How to Turn Every Media Interview Into a Thought Leadership Opportunity For Your CEO (It’s Easier Than You Think)

Recently I was prepping a CEO for a major interview on how AI was impacting his industry. It was right on the heels of an industry report and the issue was being widely talked about by his circles.

The interview itself went well, but what we did afterward made all the difference. We turned his commentary into a LinkedIn post, a bylined op-ed, and even pitched his take to speak at an upcoming conference. What started as one media engagement became a month-long strategy to elevate his voice across the industry.

Media interviews aren’t just a one-off chance to promote your company, they’re one of the most underutilized tools in your CEO thought leadership toolkit. The real value lies in how you leverage the experience afterward—repurposing it into content, deepening relationships, and steering the conversation in your industry. 

Here’s how to turn every media interview into an ongoing opportunity to build your CEO’s personal brand as a respected thought leader.

Your Message Matters—Craft It Before You Speak

It all starts before the interview. The best CEOs prepare for every media opportunity regardless of how many times they’ve spoken to the press. I always tell my clients: “If you walk away from an interview without delivering three intentional key messages, it’s a missed opportunity.” These messages should reflect your broader leadership vision, your industry insights, and the values you want to be known for.

But preparation goes beyond knowing your messages —it's also about understanding the bigger picture. What is the journalist’s angle? How can your expertise add depth to the conversation? This is where techniques like bridging,  flagging and hooking come in handy. They allow CEOs and thought leaders to gently steer the discussion back to their core ideas, no matter where the interviewer leads.

Pro Tip: Research the journalist in advance—know their style, their interests, and what stories they’ve covered before. The better prepared you are, the easier it is to align your thought leadership messages with their angle.

Think Beyond the Interview—It’s All Content

Many CEOs overlook the opportunities that come after a media interview — the content generated in a 20-30 minute interview can fuel your thought leadership for weeks. The insights you shared with the media can easily be repurposed into blog posts, social media updates, or even an op-ed that dives deeper into your perspective.

I’ve had clients take one point from an interview and turn it into a three-part LinkedIn newsletter series, engaging an entirely new audience beyond the original publication’s readership. You can do the same by extending the conversation online, offering further insights, or posing questions to your followers. Every interview should be seen as the start of a broader dialogue—not just with the press, but with your audience.

Pro Tip: Always share the published interview on your social channels, tagging the journalist and outlet. Not only does this increase your visibility, but it builds goodwill with the reporter, who will appreciate the extra traffic.

Build Relationships, Not Just Soundbites

The reality is, every media interaction is a relationship-building opportunity. The journalist who interviewed you today could become a valuable ally tomorrow—if you nurture the relationship. Follow up after the interview, thank them for their time, and connect on LinkedIn if you haven’t already.

You don’t have to stop there. If your interview sparks new ideas, share them! Keep the conversation going by sending follow-up insights, pitching additional content, or simply offering to be a resource the next time they cover your industry. The key to long-term media success is treating journalists as partners, not just conduits for coverage.

Pro Tip: Journalists appreciate experts who can make their job easier. If you’ve got relevant data or can offer a deeper perspective, don’t hesitate to reach out post-interview. It helps build trust and positions you as a go-to voice in your field.

Media interviews are more than just opportunities to talk about your company—they’re gateways to positioning yourself as an industry leader. By preparing strategically, repurposing content, and building strong media relationships, you can turn each interview into a powerful thought leadership tool that continues to work for you long after the final question is asked.

Don’t let your next interview be just another checkbox on your media plan. Use it to shape conversations, engage with new audiences, and solidify your position as a CEO worth listening to. Thought leadership is built over time—every interview is a step along that journey.