SMEs
In 2021, Elon Musk rejected reestablishing a PR department for Tesla. At the time, Musk said, “while other companies spend money on advertising and manipulating public opinion, Tesla focuses on the product. I trust people.” Since then, Musk built additional companies, Tesla received significantly more press coverage than any other automaker, and Musk continued to climb to stratospheric recognition.
Not all CEOs are created equal, however. Most face the challenge of balancing internal responsibilities with external visibility and likely lack star power. In start-ups and small to medium-sized enterprises (SMEs), this can create significant challenges for business development officers as they work to expand the company’s networks and gain visibility without limited direct CEO involvement.
Elon Musk’s unique position allows him to maintain high visibility without traditional PR efforts, a luxury most CEOs, especially those running SMEs, do not have. Clients and journalists often seek direct access to the CEO, particularly in complex sectors like technology or high-risk areas such as financial products. The CEO or founder is perceived as the ultimate authority, and engaging without their involvement can be daunting.
In some cases, employees feel more secure when the CEO is visible. They associate the leader’s presence with better communication and a stronger leadership that drives engagement and more productivity.
It is hard to deny that a roadshow without a figurehead lacks impact. Unless we’re conjuring deep fake versions of CEOs, business development officers should consider investing in PR and strategic communication to leverage CEO time and thinking.
A holistic communication plan is required, one designed to build expertise and trust around company leaders designated to represent the company externally and internally. Key components include leveraging thought leadership and maintaining fairly regular external communication. Additionally, investing in media training and having consistent messages equips other leaders within the company to effectively communicate the vision and their expertise.
Navigating the complexities of external visibility as a CEO in today's competitive landscape is no small feat. Resourcefulness is crucial. Outsourcing to a PR company or employing an Outsourced Public Relations Officer (OPRO) can be a strategic advantage.
Elon Musk's approach with Tesla highlights the divergence in CEO strategies, yet underscores the universal need for effective communication and visibility. Investing in a holistic PR and strategic communication plan not only strengthens internal morale but also amplifies external credibility, paving the way for sustainable growth and market success.