Personal branding in PR, and why it’s more important than ever.
Building a strong personal brand is, I think, vital in a modern working world where job security is…
Component 03 · Strategy
ABCD Leadership Story
Authentic. Backed. Competent. Destined.
A framework for developing spokesperson messaging and identifying the right communication role, turning founders and leaders into credible, media-ready voices.
The leadership story underpins the pitch for the founder or CEO. It aims to tick the key things a journalist looks for when considering whether to do a profile, and is ideally aligned with — but adjacent to — the brand message.
A business leader should always have the same four key messages, each supported by proof points and examples that bring them to life. If the leader cannot support these statements with facts, the PR job is much harder.
ABCD in detail
- Authenticity
- Does this person care about the company mission? — “I care about this business and the people it serves.”
- Backers
- Is this business trusted and respected by other people? — “Other people trust our business.”
- Competency
- Is the business delivering, and does it have the facts to prove it? — “This business is commercially successful.”
- Destination
- Does this person have a vision for the company and the category? — “This business has a clear mission and a bright future in a growth category.”
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