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I work in PR and I have worked in media publishing. I see this every day. And if you’re a CEO, founder, or regional head quietly leading something brilliant but staying behind the scenes, you’re doing your brand a disservice. Because in 2025, being “press-worthy” isn’t about vanity. It’s a business growth strategy.

Visibility builds trust and trust builds revenue.

Here’s a stat that I read that I think you should too: 80% of adults say a CEO’s reputation directly influences whether they buy from that company. It gets better – people are 77% more likely to purchase from a company whose CEO is visible and active on social media. I know this for myself - I am the first to say that my personal brand profile from years in media publishing was a massive, key driver in the initial growth of my business. At the time, my professional profile touched on luxury, business and fashion, and my personal brand was all about trail running and endurance training. I will confess, the latter was not remotely 'strategic', but my honesty, vulnerability and relatability as I attempted outlandish races and puffed my way through outdoor summer training in Dubai resonated with people and built connection and trust.

Investors aren’t just backing the business – they’re backing you.

Nearly half of a company’s market value is directly tied to its CEO’s reputation. 77% of adults say they’re more likely to invest in a company if they respect its CEO. Visibility in the media builds that respect fast, and being consistent with good material that offers value and insight - it really is a force-multiplier. You can have the wildest pitch deck in town. But if your social media doesn't offer honesty and engagement, if you're not articulating a bold vision in key media outlets... don’t be surprised when your competitors attract not just attention, but business.

Great people want to work for great leaders (who are seen).

If you're on Linked In then chances are you're following what others are posting, and those interested in your company are scrutinizing it, too. 82% of job candidates check out a CEO’s presence before accepting a role and say they prefer to work for someone active on social media. We all respond to people we can identify with or relate to. Sharing your values and personality is, I believe, more effective than just sharing your logo and corporate marketing pillars.

Silence is not neutral

Staying quiet doesn’t make you look humble, it just makes you invisible. When Jola Chudy Consulting pitches journalists, I know those journalists do their due diligence and search our clients. If the business brand has no profile, a lot of busy editors might just assume it's not a story worth covering. Meanwhile, when there's a bit story in your industry, your competitor is the one swooping in with insights and thought leadership, making the most of the elevated media interest. As an example, we recently placed two of our clients in Tier One media outlets offering commentary about the recent news that AI will be taught in UAE schools. If you’re willing to have a point of view and put your name to it, you become someone worth quoting (and bonus points if you share a bit of your personality!)

Being the best-kept secret in your industry might feel safe. But it’s costing you deals, hires, and headlines. You don’t need to be famous to get coverage. You just need to be relevant, visible, and a little bit brave. And if you want help to make that leap, well, you know where to find me!

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