The CEO and external comms
Ipsos Mori, the pollsters, just published a report on corporate reputation. Here is a summary of their, perhaps overly musical, thoughts on: ‘The Role of the CEO in external communications’.
Call on your CEO, but do so after careful consideration.
A communications strategy is successful when it’s able to deliver a clear and compelling message to the audience it is trying to address.
The company needs to act like a well-coordinated orchestra to deliver a compelling symphony.
The communications professional, as the conductor, can achieve this with a greater array of instruments than ever before. Here, the CEO can play the lead tenor or soprano able to unlock attention and convey the essence of the ensemble in a way no one else can.
However, like the valuable resource they are, the CEO needs to appear at the right time and in coordination with the rest of the company.
Jim Preen (Head of media)