The CEO's Impact on Reputation

Brands and organizations that respect leaders have their beginnings when it comes to their reputation. We discuss why it is important to have the best captains and how PR can support and encourage strong and ethical leaders.

Challenge leaders to stay true to the brand

Kelly Pepworth, Managing Director of Agency Speed ​​Communications: "You must never underestimate the invaluable role of leaders in ensuring that an organization's culture and values ​​are communicated in an authentic and powerful way, and its direct impact. Brands can fall on equity. We live in a digital age where employees and customers expect companies and leaders to live up to their brand promises and, well, call them if they see dishonesty. Will not hesitate to do.

"Leaders are the most powerful influencers in the company, leading the brand from the front. They are not just CEOs, COOs or MDs, but chief brand ambassadors. The role of PR is to challenge leaders to make that brand and Stick to your organization's values, provide a platform to demonstrate empathy and customer focus while ensuring consistency in PR opportunities. It can be helpful to help. "

Make sure the coverage matches the reality.

John Card, media strategist and author of How to Promote Your Company: "The leader sets the tone for the whole organization and communication is central. His story and vision for the company is its culture, marketing, sales message. And of course it affects PR. They should all be linked to and developed from the same story.

"Good business leaders need to convey the same message internally and externally. If they are not, then something is wrong. ۔

"But for good companies they actually have a strong story. PR and comms are much easier than people who think PR is all about spin. It's also worth remembering that most people Before joining a company, do an online research on the CEO.

You need to create respect.

Tyra Bateman, PR Agency 72 Point Marketing Manager: "A leader is not a true leader without respect or followers. It is important that leaders are praised and people are invested in their strengths, mission and vision. Losing or never being respected means that the meanings of their titles are important and yet not a worthy guide for you.

"Coms can play an important role in gaining and maintaining respect. Providing a platform, perhaps through association with a personal channel or company name, makes the individual a thinking leader. A good leader is accessible and conscious, it can often be presented through planning. I think the emphasis should be on respect, there should always be a two-way street. "

Become a trusted advisor.

Tomek Mlodzki, CEO of Passport Picture Site PhotoAiD: "Respected leaders are a valuable asset to any organization. They help to create a tone for the company's culture and motivate employees to do their best. Leaders also know how to communicate effectively with their team and how to build trust.

"Coms professionals can play an important role in helping leaders gain respect by acting as their mentors and advisors. They help leaders prepare their messages, prepare interviews and deal with crisis situations. They also have the ability to provide honest feedback that can help leaders improve their performance. By working closely with leaders, comms professionals can help them earn that respect. They can do what they deserve. "

Check your moral compass.

Tim Gibbon, founder of Communications Consultancy Elemental: "Leaders need to be advised, controlled, focused, guided and motivated. Creating a business, especially a global business that touches many cultures. , Needs leaders who can guide individuals and teams on what to do and how to deliver it.

"There's a saying you can't polish Tard, but it is possible to give leader profiles proper framing. An image can be polished with proper media, images and auxiliary corporate social responsibility (CSR). However, marketers and PRs need to check their ethical compass to make sure their offer is realistic and accurate. Otherwise, they may feel that they are moving from profile building to crisis management. Are, where the result can be long lasting and irreversible.

"It's also the role of marketers and PRs to keep leaders honest. If a leader's thoughts, attitudes, and actions (past or present) do not conform to public opinion, it can be tantamount to personal and professional destruction for the leader and therefore the organization.

"Great PRs are ready to challenge leaders if what they offer is not polite."

Sadly, there are many leaders in the world who are not honest and polite, so you are serving the society by supporting such leaders who can make this planet a better place to live.

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