This article was originally published on Forbes.com on October 19, 2023

RACHEL KULE, PURSUIT PR

Forbes Councils Member

With my work directly at the C-suite level, I find that some hesitate: "Should I engage with the CEO, CFO or COO?" There are concerns that the executive is just too busy. "Won't they hold us up?" some ask. And then there is the discomfort of being on the radar of The Boss.

While some of it may be true, we can all get in our own way when our mind plays tricks on us. The reality is that C-suite executives are the rainmakers of an organization. They can and should be key to external-facing initiatives.

If the C-suite is not involved in corporate communications, the company message will really be lackluster. The leader needs to give the company a real voice to connect with others—human to human. People trust other people, not entities. The executive team is best positioned to showcase their relatability and raise their eminence.

The Importance Of Unique Thought Leadership

As artificial intelligence (AI) increasingly turns information into a commodity and makes writing more bland, unique voices will be distinguished from peers. Effective thought leadership that captures and elevates the insights and expertise of company leaders broadens the potential customer base and builds a stronger corporate reputation.

When done right, it shapes, enhances and breathes life into media and marketing strategies by expanding the reach of ideas that help companies grow and thrive.

And yet, only 29% of C-suite executives judge their content as "very good or excellent" according to the 2022 LinkedIn-Edelman Thought Leadership Impact Report, while 61% find thought leadership to be more effective than traditional marketing.

Since rainmakers generate significant revenue for a company, they understand that communications must be constant to achieve superior results. Thought leadership that blends a rainmaker's unique style and purpose with authentic industry insights is better served than a generic approach.

How To Leverage The Power Of Communication

Effective C-suite communications propels executives into the spotlight as known, sought-after industry thought leaders. When the C-suite earns a positive reputation, so does the company. And as a thought leader advances, they have the potential to be the authority in their industry and elevate a company into a category leader. Increased visibility is a competitive edge.

There are several other effective ways to leverage the power of communication to drive revenue. Rainmakers merchandise thought leadership as part of sales efforts—at every opportunity. For example, executives:

• Apply their thought leadership to market research, including "news to use" to advance their position and explain market trends to clients.

• Integrate content into sales presentations along with key messaging for investor and board meetings.

• Amplify media coverage on social and web channels.

• Repurpose speeches, op-eds, videos and interviews across paid, earned, social and owned (PESO) channels.

This feedback loop of content generates more visibility and results across communications, sales and marketing. The net result of all these efforts is a stronger brand identity that puts your firm in the best position to thrive.

In a crowded media marketplace, companies need to be able to differentiate themselves more and more as the number of social media platforms continues to proliferate. In the process, rainmakers will be primed to amplify their insights, gain increasingly valuable mindshare and, in turn, set the foundation for sustained business success.