Revisiting CEO profile opportunities (again, because it's important)
They're few and far between, but they still exist!
Executive profiles used to be everywhere—fueled by the era of founder worship when Elizabeth Holmes and Adam Neumann were media darlings. But after their spectacular falls from grace, the appetite for glorifying CEOs took a nosedive (and then there’s also shrinking media rooms, blah blah blah).
Still, executive profiles aren’t dead. They’ve just evolved. The bar is higher, the formats have shifted, and yes, legacy media still cares. You just have to know where (and how) to pitch them. Before we get into the outlets, two quick rules of the road:
Subject line = the column. Be blunt and name-drop it. “Corner Office pitch” or “Get Ahead idea” signals you’ve done your homework and know where your story fits.
Lead with the scroll-stopper. “25-year-old founder quits Meta, raises $20M” beats “Passionate entrepreneur with big vision” every time. Metrics win.
Onto what you came here for, the opportunities!
NYT Corner Office: The One That Got Away
It was a sad day for PR people when NYT Corner Office went away, but we were thrilled when it returned a few months back. Jordyn Holman revived this previously un-pitchable column and rewrote the rules. We’re looping back on this one to share them.
Forget founder origin stories. She wants to know how your CEO is handling chaos right now.
What’s working:
Lead with the politics, not the biography.
Frame your CEO as part of a broader national debate (think tariffs, DEI, recession fears).
Pitch leaders who are making tough calls, not just weathering the storm.
What she’s looking for:
Executives whose decisions have societal implications.
Companies that intersect with controversial issues (labor, regulation, health).
Clear, relevant ties to current news cycles.
What matters more than ever:
Geographic and demographic diversity. Jordyn is deliberately breaking the “coastal white male” mold.
Executives who reflect different regions, backgrounds, and business environments.
Litmus test: What is your CEO saying or doing that other leaders are afraid to?
CNBC Make It
We’ve covered this one before, but the opportunities and reporters have evolved so we’re doing an update.
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