The #1 Mistake Leaders Make About Media Exposure (And How to Fix It)
Most executives misunderstand what media coverage actually does. Here’s how strategic PR can turn attention into lasting authority.
By Kim Brown, APR, Co-founder of Story and Strategy
In media, attention is cheap. Positioning is everything.
After nearly two decades in journalism and public relations, I can tell you with certainty: the biggest mistake leaders make about media exposure is confusing visibility with influence.
Yes, it feels good to be quoted. To be seen. But if that exposure isn’t tied to a clear strategic narrative, it’s a missed opportunity and often, a waste of time.
Media Coverage Isn’t a Vanity Metric
Executives often approach PR firms with the same request:
"We want to be in [insert dream publication]."
But when we ask, “Why?” - many don’t have a strategic answer.
The truth is, getting press isn’t the hard part. Getting the right press that reinforces your position in the market, strengthens stakeholder trust and builds long-term brand equity? That’s where strategy comes in.
Positioning > Publicity
Think of earned media like compound interest. One well-placed, well-framed story in a tier-one outlet can do more for your credibility than a six-figure ad campaign. Why?
Because:
It’s earned. You didn’t pay for it.
It’s credible. A journalist saw your story as newsworthy.
It’s strategic. Or at least, it should be.
That’s the difference between publicity and positioning. Publicity chases headlines. Positioning aligns every message with your long-term vision and values.
What Strategic PR Really Does
At Story and Strategy, we don’t just secure media coverage, we build reputations.
Our approach to executive visibility is rooted in three core questions:
What perception do you want to shift?
Who needs to believe it?
How do we earn the right to say it?
From there, we craft a narrative architecture that supports media outreach, thought leadership, keynote visibility and high-stakes moments.
When Should You Invest in PR?
If your goal is to:
Attract investors
Recruit top-tier talent
Navigate reputation risk
Break through industry noise
Be seen as a leader in your area of expertise
…then PR isn’t optional. It’s essential.
But only if you’re ready to lead with story, not ego.
A Final Word
If you're an executive or founder looking to elevate your presence through media, start by shifting your mindset. PR isn’t about being everywhere. It’s about being understood by the right people, in the right way, at the right time.
That’s where we come in.
Ready to lead with purpose, not just press?
