As AI reshapes how buyers discover and evaluate vendors, the old PR playbook is dead. Most agencies still sell press mentions and impression counts—metrics that don’t close deals or raise capital. Communication is about connecting your stakeholders and I’ve seen time and again how executives that communicate well grow a lot faster.
Smart executives in 2026 are asking different questions. Here’s how to find a partner who understands that visibility is revenue architecture, not marketing theater.
1. “Can you explain the difference between personal branding and executive visibility?”
Most agencies confuse personal branding (LinkedIn influencer theater) with executive visibility (strategic positioning that drives business outcomes). One gets you likes. The other gets you deals.
Almost 60% of decision-makers said a piece of thought leadership directly led them to award business. Research by IBM’s Institute for Business Value found thought leadership informed 80% of CEOs’ buying decisions and yielded an ROI of 158%—roughly 16× higher than average marketing campaigns.
Look for partners focused on business outcomes (deals, funding, pricing power), not vanity metrics like followers or engagement.
2. “How do you approach media training differently for the AI era?”
Traditional media training focused on sound bites for journalists. But in 2026, executives need to deliver messages that signal authority to AI systems, work across podcasts and video interviews, and build credibility with buyers who research independently.
Look for multi-format training that focuses on demonstrating expertise across channels, not just staying on message during press interviews.
3. “What’s your process for identifying competitive white space?”
Without clear positioning in unique territory, you’re just another voice saying the same things. 55% of decision-makers use thought leadership content to evaluate and shortlist businesses—but only if that content demonstrates a unique perspective.
Red flag: “We’ll highlight what makes you better than competitors.”
Green flag: “We map your competitive landscape to identify white space you can own—territory where you have unique expertise. We position you as different, not better.”
4. “How do you balance thought leadership with defending existing revenue?”
Most agencies focus exclusively on new business acquisition. But 54% of C-suite leaders realized other suppliers had better understanding of their challenges after reading competitor thought leadership.
While you’re chasing new deals, competitors are stealing your existing clients through content. Look for partners who understand thought leadership serves both offense (winning new business) and defense (protecting existing revenue).
5. “What’s your stance on buying followers, engagement pods, or paid amplification?”
There’s a massive difference between organic authority and manufactured visibility. 66% of buyers say they won’t work with providers who produce poor thought leadership. Inauthentic engagement damages credibility faster than invisibility does.
Look for a strong ethical stance against manufactured engagement and focus on earned authority, not purchased visibility.
6. “How do you handle messaging when a client operates in multiple verticals or serves different audiences?”
Trying to be everything to everyone dilutes your authority. More than half of decision-makers and C-suite leaders spend an hour or more per week reading thought leadership—they’re looking for focused expertise, not generalist perspectives.
Look for frameworks that maintain consistent authority across audiences while adapting messaging. Jack-of-all-trades positioning kills credibility.
7. “What happens if we disagree on content direction or strategy?”
You’re hiring strategic counsel, not order-takers. The right partner pushes back when your instincts conflict with what actually builds authority. Data says 38% of buyers feel thought leadership often lacks direct relevance to their specific needs.
Red flag: “We’re flexible and work with whatever direction you prefer.”
Green flag: “We’re strategic partners. If we believe your content direction won’t build authority, we’ll tell you why. You hired us for expertise, which means sometimes we’ll push back.”
Your Corporate Communications Partner in Toronto
At Verified Communications, we built the Executive Visibility & Authority Program specifically for executives who understand that visibility is revenue architecture. We build strategic infrastructure across three pillars: messaging foundation & strategic positioning, authority-building content for AI discovery, and multi-channel visibility execution.
Let’s talk about what strategic infrastructure actually looks like for your business.
About Verified Communications: Toronto-based strategic communications firm founded by Victoria Kirk in 2016. We’ve worked with Gap Inc., Amazon, Walmart, and partner with clients that demand big-brand thinking without the big agency bloat.
Connect with us today.
