Mastering Messages and Media Leadership Insights
-From Donatella Giacometti
In today’s hyper-visible world, every executive is a media executive. Whether you’re speaking to investors,
employees, customers, or the press, how you show up matters just as much as what you say.
In this fireside conversation on Asset TV, Donatella Giacometti, President and Chief Communication Strategist of
CEO Media Coach, shares how leaders can master their message, strengthen executive presence, and become truly camera-ready.
Drawing on experience across private equity, financial services, life sciences, and technology, Donatella explains why
communication is a strategic business asset — not a soft skill.
Why Executive Communication Is a Competitive Advantage
Executives aren’t judged only by performance metrics. They’re evaluated by how effectively they communicate under pressure,
in public, and in moments that define their brand.
“You don’t get ready — you stay ready.”
From earnings calls and roadshows to fireside chats and panel discussions, leaders are constantly in the spotlight.
Those who prepare their message in advance and deliver it confidently gain a powerful edge.
When Should Executives Consider Communications Coaching?
Donatella recommends thinking in terms of a planning calendar — not emergencies. Coaching should begin before high-stakes moments arrive, including:
- IPOs and roadshows
- Earnings calls
- Media interviews
- Board presentations
- Fireside chats and conferences
- Promotions and succession planning
- 360-degree leadership assessments
“If it’s on your calendar, you should be preparing your message.”
What It Really Means to Be Camera-Ready
Being camera-ready isn’t about memorizing scripts. It’s about owning your story.
Every executive should have:
- A 60-second elevator pitch
- A clear beginning, middle, and end
- A personal word bank of key phrases that define their brand
“You want to be ready with the vocabulary, the message, and the confidence to deliver it — even when the moment is unexpected.”
Why Soft Skills Are Now Power Skills
Technology and AI are transforming business — but they can’t replace human connection.
“Soft skills are people skills — and people skills are power skills.”
Donatella highlights the leadership qualities that now matter most:
- Gravitas
- Authenticity
- Likability
- Emotional intelligence
- Executive presence
Executive Presence and Company Valuation
Research backs this up.
“Stanford Business School found a direct correlation between executive presence and IPO pricing.”
When analysts removed what CEOs actually said and focused only on tone of voice, body language, and presence,
those non-verbal cues were what most influenced valuation.
In other words: how a leader shows up can directly affect how much a company is worth.
How CEOs Are Trained Behind the Scenes
Every executive begins with a personal brand SWOT analysis:
- Strengths
- Weaknesses
- Opportunities
- Threats
From there, training is tailored and realistic:
- Mock Q&A
- On-camera practice
- Role-playing
- Body language coaching
- Multi-camera awareness
- Hot-mic training
“Our job is to make sure nothing surprises you — so when the moment arrives, you’re ready.”
Does Industry Matter?
Different sectors may use different terminology, but the fundamentals stay the same.
“Your face, your voice, and your presentation are what help people decide why they should invest or buy.”
- Be concise
- Translate complex ideas
- Connect with diverse stakeholders
- Inspire trust
How Executive Coaching Fits Busy Schedules
Coaching is designed to be a force multiplier — not a time drain. Typically:
- One hour per week or bi-weekly
- Structured in quarterly cycles
- Most prep happens behind the scenes
“Executives should feel this is a good use of their limited time — because it pays off everywhere.”