A Fresh Approach to Executive Profiles
Plenty of opportunity for main-character moments.
How often have you heard a client say, “This would be perfect for The New York Times!” Or better yet, insist their perspective on the market is “something The Wall Street Journal would definitely cover”? Yeah. We’ve all been there.
And I get it, there’s no denying their prestige. But prominence doesn’t always mean alignment. Those two publications prioritize national and global relevance, and the bar for a good story is far more nuanced.
The truth is, other options—often better options—are out there, but they can get overlooked.
We understand better than most the value of securing a high-profile interview for a CEO or senior-level client. A well-placed profile can establish them as industry visionaries, showcasing how they’ve navigated challenges and seized opportunities. Done right, it can open doors to keynote invitations, panel appearances, or even a Netflix docuseries. A PR girl can dream, right?"
But securing these features has become increasingly challenging. Competition is fierce, and standing out takes way more effort—and sometimes, more follow-up—than feels sustainable.
So, instead of endlessly chasing the biggest outlets, what if you broadened your strategy for 2025? Now, don’t panic—I’m not suggesting you abandon pitching a coveted opportunity like The New York Times’ Sunday Routine or The Wall Street Journal’s My Monday Morning. By all means, if you’ve got a client at that level, shoot your shot! What I am suggesting is that you cast a wider net to include equally impactful opportunities that may just surprise you.
The evergreen ideas below are designed to enhance any proactive pitching strategies, ensuring your leadership remains visible, relevant, and influential across a wide array of platforms.
The Ultimate Benchmark
A great profile in a national outlet is the Reese’s Peanut Butter Cup of media coverage—perfectly layered and universally loved. It’s where business strategy meets personal storytelling. These pieces don’t just amplify your leader—they elevate your entire brand, attracting investors, customers, and future employees alike. Here are some profiles I’ve really been liking lately:
Adweek’s Leadership Voices: Video interviews with the top talent in advertising, marketing, and media, where execs share insights into their work, their companies, and the latest trends shaping their industries.
Recent interviews: Carla Hassan - JPMorgan Chase’s Chief Marketing Officer and Jessica Sibley - Time Magazine’s Chief Executive Officer
Bloomberg’s CEO Diet: A new monthly roundup where executives from around the world share how they manage their time away from the office. So far, it’s included go-to breakfasts, guilty pleasures, airport habits, and more.
Recent interviews: Pablo Rivero - Resy’s Chief Executive Officer and Bryan Myers - Solidcore’s Chief Executive Officer
Business Insider’s Day in the Life: An inside look at the day-to-day lives of successful professionals across a wide range of industries.
Recent interviews: Susan Levine - Career Group Companies’ Chief Executive Officer and Piers Constable - Managing Director at Deutsche Bank
DUJOUR’s 24 Hours With…: A 24-hour journal offering a glimpse into the daily lives of a diverse group of founders, entertainers, and executives.
Recent interviews: Dana Perino - co-host of FOX News Channel’s The Five and Laney Crowell - Founder of Saie Beauty
ELLE’s Office Hours: In ELLE.com's monthly series, people in powerful positions share their first jobs, worst jobs, and everything in between.
Recent interviews: Artemis Patrick - Sephora’s Chief Executive Officer and Kelly Wearstler - Founder of Kelly Wearstler Interior Design
Fast Company’s Work Life: Less a column, and more a true section of the magazine/site, Work Life is a great spot to pitch a leader with productivity tips, career advice, or someone with an inspiring story of success (or failure).
Recent interviews: Duncan Wardle - Former Head of Innovation at Disney and Neil Costa - Founder and Chief Executive Officer of HireClix
InStyle’s How I Get Dressed: The way we get dressed every morning is as personal as it gets. How I Get Dressed unpacks fashion routines, rituals, and go-to’s—straight from the tastemakers themselves.
Recent interviews: Maria Dueñas Jacobs - Founder of Super Smalls and Fashion Designer, Rebecca Minkoff
New York Magazine’s How I Get It Done: Successful women talk about managing their careers, and their lives.
Recent interviews: Stephanie Wu - Eater’s Editor in Chief and Ilaria Resta - Audemars Piguet’s Chief Executive Officer
Podcasts are a Power Platform
In-depth podcast interviews are here to stay—they’re authentic, thoughtful, and deeply engaging when executed well. They offer your leader the chance to talk directly to the audience—unfiltered, relatable, and on their own terms.
Keep in mind: Podcasts are a much longer interview format, so you need to ensure you’re putting the right person forward for something like this. This is not the moment for short, bitesize quotes - you need a compelling storyteller, someone with a wealth of experience and the ability to engage listeners for the long haul (sometimes close to an hour). Choosing the right voice is essential here.
