Lead-service pitching
Quick, specific expert answers to reporters on deadline. How it works
Executive visibility
Executive visibility: getting company leaders quoted and heard
Executive visibility PR puts a company’s leaders in front of journalists, podcast hosts and conference audiences as experts.
Susan von Seggern builds executive visibility with three of her tactics: lead-service monitoring that answers journalist requests matching a leader’s expertise, podcast pitching for long-form interviews, and speaking at conferences. Her lead service work has placed coverage in the New York Times, Yahoo, HuffPost, Good Housekeeping and Best Life.
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How do you get a CEO quoted in the media?
The most direct route is to answer the questions journalists are already asking. Reporters post source requests on lead services and in their own emails and Substacks; Susan monitors five lead service feeds daily plus those direct channels, and pitches the requests that match a client’s expertise.
Quotes in released news help too. Remotesome’s launch release, for example, quoted CEO Srinivas Siva on why AI pilots stall, which gives reporters a ready line and a named expert to call.
Three channels for executive visibility
Podcast interviews
Long-form conversations where a leader can explain a point of view in depth, pitched as part of sustained outreach.
Conference speaking
Speaking or exhibiting at conferences is one of the event PR forms Susan uses, and it often leads to press interviews.
Who executive visibility suits
It suits founders, CEOs and specialists who can speak clearly about their field and respond quickly, often within hours, when a reporter is on deadline. It is especially useful for companies between announcements, when there is no release to send but plenty of expertise to share.
It suits leaders less well if they cannot be available or cannot speak on the record. In that case, a release-led plan around company milestones may fit better.
Part of the corporate PR services overview from Susan von Seggern.
Common questions
What is lead-service monitoring?
Lead-service monitoring means watching services where journalists post requests for expert sources, then pitching the ones that match a client. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists looking for leads directly. She has placed lead service coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life.
Do you pitch podcasts?
Yes. Podcast pitching is part of Susan von Seggern’s sustained media outreach pillar. Podcasts give executives and founders long-form time to explain their expertise, which is useful for corporate clients who want to be known as authorities in their field. Podcast outreach runs alongside pitching to print, online and broadcast outlets.
Is corporate PR worth it for a startup?
It can be, when the startup has real news to share. Susan von Seggern’s portfolio includes early-stage work such as IceWind’s pre-product buzz campaign and Geoship’s equity crowdfunding campaign. Startups with nothing announceable yet may get more from lead-service pitching, where a founder’s expertise answers journalist requests, than from a full release program.
Which PR tactics should we start with?
Start with the tactic that matches what you have. A dated milestone calls for a press release. An expert leader suits lead-service monitoring and podcast pitching. A gathering suits event PR. Ongoing visibility needs sustained media outreach. Susan von Seggern combines these four pillars into one individualized campaign for each client.
Can you guarantee media coverage?
No. Coverage cannot be guaranteed, because journalists and editors decide what runs. What Susan von Seggern offers is a framework built to improve the odds: sustained outreach to the right contacts, well-timed releases, daily lead-service pitching and events. Her lead service work has produced coverage in outlets including the New York Times, Yahoo and Good Housekeeping.
What should I prepare before hiring a publicist?
Bring a clear statement of the news, the date it becomes public, your audience and who can speak for the company. Background such as leadership bios, product details, photos and past coverage helps. For events, include the date, venue and any confirmed talent or sponsors, as the SewDown and Hollywood Carnival releases on Susan’s website show.