CEO media visibility: a duty too long neglected
In an era where calls for transparency are louder than ever, you’d expect CEOs to be front and center in public debates.
Yet, time and again, we see top executives avoiding the media circuit like the plague. Talk shows are filled with the same familiar faces who are eager to share opinions on everything, while most CEOs—save for a few exceptions—remain conspicuously absent. It’s hard to blame them: the modern talk show has become less about substance and more about spectacle, often more of a media “pub” where guests risk being ridiculed rather than engaging in meaningful dialogue.
Exciting TV, poor conversation
Instead of fostering necessary dialogue, these media “pubs” prioritize confrontation, not for better understanding, but because it makes for exciting TV. The setting is often designed to humiliate, not to allow for a meaningful contribution from serious players. For CEOs responsible for millions of customers and employees, where’s the room for thoughtful engagement when the environment is hostile from the outset? As a result, we rarely, if ever, hear from the people who make the most impactful decisions in society. This avoidance of the public eye is a missed opportunity—and a failure both for CEOs and the media.
Fear of public reckoning
CEOs often retreat into the safe confines of their organizations, far away from the cameras and public scrutiny. Why? They fear the inevitable backlash. In a world where every comment is dissected and judged, the stakes are high. One misstep, and the media or public outrage machine could put the company’s reputation on the line. But that fear is counterproductive. By avoiding the spotlight, CEOs lose control over their own narrative. And in an environment where public trust in large companies is already fragile, maintaining silence is the worst move they can make.
The lack of leadership
Let’s face it: CEOs avoiding the public stage also speaks to a larger issue—a lack of true leadership. A CEO who refuses to engage publicly not only fails their company but also fails society. We demand constant accountability from politicians, so why not apply the same standards to corporate leaders? Companies shape our lives as much, if not more, than governments. Yet we let their leaders off the hook with occasional press releases or vague LinkedIn posts.
CEOs wield influence beyond quarterly earnings or shareholder value. Their decisions impact the environment, working conditions, technology, and social responsibility. If they don’t engage in public conversations about these critical issues, who will? We need CEOs who are willing to stand up and articulate their vision, not just in polished annual reports, but in difficult, sometimes uncomfortable, public debates.
The media’s responsibility
The media also share the blame. Instead of engaging CEOs in meaningful conversations, they often fill talk show panels with opinion makers who have nothing to lose. One-liners and soundbites take precedence, while the pressing questions that affect us all are left unasked. Why do we only invite CEOs to the table when there’s a scandal? Why don’t we ask their views on sustainability, technological advancement, or social inequality? By failing to ask these questions, we keep CEOs out of the public arena—precisely when they should be leading it.
Visibility as a moral duty
It’s time for CEOs to recognize that media visibility isn’t optional—it’s a moral obligation. Their responsibility extends beyond employees and shareholders to society at large. By staying in the shadows, they create a vacuum that gets filled by critics, competitors, or worse, public mistrust. For CEOs of publicly traded companies, especially those with skyrocketing compensation packages, the expectation is even higher. Increased pay comes with increased responsibility—not just to shareholders, but to the broader community.
External and internal: communication as a compass
Media visibility serves an internal purpose as well. When CEOs publicly outline their company’s direction, it provides clarity and inspiration internally. Employees look to their leaders for guidance, and how those leaders communicate externally can shape company culture and reinforce its mission. Consistent, transparent messaging in the media can boost morale, align teams, and clearly define what the company stands for.
Society is demanding transparency and leadership, and today’s CEOs need to rise to the occasion. They should embrace the challenge of going public—sharing their stories, acknowledging their mistakes, and presenting a vision that goes beyond quarterly profits. This is not only good for business; it’s essential for fostering a healthy, transparent society.
CEOs, it’s time to step out of the shadows. The public stage may not always be comfortable, but that’s no excuse to remain silent. The debate needs your voice—imperfections, doubts, and all—because only through genuine conversation can we address the issues that truly matter.
More articles like this
Creative that Connects
We’re strategic designers, storytellers and creative thinkers that deliver creative that connects, design that doesn't sit in isolation.
