Every few weeks, it seems like another CEO is in the news for the wrong reasons.
Sometimes it’s because of poor choices. But often, it’s because of circumstances beyond their control — a crisis, a tough decision, or just plain bad luck.
And when that happens, people rush to fill in the blanks. Employees, customers, even the media. If you haven’t built a visible track record of who you are and what you stand for, the story gets written for you. And it usually isn’t flattering.
Good Leaders, Invisible Leaders
Here’s the paradox: most executives really are good leaders. They care about their employees. They care about their customers. They want to do the right thing.
But if you don’t share that — if you’re invisible outside your inner circle — no one knows.
And all of that good work can be wiped away in a moment if a crisis hits.
Why Visibility Matters
Visibility isn’t about ego. It’s about protection.
- It creates a bank of goodwill people can draw on when times are tough.
- It builds trust with employees, customers, and stakeholders.
- It gives you control of the narrative — instead of letting others define you.
- And it lets you actively shape your brand into what you want it to be.
For Communicators
If you’re a communicator responsible for protecting your company’s or your leader’s reputation, visibility matters for you too.
Without it, you’re starting from scratch when a crisis comes. Every message feels reactive. There’s no proof of past behavior to lean on.
With visibility, you have:
- A library of posts and stories that reinforce values.
- A trusted voice that can be activated quickly.
- A foundation of credibility that makes your job easier.
How to Start
You don’t need a big strategy to begin. One story a week makes a difference.
Here are a few easy ways to start building visibility now:
- Celebrate your employees. Highlight the people who make your organization go.
- Share what you’ve learned. Wins, losses, lessons — they all build trust.
- Connect your mission to the bigger picture. Show how your work impacts customers, communities, or society.
- Join conversations. Comment, respond, and let people see your perspective.
The Bottom Line
Executive visibility is no longer optional. It protects reputations. It makes communicators’ jobs easier. And it helps leaders build the trust and credibility they’ll need before they even realize it.