Start with a one-page brief, not a content calendar
A useful executive visibility program begins with a single page: who the principal is trying to reach, what they want those audiences to think and do, and which two or three subject areas they will own publicly over the next 18 months.A useful executive visibility program begins with a single page: who the principal is trying to reach, what they want those audiences to think and do, and which two or three subject areas they will own publicly over the next 18 months.
Without that page, every program defaults to reactive posting and quarterly LinkedIn anxiety. With it, every decision — whether to take the panel, write the op-ed, or sit the quarter out — gets easier.Without that page, every program defaults to reactive posting and quarterly LinkedIn anxiety. With it, every decision — whether to take the panel, write the op-ed, or sit the quarter out — gets easier.
Pick a quarterly rhythm and protect it
The rhythm we recommend for most Southern California executives is modest and sustainable: one signed long-form piece per quarter (op-ed, board letter, or substantive LinkedIn essay), one substantive interview or panel per quarter, and a steady drumbeat of two to four short LinkedIn posts per month — most ghostwritable, some not. executives is modest and sustainable: one signed long-form piece per quarter (op-ed, board letter, or substantive LinkedIn essay), one substantive interview or panel per quarter, and a steady drumbeat of two to four short LinkedIn posts per month — most ghostwritable, some not.
This rhythm is small enough to maintain through a hard quarter and large enough to compound. Programs that try to do more in year one almost always do less in year two.This rhythm is small enough to maintain through a hard quarter and large enough to compound. Programs that try to do more in year one almost always do less in year two.
Decide what the principal must write themselves
Ghostwriting works for industry analysis, market commentary, and most short-form social content. It does not work for personal stories, condolence and crisis posts, or anything that asks the audience to trust the principal's judgment in a specific moment.Ghostwriting works for industry analysis, market commentary, and most short-form social content. It does not work for personal stories, condolence and crisis posts, or anything that asks the audience to trust the principal's judgment in a specific moment.
We recommend a clear written rule: anything that begins with "I remember…" or responds to a moment of organizational hardship is written by the principal, in their own voice, with light editing only.We recommend a clear written rule: anything that begins with "I remember…" or responds to a moment of organizational hardship is written by the principal, in their own voice, with light editing only.
Build the surrounding system
A good visibility program has three quiet supporting elements: a simple inbox for media and speaking requests with a 48-hour response standard; a small content bank of three or four evergreen stories the principal can adapt across formats; and a short quarterly review with the principal to test what's landing and what isn't.A good visibility program has three quiet supporting elements: a simple inbox for media and speaking requests with a 48-hour response standard; a small content bank of three or four evergreen stories the principal can adapt across formats; and a short quarterly review with the principal to test what's landing and what isn't.
Most of the value of an executive visibility program comes from these systems, not from the individual pieces.Most of the value of an executive visibility program comes from these systems, not from the individual pieces.
Measure trust signals, not vanity metrics
Track inbound speaking invitations, unsolicited media requests, and the quality of comments and replies — not follower counts or post views. The single best signal that a program is working is when peers, board members, and reporters begin reaching out without being prompted.Track inbound speaking invitations, unsolicited media requests, and the quality of comments and replies — not follower counts or post views. The single best signal that a program is working is when peers, board members, and reporters begin reaching out without being prompted.
By month nine of a well-designed program, that signal usually arrives. By month eighteen, it tends to compound.By month nine of a well-designed program, that signal usually arrives. By month eighteen, it tends to compound.