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CEO Communications &Executive Positioning —visibility for theperson at the top.

A leader is always communicating — silence included. The only question is whether the public image emerges by accident or by design. CEO communications makes sure the person at the top is perceived for what they actually stand for.

Updated: June 2026

I have advised leaders for more than 35 years at the intersection of business, politics and media — and for many of those years I was the spokesperson for elected officials and company leadership myself. I do not advise on executive positioning from a textbook, but because I held the role of the public voice for a very long time.

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What CEO communications is

What CEO communications is —
and where executive positioning begins

CEO communications describes the strategic public communication of a leader — towards media, industry, employees, investors and political stakeholders. It treats the person as an independent voice, not merely as the company's office-holder.

Executive positioning is the strategic core of it: the deliberate decision about what a leader publicly stands for. Most board members and managing directors are visible through their function — as "the CEO of X". Few are visible through a position — as someone who holds a recognisable, well-founded view on a particular subject. That difference decides whether a leader gets quoted, invited and asked.

Personal branding for executives is often mistaken for self-promotion. That is not what this is. It is about making sure the public image matches the professional substance — and that this substance is findable when a journalist, a business partner or an AI search looks for a voice on your subject.

One distinction matters: executive positioning is the proactive build-up of profile and authority. When the task is instead to protect or repair an image that has already been damaged, that is reputation management — a related, but different mandate.

Services

Four building blocks of
CEO communications.

Positioning strategy

It starts with a decision: which two or three subjects should your name stand for? A leader who comments on everything is remembered for nothing. We define your core topics, the message behind them and the audiences. The result is a profile that holds — on the website, on LinkedIn, in interviews, and in the person signals that AI systems read.

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Thought leadership & bylined articles

Thought leadership does not mean posting more, it means showing substance in the right place. One placed guest article in the right trade publication reaches the decision-makers in your industry more reliably than fifty generic feed posts. Support ranges from developing the topic to drafting articles and statements in your own voice — placed through a network grown over 35 years. Bylined external articles with consistent authorship are also one of the strongest GEO signals: AI systems recognise you as a voice on a subject and name you in their answers.

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Media appearances & interview preparation

The best strategy is worthless if the appearance does not land in the decisive moment. I prepare leaders for interviews, panel discussions and statements — not with PR phrases, but with the questions a journalist will actually ask, including the uncomfortable ones. That preparation comes from having sat on both sides.

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CEO communications at pivotal moments

A new CEO taking office, a change of strategy, an acquisition, a public position on a contested issue — the first weeks of a leader shape the narrative of their entire tenure. I guide these transitions with a clear roadmap. If a pivotal moment turns into a genuine crisis, crisis communications takes over — I know those transitions from practice.

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Consultant, not agency

No junior contact.
No delegation layer.

The most common objection to executive positioning is: "I have no time to constantly put myself on stage." Fair — and precisely why permanent presence is not the goal. A leader does not need 200 posts a year, but a handful of strong appearances and a position that holds. Substance beats frequency.

CEO communications is personal. An agency often works with a rotating team of account managers and juniors producing an interchangeable tone of voice — recognisably generic, barely backed by the person. As an alternative to a CEO communications agency, you work directly with the consultant who knows your subjects, hits your language, and stays the same point of contact for years.

"From 1994 to 2005 you led my press and public relations work to my utmost satisfaction."
— Rudolf Kraus (†), Parliamentary State Secretary

"Thank you very much for the training of the lawyers in our firm. They have already been able to put many of your practical tips into action."
— Heuking Kühn Lüer Wojtek

Track record

Spokesperson and adviser to
leaders since 1992.

Mandates from more than three decades of positioning leaders and institutions in public — a selection.

Period	Mandate	Sector
1992 – 2005	Spokesperson to the Parliamentary State Secretary · Rudolf Kraus, German Bundestag	Bundestag
2009 – 2012	Media adviser · Politicians in West & Central Africa	International
2009 – 2013	Spokesperson to the Chair of the Interior Committee · Bavarian State Parliament	State parliament
2009 – 2022	Spokesperson & Public Affairs Advisor · Nammo Defence Germany GmbH	Defence
2012 – 2017	Spokesperson & Public Affairs Advisor · SOCAR in Germany	Energy
2017 – present	Spokesperson & Public Affairs Advisor · IESE Business School	Education
2020 – 2023	Media Relations & Public Affairs Advisor · Embassy of the Republic of Kazakhstan	Diplomacy
2023	Public Affairs Advisor · EQS Group	Compliance

Transparency

Officially registered in the Lobby Register of the German Bundestag.

FAQ

Five
questions.

What is CEO communications? +

CEO communications is the strategic public communication of a leader towards media, industry, employees, investors and political stakeholders. It makes the person at the top visible as an independent, credible voice — not merely as the office-holder of a company. The goal is a recognisable position that matches the leadership role and reflects genuine substance.

What is the difference between executive positioning and reputation management? +

Executive positioning and reputation management move in different directions. Executive positioning proactively builds a profile: it defines what a leader publicly stands for and makes that position visible. Reputation management is defensive: it protects or repairs an existing image, often in the digital space. In practice the two interlock — a leader positioned clearly and early has a more stable foundation when things go wrong.

Which leaders benefit from executive positioning? +

Executive positioning pays off for board members, managing directors, founders, supervisory and advisory board members as well as heads of law firms and institutions whose personal visibility contributes to the business. It is particularly relevant when a leader steps into a visible role, represents a subject that needs explaining, or has to be credible in a market where they are not yet known — including across borders.

How much time do I have to invest as a leader? +

The time required is lower than most expect — because executive positioning is built on quality rather than frequency. A few focused sessions per month are usually enough: aligning on topics, approving contributions, targeted preparation before important appearances. I take on the bulk of the groundwork, so your time goes where only you can contribute — your own position and your own voice.

What does CEO communications consulting cost? +

Cost depends on the scope, duration and objective of the mandate. I work project-based — for instance positioning around a new appointment — as well as on a retainer for ongoing support. In a first confidential conversation we clarify what makes sense for your situation, and what does not.

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