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.
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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.
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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.
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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.
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