From Vision to Connection: How Greenough Communications is Shaping Authentic Executive Presence

We’re excited to announce Kenneth Craig’s promotion to Head of Executive Communications & Visibility at Greenough Communications! Kenneth’s thoughtful and strategic approach to executive presence has made him a standout leader in our industry. With him at the helm, we’re poised to elevate our clients’ thought leadership, helping them shine in a crowded marketplace, excel across new media, and captivate audiences at major industry events.

Kenneth brings over a decade of experience as a broadcast correspondent, both behind and in front of the camera, fueling his passion for connecting people with stories that matter. For him, executive communications goes beyond image-building—it's about fostering authentic connections that engage and inspire. In this conversation, Kenneth shares his insights on the evolving role of executives, shifts in the media landscape, and what it truly takes to captivate an always-on and always-watching audience.

Q: Why is executive thought leadership so critical to a brand?

A: I would challenge anyone to think of some of the most iconic companies in the world—companies like Apple, Meta, Tesla, Microsoft, and Nvidia. What often comes to mind first are their visionary leaders, the faces and voices that define the brand’s identity. No matter the company’s size, this presence is crucial. Brands can’t speak for themselves. They need leaders who actively embody and champion their values.

Beyond building a brand, executive communications meets a fundamental human need: connection. People crave authenticity and want to understand the principles driving the companies they interact with. Leaders—those who propel their organizations toward greater intelligence, innovation and impact—are central to creating this connection. Executive presence isn’t merely about visibility. It’s about sharing a vision, inspiring belief and guiding people toward a common goal.

For stakeholders, from investors to employees, it's not enough to just know the company's direction - they need to connect with the values, personality, and authenticity that the leader brings. This visibility and connection fosters trust, inspires loyalty, and elevates the brand beyond just a logo. Executive communications create that bridge, cultivating a sense of unity and purpose that goes beyond just products or profits.

Q: How have executives’ roles changed in recent years?

A: Executive roles have transformed dramatically, driven in part by the evolving workforce. The modern workplace is more multi-generational than ever, with five generations coexisting and, increasingly, Gen Z becoming a significant force. This demographic shift demands a change in leadership style. Younger generations want to hear from their leaders and expect transparency, empathy and authenticity. They value a two-way communication channel rather than a top-down approach.

Where leaders once could operate behind office doors, today’s executives are called to be present and engaged, both internally and externally. Gen Z, in particular, values leaders who can communicate openly, adapt to new digital spaces, and bring a sense of purpose and social consciousness to their roles. This change pushes leaders to reconsider not only how they communicate but what they stand for and how they express that commitment across all audiences.

Q: How has this shift in focus changed the media that matters?

A: The media landscape has changed profoundly. Where we once relied on traditional outlets—print publications, network television, and scheduled programming—we now operate in an "always-on" digital world. Media is more fragmented than ever, with audiences consuming content through a vast array of platforms, from YouTube and podcasts to newsletters and social media feeds. The days when top-tier newspapers or major network interviews were the only “serious” media options are long gone.

Today, digital-first content is often the primary source of information. While a print article might attract a few thousand views, a CNBC digital video clip can reach millions on YouTube. Even our new hires report that they’re getting news from sources that didn’t exist a decade ago. This shift requires executives to be versatile in their media strategies, adapting to various platforms and understanding the unique audiences each one reaches. For instance, reaching Gen Z often means having a presence on YouTube, Instagram or podcasts—spaces where they’re already engaged.

According to Pew Research Center, more than one-third of adults under 30 regularly turn to TikTok for news. With these platforms rising in popularity, audiences are increasingly seeking information from independent creators and niche influencers.

These changes signal a need for brands and leaders to rethink how they connect. Success today lies in finding the right platform and delivering authentic, targeted messaging that resonates with the audience in the places they’re already consuming information.

Q: Why is this role a passion for you, and what sets Greenough Communications apart?

A: Storytelling has always been in my DNA. I was the kid in class who asked endless questions, always eager to uncover people’s stories. That curiosity naturally led me to journalism, where I had the privilege of working in news markets up and down the East Coast, interviewing a diverse range of people and developing a deep admiration for leaders who could truly communicate and inspire.

Over time, I realized my passion extended beyond reporting—I wanted to help leaders not only refine their communication skills but also amplify their unique stories. At Greenough, I have the privilege of working with clients to bring out the “why” behind what they do, articulate their vision, and craft stories that resonate deeply with audiences.  

What truly sets Greenough apart is our expertise in understanding not just media but all the key channels that shape influence—new media, events, speaking engagements, awards, and more. We know where it matters for leaders to be seen and heard. For instance, we worked with Columbus McKinnon CEO David Wilson to position him as a thought leader in robotics and automation, culminating in a feature in The Wall Street Journal’s “Future of Everything” series on the future of delivery systems.

Our team has also collaborated extensively with Bhaskar Chakravorti, a dean and researcher at Tufts University’s Fletcher School, positioning him as a go-to authority on misinformation. Bhaskar has become a regular source for The New York Times and many other prominent outlets, helping inform the national conversation on critical topics like misinformation and social platforms.

We’re equally proud of our ongoing work with GlobalFoundries CEO Tom Caulfield, who has been repeatedly featured on CNBC and Bloomberg. Caulfield has also shared his insights in a lecture series at Columbia University, reaching future leaders and building connections beyond broadcast.

We are also supporting executive coach and TEDx speaker Stephen Kohler in refining his voice and profile, leading to a Fast Company  feature on the importance of “empathetic pragmatism” in leadership.

At Greenough, we’re not only committed to our clients’ growth but to executive positioning and presence across our agency. By making this a core strength for every team member, we ensure we’re a powerful partner for our clients and a place where our people grow their own zones of genius.  

Q: What is needed to have a presence that transcends new channels and captivates an audience?

A: One word: authenticity. In a world where information is everywhere, audiences are incredibly savvy. They can spot inauthenticity a mile away. The leaders who truly stand out are those who aren’t afraid to share the real story behind the polished image. They embrace the challenges and share the moments that have shaped them. These are the people who make us think differently, who inspire us, and who build meaningful connections.

Authenticity is the cornerstone of a strong presence. It’s what allows leaders to resonate across diverse platforms and audiences, whether they’re writing a thought leadership piece or engaging in direct-to-camera social media. A truly impactful leader doesn’t just speak - they make people feel seen, understood, and motivated to be part of something larger.

Q: Who are some of your favorite speakers, and how have the “stages” they speak on evolved?

A: My top three favorites are Amanda Gorman, Brené Brown, and Pete Buttigieg. Each of them exemplifies the qualities I value in a speaker: authenticity, vulnerability, and a powerful connection with their audience. Gorman’s poem at the inauguration inspired many to think about unity and hope. Brown’s work on courage and vulnerability resonates deeply with people because she shares universal truths that touch every listener. Secretary Buttigieg, in the realm of public service, has a way of speaking that’s thoughtful and solution-oriented, bridging generational and political divides.

The stages they use have evolved, too. We’ve seen major figures, from Vice President Kamala Harris to former President and current President-elect Donald Trump, use podcasts as media outlets to reach millions, knowing that these platforms provide direct access to their audiences. This shift shows that connecting with people often means leaving traditional platforms behind and embracing the spaces where people are already engaged and looking for more personal, unfiltered content.

Q: What are your industry predictions for the next 3-5 years?

A: Looking forward, I see three main trends: multi-generational reach, digital presence and authenticity in leadership. Leaders are realizing they need to bridge generational gaps—connecting not only with Gen Z but with a range of age groups that all bring unique perspectives to the workplace. Crafting messages that resonate across these groups will require intentional, thoughtful communication.

We’re also going to see executives building their digital presence in more platform-specific ways, from Instagram Stories to direct-to-camera Q&As. It’s no longer enough to have a LinkedIn profile; executives will need a multi-platform strategy to reach diverse audiences effectively.

Finally, the demand for transparency and alignment between words and actions will continue to grow. Today’s audiences are holding leaders accountable to their public statements, and any disconnect can quickly become a PR crisis. As we move forward, leaders who embrace authenticity, consistency and purpose will set the standard in executive communications.  

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Thanks, Kenneth, for all you do for Greenough Communications, our clients, and for developing the next generation of executive comms pros!  

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