For many companies, Executive Visibility often is an ad-hoc tactic – with the CEO's calendar, not whether the company has real news, the determining factor. But ad-hoc Executive Visibility programs are rarely effective. Some CEOs are media-averse, and think that if the company is doing well they don't need to talk to the press. Yet if CEOs or other senior executives don't position themselves and their companies in the press, their competitors will do it for them. Being pro-active here is extremely important because in the wake of numerous corporate financial scandals, the media, customers and investors are very skeptical.