Here is What the Top Communicators Do Differently to Make Executive Thought Leadership Unforgettable

This final article in CommPRO’s executive thought leadership series pulls back the curtain on what truly separates ordinary executive content from extraordinary leadership platforms. After exploring foundational strategies and real-world playbooks in our previous pieces, we now dive into the creative and strategic process behind high-impact executive visibility—guided by two elite communications leaders: Linda Descano, Global Chief Integration & Marketing Officer at HAVAS Red, and Jennifer Curley, Founder & CEO of Curley Company.

With decades of experience driving results at the highest levels of business and media, they explain how to build executive content that connects, aligns, and lasts.

Building a Platform with Purpose

At HAVAS Red—a global PR powerhouse spanning 14+ markets—executive thought leadership isn’t just about visibility. It’s about building a credible, compelling personal brand rooted in authenticity and aligned with business strategy. Linda Descano leads this effort through Peaks by HAVAS Red, a service she describes as “a multichannel executive branding service that helps executives develop, build and maintain an authentic, compelling personal brand aligned with their organization’s brand identity, as well as delivering business impact.”

Their work begins with a full visibility audit of each executive, including social presence, media coverage, internal feedback, and interviews to assess the executive’s Profession, Purpose, Passion, and Personality. “We bring rigor to the personal branding process that is highly customizable and scalable based on the executive’s ambition, priorities, and communication style,” said Descano.

But this isn’t a one-size-fits-all approach. “We don’t simply think about the obvious ones, such as media relations or LinkedIn,” she explained. “We look at board involvement, nonprofit partnerships, and participation in influential industry councils—anywhere that can build meaningful relationships and extend influence.”

Authenticity is the New Currency

Jennifer Curley, whose Washington, D.C.–based Curley Company has helped organizations shape public conversation for over three decades, says the key to breaking through is staying real. “Authenticity is no longer optional; it’s the currency of credibility,” said Curley. “Audiences today are highly attuned to corporate jargon and polished soundbites. Leaders who communicate with transparency and a genuine point of view are the ones who build trust.”

Curley points to Microsoft’s Satya Nadella as a model executive voice: “He consistently reinforces the company’s commitment to sustainability, accessibility and ethical AI—not just in words, but in actions.” It’s this kind of alignment between what’s said and what’s done that builds enduring trust and recognition.

Recognizing the need for structured storytelling, Curley’s firm recently launched the Executive Impact Accelerator. “We created a simple way to identify and refine a leader’s platform,” she explained, “then put it into motion through tailored executive visibility strategies.”

Strategic Storytelling that Resonates

Both Curley and Descano agree that storytelling—not stats—is what sparks attention. “Facts inform, but stories inspire,” said Curley. “The most successful media voices don’t just state what happened. They explain why it matters through human-centric stories.”

At HAVAS Red, this philosophy drives their content development. “Our goal is to create a personal branding idea, or PBI, that is authentic to the executive’s style and personality—and aligned with the organization’s overarching values and voice,” said Descano. “Then we activate it across all territories: media, social, industry events, and peer-to-peer spaces.”

This approach ensures that an executive’s message stays consistent, no matter the format—be it a keynote speech, podcast, LinkedIn post, or op-ed.

Choosing the Right Channels and Formats

The medium matters as much as the message. “A powerful message loses its impact if it’s not reaching the right audience,” said Curley. Her team evaluates not just the platform—whether it’s LinkedIn, The Wall Street Journal, a podcast, or Substack—but also the format. “A complex idea might not land in a LinkedIn post but could thrive on stage or in a conversation,” she added.

HAVAS Red takes a similarly dynamic view, building executive engagement calendars that align with company milestones, industry events, and personal passions. “We consider everything from format preferences—fireside chats vs. keynotes—to seasonality, like leveraging an executive’s interest in marathons to connect with audiences around endurance and performance,” said Descano.

Defining and Measuring Success

Both firms are laser-focused on impact, not vanity metrics. “We subscribe to Stephen Covey’s mantra of ‘begin with the end in mind,’” said Descano. She noted that HAVAS Red defines success based on specific goals: “For media relations, we measure interviews and placements, prominence of the executive in those placements, and percentage in priority outlets. For LinkedIn, we track follower growth—especially non-affiliated followers—and engagement rates.”

Curley sees success as measured not just by reach but by resonance. “The most compelling voices are not just heard in the moment—they are remembered for years to come,” she said. “Our aim is to spark conversations, earn trust, and leave a lasting impression.”

What the Best Do Differently

What separates the most successful executive communicators from the pack is clear: they lead with substance, build from truth, and scale with strategy. They don’t just seek exposure—they pursue impact. They create platforms that reflect the real people behind the titles, then share those stories with precision and intention.

As this three-part CommPRO series concludes, one takeaway stands out: in a noisy, distracted world, executive thought leadership isn’t about talking louder. It’s about saying something meaningful—and saying it well. The leaders who rise aren’t just present. They’re unforgettable.