The Executive Brand Podcast Exec Comms Lessons from Salesforce, Toast and Wellhub & the Future of PR
Oct 30, 2025
In this discussion, Joe Ciarallo, VP of Global Communications at Wellhub, draws on his experience with Toast and Salesforce to reveal the evolution of executive communications. He highlights the shift from scrappy PR to a strategic approach, emphasizing category creation and the need for a unified messaging strategy. Joe discusses the growing importance of thought leadership, the integration of AI in communications, and the benefits of transparency, using Ryanair as a case study. He encourages founders to actively build their online presence and prioritize empathy in messaging.
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Mix Owned And Earned Channels
- Use a healthy mix of owned and earned channels; they amplify each other.
- Leverage executives' LinkedIn and podcasts alongside traditional outlets for targeted reach.
Prepare Comms Before IPO
- Start dressing and acting like a public company 18–24 months before IPO.
- Define spokespeople, swim lanes, and what counts as normal course of business vs. material news.
Use AI To Augment, Not Replace
- Use AI to speed production but avoid letting it replace unique executive thought leadership.
- Build custom agents with proprietary data to co-create differentiated content.