CEOs as the essential key to corporate positioning

Leaders in every sector—from multinationals to family businesses and startups—nowadays have a broader role than simply managing their organization. They represent their company and brand as ambassadors, attract new talent, guide digital transformation, and convey the message of sustainability. Our PR Director, Pim van Houten, shares insights on how Dutch top managers can optimally position themselves in this complex communication landscape and develop an authentic voice.

One of my first experiences with CEO positioning was with a client in the mobility sector. He quickly became recognized as a thought leader within the Dutch business media. Interestingly, he was often approached after an interview in which he shared personal details, such as his passion for a well-known football club. This illustrates the power of authenticity; people are drawn to human elements. When leaders are willing to show a human side, rather than only repeating prepared press messages, they become more engaging and approachable.

We help our clients use social media effectively by providing strategic and content guidance, while ensuring their own tone and values come through. More and more Dutch leaders are getting a sense of what to share and when to share it, often complemented by personal photos that add an exclusive and personal feel to their posts.

However, building a relationship of trust with a CEO requires open collaboration and a solid thematic foundation. Our process always begins with an extensive analysis, using monitoring tools to identify relevant topics. With this information, we create a thematic framework and define focus areas that are appropriate for our Dutch clients.

We then take time with the CEO to discuss goals, visions, key messages, challenges, and personal elements that should come across in communication. This forms the basis for a unique communication profile, which is used to position them across various channels.

Next, it is important to bring these defined messages and stories to the right Dutch media outlets. We continuously evaluate the results to ensure they contribute to the established goals. CEO positioning is not a sprint; it is a long-term process that requires dedication, patience, and perseverance. Even the most experienced leaders do not become influential voices in the Netherlands overnight.

A successful collaboration hinges on good chemistry. Without mutual trust, it is difficult to achieve sustainable results together. Every CEO must be aware of the time and personal commitment required for effective positioning. A long-standing client, who co-founded an IT brand, immediately embraced this idea. He recognized the power of authenticity in his communication and knew that his personality, combined with products that resonate with Dutch consumers, was essential for his brand positioning. Over the past few years, we have been able to generate valuable exposure for him. His direct involvement as a contact person also ensured short lines of communication, which is a significant advantage in this era of real-time communication. The media appreciates not only the substantive insights of executives but also their quick availability.

Finally, I consider my role as an advisor in CEO positioning to be particularly rewarding. It enables me to work with inspiring Dutch leaders who have broadened my horizons. This collaboration provides a strong foundation for long-term relationships and mutual success.

Pim van Houten is PR Director at Serviceplan Amsterdam. Together with his team, he is further developing the Executive Communications expertise, working with a wide range of small and medium-sized businesses, innovative Dutch startups, and well-known national and international brands.