Why are some CEO’s sought after by the media for interviews and opinions, and not others? We pondered this question after participating in a recent webinar by Bulldog Reporter, “Placing Spokespeople in the Press: How to Turn Your Expert or CEO into a Media Darling,” comparing the advice presented in this program with our own experience through the years. Given an equal playing field – that is, a topical subject or industry, companies of comparable size and scope – the executives who become “media darlings” (and their PR advisors) follow the same roadmap to media visibility – and credibility.