PR Trends for CEOs: How to Build Visibility Without Big Budgets

International PR expert Liubov Krasnoslobodtseva shared four current trends that can help CEOs boost their visibility without draining budgets.

Building a personal brand for company leaders has become not just an important task, but a necessity. A CEO’s reputation directly impacts not only the trust of clients and partners but also the company’s financial performance. According to research published by Forbes, 48% of a company’s reputation is directly shaped by the personal brand of its CEO.

Despite recognizing the importance of PR, many CEOs struggle with choosing the right promotional tools. According to PR specialist Liubov Krasnoslobodtseva, executives often limit themselves to standard approaches like press releases and official statements, considering them the only “safe” format for representing the company. Liubov Krasnoslobodtseva is an expert with 16 years of experience in journalism, strategic PR, and crisis communications. She specializes in client promotion, which requires global visibility for business development in international markets.

In this article, she outlines four PR communication trends specifically suited for CEOs. These strategies help strengthen brand visibility, build a strong reputation, and streamline the content creation process for PR materials.

Targeted PR for specific goals

Creating PR simply to build a good general reputation is a complex, abstract and costly process, notes expert Liubov Krasnoslobodtseva. The more effective approach today involves identifying narrow niches and building reputation around specific goals.

For instance, attracting investors requires content that demonstrates financial stability: case studies of successful projects, speaking engagements at investment conferences, and establishing the CEO's expertise within the industry.

Entrepreneurs seeking to relocate to the United States under an extraordinary ability visa must meet the visa’s formal criteria. This includes securing publications in reputable international industry media, earning recognized sector awards, and providing expert commentary to leading outlets.

For CEOs focused on strengthening their company’s employer brand, the most effective approach is to utilize HR-specific channels — developing content that showcases corporate culture, participating in HR-focused conferences, and pursuing inclusion in respected “Best Employer” rankings.

Don't waste budget investing in image-building activities that don't serve your specific goals, even if it seems like everyone else is doing it, including your partners. They may have completely different objectives and business models," the expert explains.

"For example, if you run a coffee shop focused on coffee culture and a friendly atmosphere, it's better to invest in building a social media community through content about coffee recipes, baristas, and brewing techniques. But if you're developing as a B2B brand supplying coffee equipment to cafes, then you should focus on trade shows and industry publications. It's crucial to choose relevant platforms where you'll see returns, rather than just having a presence in the information space."

To segment effectively, it is essential to define the ultimate objective of the PR campaign and the metrics by which its success will be measured. This approach accelerates results and simplifies performance evaluation.

Getting maximum value from each piece of content

Many companies continue spending large budgets on producing materials they use only once: expert articles, speaking engagements and interviews. This approach is not only ineffective, but also undermines the value of content investments, especially when positioning leadership or brand presence in media.

A single expert article can be transformed into short social media videos by adding voice narration. It can also become an infographic, analytical report, or series of posts exploring the issue. Conference presentation materials easily adapt for YouTube channels, can be cut into segments for Instagram Reels, and quotes can be extracted for the company blog.

"If you use material once and forget about it, you're just throwing away budget. I always build a system: what goes to social media, what to traditional media, what can be adapted for podcasts or Reels series," explains Liubov Krasnoslobodtseva.

Different audience segments prefer different content formats. Some consume in-depth analytical materials, others opt for short-form video, while some listen to podcasts during their commute to work.

Business events and conferences

Despite the accessibility of digital formats, offline events are increasingly becoming a kind of “premium channel” for building a professional reputation. Face-to-face interaction is perceived as a more valuable and scarce resource, which means it carries greater impact. CEOs and executives who ignore this tool miss the opportunity to quickly and subtly establish their positioning within the right professional circles.

This format works far better for building reputation when it goes beyond simply appearing on the speaker list and instead demonstrates active engagement before, during, and after the event. Preparation should be more than creating a PowerPoint presentation, it should be guided by a clear strategy. It is important to know in advance who will be in the audience, what their interests are, what value you can offer them, and what key impressions you want to leave. This approach is far more effective than passively taking part in a panel discussion.

During networking, it is more effective to focus on a few meaningful, in-depth connections rather than trying to “work the room” and meet everyone.

“Listen, ask questions, and share your own story. Don’t turn networking areas into a business card collection drive for your CRM — it’s far more productive to have two or three conversations where you clearly show how you can be of real value. That’s what people will remember you for,” emphasizes Liubov.

And one more point: a good event does not end with the closing reception. The strongest impressions are often formed not on stage, but afterward — through personal follow-up, useful post-event materials, and the way you reinforce the connection. One thoughtful follow-up can be more effective than any corporate presentation.

Contact base and long-term relationships

If a company has strong developments or valuable insights, it is important to share them without pushing for immediate publication. For example, after conducting a study, selected findings that are suitable for a broad audience can be well-packaged and sent to relevant industry media, with an emphasis on the value to the reader, rather than PR for PR’s sake.

“When you connect with journalists, bloggers, industry experts, or peers, it is important to understand from the start: this is not a one-off interaction. It is an entry point into a relationship. If the connection is established, when a journalist needs a comment on your topic, there is a high chance they will come to you first,” emphasizes Liubov Krasnoslobodtseva.

For systematic work with the media, it is important to maintain a journalist database, not just a “list of emails,” but one that includes their areas of expertise, preferred formats, and topics they cover. This makes it possible to pitch highly relevant content and build long-term relationships rather than one-off placements. It is equally important not to wait for news hooks, but to create them proactively.

Another powerful tool is thematic chats or closed groups for exchanging data, case studies, and insights. These function like an internal newsroom: they help gather material for articles faster, spot interesting agendas, and join industry conversations at the right time.

Four tactics that work right now: