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CEO as Brand? The Power of Executive Communications

October 20th, 2011 by Dale Jones

A Fortune magazine editor once observed:

“If you want to analyze a corporation, read its financial statements. If you want to plumb its soul, talk to its chief executive.”    

CEO

 

Companies spend fortunes establishing and promoting their brands, only to ignore one of the most profitable brand weapons in their arsenal: the CEO.

 Surveys show companies with a well known, positively regarded CEO perform better in the stock market.  However, it is very important for CEOs to be known by potential key stakeholders such as the media, employees, clients and the public for reasons beyond the price of a corporation’s stock. A positive CEO profile will improve morale, recruitment and sales.

Even though CEOs are themselves a brand, many companies waste this asset.

1. Communicating Knowledge

Knowledge is not effective unless it is communicated. The proper way of communicating is not only through speaking, but includes proper dress, body language, social etiquette, media relations, government relations and investor relations.  All of which sum up to public relations. The effective CEO needs to convey a command of strategy, and consistent vision to both internal and external audiences.

As a CEO, one must be able exude a consistent, credible persona to your stakeholders. This is achieved through appropriate, strategically timed publicity campaigns, commentaries, articles, interviews, public appearances, press conferences and so on.

Such communication is about bringing your values to life.

“40% of my time I communicate our company’s credo”

- Jim Burke, former Johnson & Johnson, CEO 

 For the entire article: http://tinyurl.com/5rlkkzx