Fortune 500 CEOs are often in the media spotlight by virtue of the high profile company they lead. But how can CEOs of other significant, but slightly smaller companies stand out? In this series, FTI Consulting explores the behavior of and engagement opportunities for CEOs of companies outside of the Fortune 500.
So far in this series, we have touched upon key messages articulated by the CEOs of companies just outside the Fortune 500, and the importance of choosing the correct medium; specifically, the often-overlooked value of wire services. Now, we’re adding an additional and important layer to the equation: timing.
In our review of top wire services including Business Wire, Dow Jones Newswires and Reuters, we found that peaks and valleys in CEO mentions followed a similar pattern to the timing of quarterly and yearly earnings reports.
In February 2015, the most notable spike in CEO mentions occurred, at a total of 94 mentions, right after most companies releasing their 2014 earnings reports to investors and shareholders through wire services.
Conversely, the biggest dip in CEO mentions and quotes appeared in the months of June and December, with a low of 26 mentions of CEOs in wire services occurring in June. Both troughs reflect a seasonal reduction in company activity due to market trends and holidays.
This isn’t particularly surprising of course. But it’s a critical important data point for leaders and communications teams looking for the ideal time to increase executive visibility efforts.
While earnings reports may seem like a natural time to release CEO commentary, it is the troughs that represent the greatest opportunity for whitespace. Because these are periods of low activity, a CEO of a company outside of the Fortune 500 can stand out, and have their message heard in what will often be a less crowded space.
By taking advantage of wire services, choosing their message wisely, and staying active in the low-activity months, a CEO can increase his or her odds of grabbing attention.
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.