Many CEOs worried about saying the wrong thing, attracting unwanted attention or creating distractions from the business. Frankly, some of those concerns weren’t unfounded. But the environment has changed – many stakeholders increasingly expect to hear directly from leaders. In many cases, executive silence creates more risk and room for speculation.

V2’s new CEO Visibility report lends context to that shift. CEOs are becoming more comfortable showing up publicly on behalf of the business – 48% in the past year, to be exact – and organizations increasingly view executive visibility as core to achieving business goals rather than a brand building exercise.

With Greater Visibility Comes Greater Risk

A recent Wall Street Journal article examined the growing representation of chief communications officers in the C-suite, and for a good reason. With an increase in comfort being in the spotlight, comes risk. CEOs are navigating an environment where almost anything can become a headline. A comment made during an interview, a post on social media or a decision that might have once gone unnoticed can now spark intense scrutiny. This isn’t because executives are making more public mistakes, but because the margin for error feels smaller in the viral nature of the modern world.

This raises an important question: are companies investing in crisis readiness at the same pace they’re investing in visibility? Our research suggests that some are not – 27% of respondents said that their organization’s CEO is only somewhat prepared for a public crisis, meaning they would be able to manage, but without formal training to do so confidently. Coupled with 56% of respondents stating fear of backlash or public criticism is the leading concern for CEOs as it relates to visibility, this is a worrisome statistic.

So, What Does This Mean for Communications Leaders?

As executive visibility becomes a business expectation, organizations need to think differently about what it takes to support leaders in public-facing roles. Executive visibility programs often focus on creating opportunities like media interviews, speaking engagements and social content, without investing in the systems that help leaders navigate scrutiny when it inevitably arrives. Arming your executives with the tools needed to defend and manage a crisis should happen simultaneously.

The strongest organizations identify the business and reputational risks most likely to impact the company, build communications plans around those scenarios and revisit them regularly as the organization evolves. They also spend time pressure-testing those plans so leadership teams can work through decision-making, messaging and internal alignment before facing a real-world situation.

The value of that preparation becomes clear when a crisis unfolds. When stakeholders are demanding answers, there isn’t time to debate roles, messaging or next steps. Organizations that have already worked through likely scenarios are able to focus on responding quickly, rather than figuring out how to respond.

Why Avoiding the Limelight Isn’t a Crisis Strategy

Some CEOs continue to view a lower profile as a form of protection. In reality, the absence of visibility can create its own challenges. When leaders haven’t consistently communicated with employees, customers, investors or other stakeholders, they haven’t had the opportunity to establish trust before it’s tested.

Trust is built over time through repeated interactions and consistent communication. When challenges arise, leaders who have already established credibility with key audiences have a stronger foundation to draw from than those who are introducing themselves in the middle of a difficult moment.

The companies best positioned to navigate uncertainty aren’t necessarily the ones that avoid scrutiny. They’re the ones that have invested in both visibility and readiness, recognizing that one without the other creates unnecessary risk. Preparation should be considered part of the same strategy, ensuring leaders are equipped not only to represent the business when things are going well, but also to lead confidently when they aren’t.

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To help organizations navigate this evolving landscape, V2 has launched Executive Visibility, a program that brings together a number of existing firm capabilities in a powerful offering that transforms executive visibility from a series of disconnected communications activities into a coordinated business strategy. The offering helps organizations align executive communications across external and internal audiences while preparing leaders to communicate effectively during both growth opportunities and high-stakes moments.

The services include:

• Executive Platform Creation: developing a clear executive narrative, supporting thought leadership platforms, and an engaging tone and voice, that dovetails with corporate messaging priorities and can be applied across owned, earned and shared channels.
• Executive Media and Presentation Training: arming executives with the techniques and best practices to confidently, compellingly and consistently communicate with key audiences in a manner that will resonate
• Authority-Building Media & Speaking Strategy: bringing executive platforms to life and positioning them as credible industry thought leaders through media relations and speaking opportunities.
• Executive Social Media: building an executive’s authority on key social platforms like LinkedIn through a mix of thought leadership, engagement and sales enablement: commenting, connecting, and showing up where key buyers and other audiences already are.
• Internal Visibility & Vision Alignment: strengthening executive communications with employees through strategic internal communications that support organizational culture, ensure alignment with company vision and direction, and enable change management.
• Crisis Preparedness & Executive Enablement: equipping executives with media training, message frameworks and scenario-based preparation for moments of heightened scrutiny.

Melissa Mahoney is an executive vice president at V2 Communications, where she leads the firm’s climate and energy practice. In addition to overseeing client engagements, Melissa leads the firm’s crisis communications function. With more than 25 years of experience building and protecting tech brands, Melissa counsels organizations on integrated marketing and communications strategies that strengthen reputation, navigate complex challenges and support broader business objectives.

About V2 Communications

V2 Communications is a top PR firm for tech companies and a leading integrated communications partner focused on B2B, AI, climate and energy, and healthcare technology brands. The firm delivers integrated communications programs across earned, owned and paid media, helping companies build market leadership, increase visibility and drive measurable business results.