This week’s Summit Replay is a must-watch for anyone responsible for shaping executive visibility, managing brand perception, or prepping spokespeople for high-stakes interviews.

Kristen Viersen, Director of Communications at Burger King US&C, walks through how she helped shift the brand’s narrative through a carefully timed executive media tour—and shares how you can do the same, no matter your company size.

From planning the moment to executing the prep, Kristen breaks down the strategies that helped Burger King’s new president build trust, earn top-tier media coverage, and spark a ripple effect of reputation change.
 

Key Takeaways & Timestamps

• Don’t rush the moment. Wait until early wins are visible before launching your tour. You need proof, not just a plan. → 5:15
• Prep isn’t one-size-fits-all. Tailor media coaching to each exec’s strengths—and quirks. → 13:30
• Keep key messages simple and structured. Use the “Headline → 2–3 Key Points → Supporting Proof” model. → 19:20
• Make mock interviews feel real. Pick a reporter, stay in character, and don’t help them out mid-answer. → 26:10
• In-person > virtual. The elevator rides and coffee breaks build trust—Zoom can’t replicate that. → 30:30
• Media tours spark long-term impact. One successful tour led to stronger relationships, better headlines, and more inbound interest. → 34:20

Whether you're prepping for a product launch or reshaping perception after a rough patch, this is a practical playbook for getting it right—start to finish.