Executive profiling in the social-media age is the topic of this week’s Beyond the Noise podcast, considering the risks and rewards of having a ‘viral’ CEO.

In the latest episode of Beyond the Noise, PRWeek deputy news editor Evie Barrett is joined by Katy Bloomfield, managing partner of PR at b2b comms agency Definition, and Jordan Greenaway, founder and chief executive of thought leadership PR agency Profile.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

After dissecting the McDonald’s CEO’s recent viral burger-bite clip, the guests assess the changing landscape of LinkedIn leadership.

Bloomfield and Greenaway analyse how to capture a CEO’s genuine voice – even when dealing with someone who’s camera-shy or social media-averse.

They also debate whether catering to algorithms is a good idea, and consider how much value social media engagement can actually provide a business.

Balancing personal and corporate branding for business leaders is among the other topics discussed.

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