At PANBlast, we thrive when our B2B SaaS client CEOs understand the importance of strategic communication and actively embrace and participate in it. On the flip side, we’ve also seen CEOs impede the program’s success in a big way.
Working with hundreds of CEOs and founders over 20 years, what characteristics help or hinder a SaaS PR program’s success? We’ve identified four key traits that consistently make a significant difference in our ability to generate impactful results and build lasting brand recognition.
1. They Understand the Importance of Brand Building and See It as a Non-Negotiable Investment to Build Trust
We’ve seen firsthand greater PR program success when CEOs view PR (and holistically, brand building) as a fundamental business pillar, much like sales or demand gen functions. This understanding fosters a willingness to invest in long-term strategies, seeing how brand spend affects demand over time. This commitment to building a credible brand voice strengthens trust with both potential customers and the media, making our PR programs more impactful.
Example: Our work with Bloomreach is a prime example of executive buy-in for PR. With the CEO’s (and the entire C-suite’s) support and participation, outstanding results were achieved, including 30 media wish-list wins over our 2-year relationship.
2. They Trust Their Marketing Team
Micromanagement from the top can cripple even the most well-intentioned PR efforts, and even stall the investment up front. We’ve experienced the frustration of navigating layers of unnecessary approvals, which not only slow down our work but also undermine the marketing team’s expertise and morale.
Conversely, when a CEO empowers their marketing leadership and trusts their judgment on PR matters—from byline development to media strategy (yes, trade media is important!)—we can operate efficiently and deliver impactful results. This trust fosters a collaborative environment where creative ideas flourish and strategic execution is seamless. Clear communication and well-defined roles are often key to building this essential trust.
Example: A newer client’s CEO said he wanted to review and approve all bylines we wrote on his behalf before they were sent to publications. Fair! After reviewing our first piece, however, he felt comfortable with the quality and empowered the marketing team to run point on approvals moving forward. We understand it can be uncomfortable for an executive to relinquish control over content going out on their behalf. However, it’s an important step: showing trust in the marketing team and enabling us, on the PR team, to work quickly.
3. They Participate and Prioritize Media Opportunities (and Trust Other SMEs to Do the Same!)
We often say that media opportunities are like a gym membership. You have to engage with it to see growth. While we understand the demands on a CEO’s time, their willingness to engage with key media outlets, whether through interviews, podcasts, or contributed articles, significantly elevates the company’s profile and sets a positive example for the rest of the leadership team.
When the top leader actively participates in and prioritizes press opportunities, it often encourages other SMEs to step forward and share their expertise, broadening the scope of potential media coverage. Proactive planning, clear communication of value, and efficient briefing processes are crucial to effectively secure a busy CEO’s time.
Example: Amy Brown, CEO of Authenticx, participated in nearly every media opportunity we brought her over our three-year relationship. This resulted in a Forbes feature, numerous trade opportunities, and an SXSW speaking slot.
4. They Are Willing to Make Bold Statements
In a crowded market, playing it safe rarely captures attention. Consider the difference between saying, “AI helps businesses improve efficiency,” versus “Companies not embracing AI will die a quick death, failing to exist in the next three years.” The latter is memorable, thought-provoking, and invites conversation.
A CEO’s willingness to articulate a strong vision and make impactful pronouncements can significantly elevate their company’s narrative and resonate with key audiences. Our role at PANBlast is often to help CEOs articulate these bold ideas in a compelling and credible way, ensuring they align with the company’s overall messaging and resonate with the target audience.
By partnering with CEOs who embody these qualities, PANBlast can drive meaningful results, maximize the value of a PR investment, and help SaaS companies achieve their communication goals. A strong leader who understands, trusts, participates, and isn’t afraid to be bold is not just a client, but a true partner in success.
Looking for help with your PR program? Drop us a line!