CEOs more involved in PR
A US survey by PR firm Weber Shandwick shows CEOs have become more deeply involved in their companies’ public relations strategies but remain reluctant to be personally visible in the media.
Largely in response to corporate scandals and the Sarbanes-Oxley Act, 85 percent of respondents said CEOs had increased the attention they pay to corporate communications. Three-quarters said CEOs were personally involved in PR activities on a regular basis. It seems CEOs clearly see the link between corporate reputation and shareholder value.
The survey also found that the era of ‘spinning’ headlines is over and that CEOs want the media and the public to have a much deeper understanding of their strategies.
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“It seems CEOs clearly see the link between corporate reputation and shareholder value.”
The only thing they (75%) see clearly are their egos (reputation) and pocketbooks (value).
In order for the public to understand their strategies the CEOs first must produce a purpose or aim. In order to do that the strategy must include both long and short-term plans. The CEO must have end-end-knowledge of the corporation and lead his people toward the goal. However, if there is no method by which to obtain the goal, the strategy is garbage.
Next time you look at a company’s strategy, flip through the statements and search for the method by which thy will obtain the statements.
qualityg