Much of the work done by the corporate communications function goes unnoticed. But there is one piece of activity you can be sure will grab people's attention… the set piece leader profile.

Get a full page spread in a Sunday paper with a cracking photo and you can be sure everyone in the organisation, and beyond, will read it. Get it right and you can have your CEO come across as a visionary, yet down to earth leader successfully delivering a great strategy. This can become a genuine moment whereby people sit up and take note. But get it wrong, have them come across as someone who is not quite on top of things and perhaps a little bit 'unusual', well those risks are amplified.

Given these are not exercises in plumping Sir's ego, what are the things you need to do to ensure success? How best should you prepare? How do you work out what story to tell? Where should you actually do the interview from? And in this digital age is the Sunday print still the right place?

The Little Questions podcast is presented by Matt Young and Andrew Brown.

Matt Young is an Apella founder partner with 25 years of experience in corporate affairs. He was Corporate Affairs Director at Lloyds Banking Group, part of the senior team which rescued the bank and rebuilt its reputation following the financial crisis. Formerly communications director at Santander UK and board member of the BBA.

Apella partner Andrew Brown is a former Director of Communications and Public Affairs at Ageas Insurance. He has more than ten years' experience leading the corporate affairs functions for global firms across a range of regulated and unregulated sectors, developing considerable experience in issues, crisis and change management. Formerly Director of Communications at Drax Group plc and Group Corporate Affairs Director at Regus plc.

Find out more about Apella Advisors at www.apellaadvisors.com and you can get in touch by emailing [email protected]

This podcast was produced by the www.thepodcastcoach.co.uk