Many CEOs aspire to land a feature in the Financial Times. And, with the right (or suitably different) story, data, and news hook, it’s certainly possible. However, in some cases, the FT is the only coverage a CEO wants.
The reality? You can’t go from obscurity to a major profile piece overnight unless you’ve done something extraordinary.
A national profile piece doesn’t come from strong revenues and good profits, although that certainly helps. Instead, it’s about building a sustained presence in the media, developing credibility, and ensuring that when a journalist looks up your name, they find a leader with something valuable to say.
Want a profile in the FT or similar? Read on:
Step 1: Build a compelling company narrative
The foundation of effective PR is a strong company narrative. What does your company stand for? What problem are you solving? Why should anyone care? These are the questions you need to answer consistently across different platforms.
A well-crafted narrative ensures that when opportunities arise – whether it’s a journalist covering your industry or an investor doing due diligence – you have a clear and compelling story to tell.
Step 2: Leverage customer stories
Customer advocacy is one of the most powerful tools in PR. Journalists love real-world examples of how products or services are making a difference. If your customers are talking about you positively in case studies, testimonials, or social media posts, that builds credibility. If you are radically changing an industry by addressing legacy or old pain points and saving millions (in pounds or lives), this is a very good starting point.
Before you can get top-tier media interested in your company, you need to show that real people and businesses – ideally recognisable names – are benefiting from what you offer.
Step 3: Become a (real!) thought leader
Having a great product is not enough. You need to demonstrate expertise and offer valuable insights. This means commenting on industry trends, responding to breaking news, and sharing your perspectives on LinkedIn. And we don’t mean with AI-generated drivel, we mean truly engaging thoughts.
Journalists are more likely to quote or feature someone who has already positioned themselves as a knowledgeable and authoritative voice in their field.
Building a consistent profile
A single feature in a major publication is valuable, but PR success isn’t about one-off wins. You need to appear where your investors, customers, potential employees, and industry peers are looking. That means securing coverage across a range of outlets, from trade publications and business press to podcasts.
In an ideal world, PR is a long-term investment. I know what you’re thinking, of course a PR agency would say that. However, by consistently telling your story, showcasing customer success, and engaging with topical discussions, you can build a media presence that makes you more attractive to top-tier outlets. And who knows, maybe they will start to approach you too.
We love being given ambitious coverage targets, but it comes down to being realistic and working with us to get the right stories to achieve them. So, when the time comes for that killer piece, journalists won’t just be hearing your name for the first time, they’ll already recognise you as a leader worth covering.
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