Your CEO Might Not Be Your Best Spokesperson. Here’s Who Journalists Actually Want to Hear From
By Katie Suiters for PRNews
For many companies, CEOs are seen as the default spokesperson. They’re the face of the company. But that doesn’t mean the media always sees them as the best source. New data from Edelman’s Trust Barometer shows only 30% of journalists say CEOs are the most credible voice for company information, which means 70% would rather hear from someone else. When there’s major news, journalists want it from the top. But, the best storytelling is often from voices found elsewhere in the company.
If PR teams aren’t providing those voices to journalists, they’re missing a huge opportunity.
The Best Stories Aren’t in the Corner Office
Who has the best anecdotes, firsthand knowledge, and unexpected insights? It’s the engineer who just solved a billion-dollar problem, the supply chain director who spotted a crisis before it hit, or the social media manager who sees consumer sentiment shift in real time.
And let’s pause on that last one, because that Gen Z employee making your company go viral? That’s exactly who should have a camera in their face. These are the people who make a journalist’s story come alive.
CEOs Speak Strategy, Journalists Want Substance
CEOs are trained, often rightfully so, to talk big-picture strategy. They tend to stick to safe, broad themes. That works well for investor calls, but it doesn’t always make for a compelling news story.