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finn 
WEBINAR 
THE ROLE OF THE CEO 
IN CORP COMM 
25/ 
04/ 
2013 
FINN Public Relations 
RAF WEVERBERGH 
MANAGING PARTNER ...
finn 
THE CEO IN CORPORATE COMM 
#FINNWEBINAR 
?????????? 
SLIDESHARE
CONTEXT 
GEVOLGEN 
PRAKTIJK 
finn 
WHAT DO CEOS EXPECT 
FROM COMMUNICATION?
finn 
THE CEO IN CORPORATE COMM 
“THERE IS A STRONG (AND POTENTIALLY 
DANGEROUS) LINK BETWEEN THE REPUTATION 
OF THE ORGAN...
finn 
THE CEO IN CORPORATE COMM 
“WE CAN 
AFFORD TO 
LOSE A LOT 
OF MONEY. 
WE CANNOT 
AFFORD TO 
LOSE EVEN 
A SHRED OF 
R...
finn 
THE CEO IN CORPORATE COMM 
HTTP://WWW.ENGADGET.COM/2013/02/14/ADOBE-CEO-DODGES-PRICING-QUESTIONS/
finn 
THE CEO IN CORPORATE COMM 
“MAYBE YOU FEEL LIKE YOU ACTUALLY OWN THE SOFTWARE THIS WAY, AND I 
UNDERSTAND THAT. MAYB...
CONCLUSION 
finn
finn 
THE CEO IN CORPORATE COMM 
CONCLUSION 1: MORE THAN ANYONE ELSE, THE CEO IS THE STEWARD OF 
CORPORATE REPUTATION. 
HO...
finn 
THE CEO IN CORPORATE COMM 
CONCLUSION 2: IT FOLLOWS THAT THE CEO BRAND IS NOT A VANITY PROJECT: 
“STAKEHOLDERS PROJE...
finn 
STEP 1: FIND THE CEO’S PERSONAL 
MISSION STATEMENT, USING PERSONAL 
OR PROFESSIONAL STORIES. LOOK FOR 
SHARED VALUES...
finn 
THE CEO IN CORPORATE COMM 
“I’M NOT SMARTER THAN OTHER PEOPLE. 
IT ALL COMES DOWN TO DRIVE. 
WE HAVE 24 HOURS A DAY....
finn 
THE CEO IN CORPORATE COMM 
1. TELL ME ABOUT A CHALLENGE OR SIGNIFICANT EVENT IN YOUR CHILDHOOD. 
2. TELL ME ABOUT SO...
finn 
STEP 2: CONNECT THE PERSONAL 
MISSION STATEMENT & VALUES TO THE 
BRAND VALUES OF THE COMPANY.
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
DON’T OVERDO IT
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
“...A CELEBRITY CEO CAN BE ENORMOUSLY 
HELPFUL. WHERE WOULD BEN & JERRY’S BE 
WITHOUT BEN...
finn 
THE CEO IN CORPORATE COMM 
“DELIVERING HAPPINESS” 
TONY HSIEH 
(ZAPPOS)
finn 
THE CEO IN CORPORATE COMM 
TONY HSIEH (ZAPPOS, SOLD TO AMAZON.COM FOR $ 1.2 BN) 
“DELIVERING HAPPINESS” BOOK 
“DELIV...
finn 
THE CEO IN CORPORATE COMM 
“I CAN’T MEASURE IT EXACTLY, BUT 
WE’VE HAD A VERY GOOD YEAR - 
MORE THAN 5% IN A CRISIS ...
finn 
THE CEO IN CORPORATE COMM 
FOR CEOS OF SMALL AND MEDIUM SIZED COMPANIES, THERE IS ALMOST NO 
DOWNSIDE TO BEING THE F...
STEP 3: HAND THEM THE KEYS 
finn
finn 
THE CEO IN CORPORATE COMM 
THE CEO AS LEADER: 
KEEPER OF THE NARRATIVE: 
(S)HE 
DEFINES 
OR 
CHANGES 
THE 
COMPANY 
...
finn 
THE CEO IN CORPORATE COMM 
“WILL UBER BECOME A STRONG, REPUTABLE SERVICE BRAND, OR WILL IT GO 
THE WAY OF ZYNGA AND ...
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
THE CEO NEEDS TO BE HANDED THE TOOLS TO 
CREATE, SHAPE OR CHANGE THE CORPORATE 
STORY TO ...
finn 
THE CEO IN CORPORATE COMM 
LOOK AT HOW MICROSOFT GAVE 
SATYA NADELLA 4 STORY OPTIONS FOR 
HIS TENURE AS CEO (SLIGHTL...
finn 
THE CEO IN CORPORATE COMM 
“FACEBOOK FOUNDER”
finn 
THE CEO IN CORPORATE COMM 
“APPLE EXEC”
finn 
THE CEO IN CORPORATE COMM 
“BUSINESS SCHOOL PROF”
finn 
THE CEO IN CORPORATE COMM 
“CORPORATE TIGER”
STEP 4: LIVING THE BRAND. 
SET BEACONS. 
finn
finn 
THE CEO IN CORPORATE COMM 
“SKILLED LEADERS FIND WAYS TO STOKE 
EMOTIONS THAT FUEL TANGIBLE AND 
DESIRABLE ACTIONS. ...
finn 
THE CEO IN CORPORATE COMM 
COMMON CEO PROFILE IN EXTERNAL 
COMMUNICATION: DEFENSIVE
finn 
THE CEO IN CORPORATE COMM 
COMMON MISTAKES: 
“I DIDN’T INVENT THIS INNOVATION. I WILL NOT 
TAKE CREDIT FOR IT” 
“I D...
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
"INCREASINGLY PUBLIC RELATIONS IS SEEN TO BENEFIT CEOS IN HELPING THEM 
TO ALIGN AND INSP...
finn 
THE CEO IN CORPORATE COMM 
THE IMPORTANCE 
OF CORPORATE 
CULTURE FOR 
MILLENNIALS: 
“GENERATION Y 
IS LOOKING FOR 
A...
finn 
THE CEO IN CORPORATE COMM 
“MOST OF THE READERS VIEW THE CEO AS A CORPORATE SPOKESPERSON 
REPRESENTING COMPANY’S VAL...
finn 
THE CEO IN CORPORATE COMM 
0 
2 
4 
6 
8 
10 
12 
14 
16 
18 
20 
PA 
COMPANY STRATEGY 
RESULTS 
EMPLOYMENT 
VALUES ...
finn 
THE CEO IN CORPORATE COMM 
ADDITIONALLY, COMMUNICATION IS A TWO-WAY PROCESS. BY ENGAGING 
STAKEHOLDERS IN A DIALOGUE...
finn 
THE CEO IN CORPORATE COMM 
“THE MODERN DAY 
BUSINESS LEADER MUST 
BE LIKE THE SAMURAI 
- ABLE TO MASTER 
THE MARTIAL...
finn 
THE CEO IN CORPORATE COMM 
“MOBILE FIRST & CLOUD FIRST” 
“OUR CORE IS PRODUCTIVITY” 
“OBSESS OVER CUSTOMER” 
“MOVE F...
GUARDRAILS. PROTECT THE 
CEO FROM THESE THINGS: 
finn
finn 
THE CEO IN CORPORATE COMM 
WITTHE CEO AS 
“SANDWICHMAN”
finn 
THE CEO IN CORPORATE COMM 
“THE TONE OF PRODUCT-RELATED COVERAGE HAD THE LOWEST CORRELATION 
WITH CEO TONE, WHICH SU...
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
“...HEADED THE STATUE OF 
LIBERTY RENOVATION, JOINED A 
CONGRESSIONAL COMMISSION ON 
BUDG...
finn 
THE CEO IN CORPORATE COMM 
“IN SOME CASES THE PURSUIT OF CELEBRITY LEVELS OF COVERAGE MAY 
COME AT THE EXPENSE OF SH...
finn 
THE CEO IN CORPORATE COMM 
“THE GREATER THE PERCENTAGE OF STORIES 
ABOUT THE CEO, THE MORE LIKELY THE FIRM 
WAS TO B...
finn 
THE CEO IN CORPORATE COMM 
CAREFUL WITH HIGHLY PAID EXECUTIVES (& BONUSES): ISSUE CAN BE TOXIC - 
ESPECIALLY TOUCHY ...
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
“THE RIDICULE FACTOR” 
ELI GOLD
finn 
THE CEO IN CORPORATE COMM 
COKE “SCARE” (1999), OPEN LETTER TO BELGIAN CONSUMERS FROM DOUGLAS 
IVESTER: “WHO IS THIS...
finn 
THE CEO IN CORPORATE COMM 
IT’S NEVER ABOUT THEM
finn 
THE CEO IN CORPORATE COMM 
TONY HAYWARD, CEO 
>>>BP 
2010:“I WANT MY LIFE BACK”
finn 
THE CEO IN CORPORATE COMM 
TONY HAYWARD 
EX-CEO BP// 
2011: “I SHOULD HAVE SURROUNDED MYSELF 
WITH A MORE SENIOR MED...
finn 
THE CEO IN CORPORATE COMM
finn 
THE CEO IN CORPORATE COMM 
“THE ONLY BAD NEWS WAS NO NEWS. 
CONTROVERSY WAS WHAT YOU 
WANTED”. 
“WHY ABERCROMBIE IS ...
finn 
THE CEO IN CORPORATE COMM 
OH AND PUHLEAZE: BE NICE TO CHILDREN, 
ELDERLY PEOPLE AND PETS?
finn 
THE CEO IN CORPORATE COMM
ABOUT US 
finn
finn 
THE CEO IN CORPORATE COMM 
FINN IS... 
CORPORATE COMMUNICATION 
PUBLIC AFFAIRS 
BRAND PR 
CONTENT MARKETING 
CONVERS...
IF YOU LIKED OUR PRESENTATION, SAY SOMETHING 
NICE ABOUT US TO SOMEONE :) 
IT’S GOOD KARMA 
finn
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CEO Branding: Why, When and How to Use the CEO in Corporate Communication

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Research shows that the impact of the CEO in internal and external communication can hardly be overestimated. For stakeholers, "his master's voice" is the most credible and reliable source to learn about a company's strategy, mission, values and culture.

And corporate communications teams are clearly taking note. As is evident from the way companies like Twitter, Square and Microsoft position their chief executives Jack Dorsey and Satya Nadella, companies are working hard to leverage the full star power of their CEOs to get their strategic messages out.

FINN presents its framework for using the CEO in corporate communication, along with practical tips to start creating a useful and compelling CEO brand that aligns with the overall corporate communication strategy.

Publié dans : Marketing
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CEO Branding: Why, When and How to Use the CEO in Corporate Communication

  1. 1. finn WEBINAR THE ROLE OF THE CEO IN CORP COMM 25/ 04/ 2013 FINN Public Relations RAF WEVERBERGH MANAGING PARTNER www.finn.be raf.weverbergh@finn.be Twitter: @rafweverbergh FB: facebook.com/FINNPR
  2. 2. finn THE CEO IN CORPORATE COMM #FINNWEBINAR ?????????? SLIDESHARE
  3. 3. CONTEXT GEVOLGEN PRAKTIJK finn WHAT DO CEOS EXPECT FROM COMMUNICATION?
  4. 4. finn THE CEO IN CORPORATE COMM “THERE IS A STRONG (AND POTENTIALLY DANGEROUS) LINK BETWEEN THE REPUTATION OF THE ORGANISATION AND THE PERSON WHO HEADS IT. ONE CEO WENT SO FAR AS TO SAY THAT THE REPUTATION OF THE COMPANY AND THE REPUTATION OF THE CEO ARE ONE AND THE SAME THING.” “CEOS’ VIEWS ON REPUTATION MANAGEMENT,” JOURNAL OF COMMUNICATION MANAGEMENT VOL. 9
  5. 5. finn THE CEO IN CORPORATE COMM “WE CAN AFFORD TO LOSE A LOT OF MONEY. WE CANNOT AFFORD TO LOSE EVEN A SHRED OF REPUTATION.” BERKSHIRE HATHAWAY LETTER TO SHAREHOLDERS, 2010
  6. 6. finn THE CEO IN CORPORATE COMM HTTP://WWW.ENGADGET.COM/2013/02/14/ADOBE-CEO-DODGES-PRICING-QUESTIONS/
  7. 7. finn THE CEO IN CORPORATE COMM “MAYBE YOU FEEL LIKE YOU ACTUALLY OWN THE SOFTWARE THIS WAY, AND I UNDERSTAND THAT. MAYBE YOU DON’T TRUST ADOBE FOR VARIOUS REASONS INCLUDING THE SHADY, DODGY WAY THAT THE CEO AVOIDS TALKING ABOUT REAL ISSUES. I GET THAT TOO. “ HTTP://FSTOPPERS.COM/OBJECTIVELY-ANALYZING-THE-ADOBE-CREATIVE-CLOUD-SHOULD-YOU-WANT-IT
  8. 8. CONCLUSION finn
  9. 9. finn THE CEO IN CORPORATE COMM CONCLUSION 1: MORE THAN ANYONE ELSE, THE CEO IS THE STEWARD OF CORPORATE REPUTATION. HOWEVER, IT WOULD BE WRONG TO INTERPRET THIS STEWARDSHIP AS A DEFENSIVE, “LET’S NOT MAKE ANY MISTAKES” APPROACH. IT IS THE JOB OF THE CEO TO BUILD THE REPUTATION.
  10. 10. finn THE CEO IN CORPORATE COMM CONCLUSION 2: IT FOLLOWS THAT THE CEO BRAND IS NOT A VANITY PROJECT: “STAKEHOLDERS PROJECT A PERSONAL BRAND ONTO THE CEO IN ANY EVENT AND UNLESS THIS IS ACTIVELY MANAGED, A FALSE AND DETRIMENTAL IMAGE CAN EMERGE. IN SOME CASES, THE IMPACT ON PERSONAL AND CORPORATE REPUTATION CAN BE PROFOUND.” “CEOS’ VIEWS ON REPUTATION MANAGEMENT,” JOURNAL OF COMMUNICATION MANAGEMENT VOL. 9
  11. 11. finn STEP 1: FIND THE CEO’S PERSONAL MISSION STATEMENT, USING PERSONAL OR PROFESSIONAL STORIES. LOOK FOR SHARED VALUES.
  12. 12. finn THE CEO IN CORPORATE COMM “I’M NOT SMARTER THAN OTHER PEOPLE. IT ALL COMES DOWN TO DRIVE. WE HAVE 24 HOURS A DAY. ONLY THOSE THAT CONSISTENTLY WORK AN HOUR MORE THAN OTHERS WILL BE BETTER OFF.”
  13. 13. finn THE CEO IN CORPORATE COMM 1. TELL ME ABOUT A CHALLENGE OR SIGNIFICANT EVENT IN YOUR CHILDHOOD. 2. TELL ME ABOUT SOMEONE IN YOUR EARLY YEARS WHO MADE AN IMPACT ON YOU AND WHY. 3. RECALL A STORY FROM YOUR EARLY CAREER—A SIGNIFICANT EVENT YOU SHARE OFTEN WITH OTHERS. 4. TELL ME ABOUT A TIME YOU GOT A PROMOTION, OR DIDN’T, AND HOW YOU FELT. 5. TELL ME ABOUT ONE OF THE MOST EMBARRASSING, AWKWARD, OR DIFFICULT EVENTS IN YOUR CAREER. 6. SHARE ONE OF YOUR GREATEST SUCCESSES. WHAT HAPPENED, AND WHY DO YOU REMEMBER IT? 7. SHARE ONE OF YOUR GREATEST FAILURES. WHAT HAPPENED, AND WHY DO YOU REMEMBER IT? 8. TELL ME ABOUT A MOMENT WHEN YOU HAD TO MAKE A DIFFICULT DECISION, AND WHAT YOU DID. 9. TELL ME ABOUT A RECENT EVENT THAT MADE YOU QUESTION YOURSELF OR A DECISION YOU HAD MADE. 10. TELL ME ABOUT A PERSON WHO IS HEAVILY INFLUENCING YOU RIGHT NOW. SOURCE: SUZANNE BATES, DISCOVER YOUR CEO BRAND.
  14. 14. finn STEP 2: CONNECT THE PERSONAL MISSION STATEMENT & VALUES TO THE BRAND VALUES OF THE COMPANY.
  15. 15. finn THE CEO IN CORPORATE COMM
  16. 16. finn THE CEO IN CORPORATE COMM DON’T OVERDO IT
  17. 17. finn THE CEO IN CORPORATE COMM
  18. 18. finn THE CEO IN CORPORATE COMM “...A CELEBRITY CEO CAN BE ENORMOUSLY HELPFUL. WHERE WOULD BEN & JERRY’S BE WITHOUT BEN COHEN AND JERRY GREENFIELD? THEY MADE BEN & JERRY’S THE BRAND IT IS TODAY”. AL & LAURA RIES, “THE FALL OF ADVERTISING AND THE RISE OF PR”, P. 137
  19. 19. finn THE CEO IN CORPORATE COMM “DELIVERING HAPPINESS” TONY HSIEH (ZAPPOS)
  20. 20. finn THE CEO IN CORPORATE COMM TONY HSIEH (ZAPPOS, SOLD TO AMAZON.COM FOR $ 1.2 BN) “DELIVERING HAPPINESS” BOOK “DELIVERING HAPPINESS” BUS TOUR (!) THOUGHT LEADERSHIP COMMUNICATE ABOUT VALUES
  21. 21. finn THE CEO IN CORPORATE COMM “I CAN’T MEASURE IT EXACTLY, BUT WE’VE HAD A VERY GOOD YEAR - MORE THAN 5% IN A CRISIS YEAR. I THINK OUR PR HAS HELPED US, ESPECIALLY IF YOU GET CONSISTENTLY POSITIVE MEDIA COVERAGE. I’M QUITE CONFIDENT THAT IT HELPS IF PEOPLE KNOW AND TRUST YOUR BRAND WHEN THE MOMENT COMES TO CHOOSE WHERE TO SPEND THEIR MONEY.” TORFS SHOES
  22. 22. finn THE CEO IN CORPORATE COMM FOR CEOS OF SMALL AND MEDIUM SIZED COMPANIES, THERE IS ALMOST NO DOWNSIDE TO BEING THE FACE OF THE COMPANY. FOR LARGER COMPANIES WITH MULTIPLE AND/OR INTERNATIONAL STAKEHOLDERS (UNIONS, SHAREHOLDERS, COUNTRIES AND GOVERNMENTS...) THE SITUATION IS MORE COMPLEX.
  23. 23. STEP 3: HAND THEM THE KEYS finn
  24. 24. finn THE CEO IN CORPORATE COMM THE CEO AS LEADER: KEEPER OF THE NARRATIVE: (S)HE DEFINES OR CHANGES THE COMPANY STORY
  25. 25. finn THE CEO IN CORPORATE COMM “WILL UBER BECOME A STRONG, REPUTABLE SERVICE BRAND, OR WILL IT GO THE WAY OF ZYNGA AND GROUPON? SO FAR, THEY SEEM TO BE ABLE TO CONTAIN THE CONFLICT. BUT VERY SOON, THEY WILL HAVE TO FIND A WAY TO TRANSCEND IT. FINN @ FORBES, MARCH 2014
  26. 26. finn THE CEO IN CORPORATE COMM
  27. 27. finn THE CEO IN CORPORATE COMM THE CEO NEEDS TO BE HANDED THE TOOLS TO CREATE, SHAPE OR CHANGE THE CORPORATE STORY TO FIT THEIR VISION AND STRATEGY. THIS MEANS THEY NEED TO BE COACHED TO UNDERSTAND HOW THEIR COMMUNICATIONS AND ACTIONS WILL IMPACT THE NARRATIVE AND THUS, THE REPUTATION.
  28. 28. finn THE CEO IN CORPORATE COMM LOOK AT HOW MICROSOFT GAVE SATYA NADELLA 4 STORY OPTIONS FOR HIS TENURE AS CEO (SLIGHTLY TOO OBVIOUS MAYBE).
  29. 29. finn THE CEO IN CORPORATE COMM “FACEBOOK FOUNDER”
  30. 30. finn THE CEO IN CORPORATE COMM “APPLE EXEC”
  31. 31. finn THE CEO IN CORPORATE COMM “BUSINESS SCHOOL PROF”
  32. 32. finn THE CEO IN CORPORATE COMM “CORPORATE TIGER”
  33. 33. STEP 4: LIVING THE BRAND. SET BEACONS. finn
  34. 34. finn THE CEO IN CORPORATE COMM “SKILLED LEADERS FIND WAYS TO STOKE EMOTIONS THAT FUEL TANGIBLE AND DESIRABLE ACTIONS. THEY LINK...” SOURCE: “SCALING UP EXCELLENCE”, ROBERT I. SUTTON, HAYAGREEVA RAO “HOT CAUSES TO... ...COOL SOLUTIONS” INNOVATION CSR VALUES CULTURE MISSION VISION ... PRODUCTS STRATEGY GOVERNANCE EMPLOYMENT PUBLIC AFFAIRS NUMBERS ...
  35. 35. finn THE CEO IN CORPORATE COMM COMMON CEO PROFILE IN EXTERNAL COMMUNICATION: DEFENSIVE
  36. 36. finn THE CEO IN CORPORATE COMM COMMON MISTAKES: “I DIDN’T INVENT THIS INNOVATION. I WILL NOT TAKE CREDIT FOR IT” “I DON’T NEED TO BE FAMOUS” “I NEED TO BE CAREFUL WHAT I SAY BECAUSE WE ARE PUBLICLY LISTED” “WE’RE A MODEST COMPANY, WE DON’T BRAG ABOUT ALL OUR ACHIEVEMENTS” “FOR ME, THE MOST IMPORTANT THING IS THAT THE PEOPLE ON THE FLOOR KNOW HOW I FEEL ABOUT THEM. I DON’T NEED TO TALK ABOUT ALL THAT STUFF” “OUR VALUES HAVEN’T CHANGED FOR AGES, WHY WOULD I TALK ABOUT THOSE?”
  37. 37. finn THE CEO IN CORPORATE COMM
  38. 38. finn THE CEO IN CORPORATE COMM "INCREASINGLY PUBLIC RELATIONS IS SEEN TO BENEFIT CEOS IN HELPING THEM TO ALIGN AND INSPIRE EMPLOYEES. AGAIN, THESE ARE EXTREMELY IMPORTANT ISSUES FOR COMMUNICATIONS DIRECTORS TO FOCUS ON." “CEOS’ VIEWS ON REPUTATION MANAGEMENT,” JOURNAL OF COMMUNICATION MANAGEMENT VOL. 9 HUMAN RESOURCES & CORPORATE CULTURE
  39. 39. finn THE CEO IN CORPORATE COMM THE IMPORTANCE OF CORPORATE CULTURE FOR MILLENNIALS: “GENERATION Y IS LOOKING FOR A LEADER WHO SHARES THEIR VALUES, A CAUSE THAT THEY CAN FOLLOW.” PROF. PEDRO DEBRUYCKERE
  40. 40. finn THE CEO IN CORPORATE COMM “MOST OF THE READERS VIEW THE CEO AS A CORPORATE SPOKESPERSON REPRESENTING COMPANY’S VALUES AND ARE EAGER TO LISTEN TO THE ‘MASTER’S VOICE ‘ THE SPECIFIC AREA OF CSR IS CONSISTENT WITH RESEARCH DONE ON USING CEOS AS SPOKESPEOPLE IN CSR REPORTS (FERNS ET AL., 2008).” CORPORATE SOCIAL RESPONSIBILITY
  41. 41. finn THE CEO IN CORPORATE COMM 0 2 4 6 8 10 12 14 16 18 20 PA COMPANY STRATEGY RESULTS EMPLOYMENT VALUES INDUSTRY BONUS CSR COMPANY PRODUCTS INNOVATION Living the brand: the CEO as a leader who links "hot causes" with "cool solutions" COOL SOLUTIONS HOT CAUSES
  42. 42. finn THE CEO IN CORPORATE COMM ADDITIONALLY, COMMUNICATION IS A TWO-WAY PROCESS. BY ENGAGING STAKEHOLDERS IN A DIALOGUE, THE CEO/ORGANIZATION CAN SHOW EMPATHY AND CLOSENESS TO THE COMMUNITY. COMMUNICATION IS ALSO IMPORTANT TO GAIN INSIGHTS FROM THE COMMUNITY OF STAKEHOLDERS: “THE CEO HAS AN IMPORTANT ROLE IN THE CREATION OF A LISTENING ORGANIZATION” “CEOS’ VIEWS ON REPUTATION MANAGEMENT,” JOURNAL OF COMMUNICATION MANAGEMENT VOL. 9
  43. 43. finn THE CEO IN CORPORATE COMM “THE MODERN DAY BUSINESS LEADER MUST BE LIKE THE SAMURAI - ABLE TO MASTER THE MARTIAL ARTS OF BUSINESS COMBAT, BUT ALSO ABLE TO LEARN THE SKILLS OF THE POET OR PHILOSOPHER” “MANAGING CORPORATE COMMUNICATIONS”, ROSELLA GAMBETTI (ED.)
  44. 44. finn THE CEO IN CORPORATE COMM “MOBILE FIRST & CLOUD FIRST” “OUR CORE IS PRODUCTIVITY” “OBSESS OVER CUSTOMER” “MOVE FASTER”, “LEAN” “MERGERS & ACQUISITIONS” “COURAGE IN THE FACE OF OPPORTUNITY” (07/2014)
  45. 45. GUARDRAILS. PROTECT THE CEO FROM THESE THINGS: finn
  46. 46. finn THE CEO IN CORPORATE COMM WITTHE CEO AS “SANDWICHMAN”
  47. 47. finn THE CEO IN CORPORATE COMM “THE TONE OF PRODUCT-RELATED COVERAGE HAD THE LOWEST CORRELATION WITH CEO TONE, WHICH SUGGESTS THAT A CEO’S MEDIA IMAGE IS NOT CLOSELY TIED TO HOW THE MEDIA COVER A COMPANY’S PRODUCTS. BECAUSE OF THIS, PUBLIC RELATIONS PRACTITIONERS WORKING WITH A CEO WHO HAS A NEGATIVE IMAGE MAY WISH TO HIGHLIGHT THEIR COMPANY’S PRODUCTS RATHER THAN OTHER ORGANIZATION NEWS.” RESEARCH “MEDIA COVERAGE OF CEOS: WHO? WHAT? WHERE? WHEN? WHY?”, JAMES T. HAMILTON (DUKE), RICHARD ZECKHAUSER (HARVARD UNIVERSITY), 2004,
  48. 48. finn THE CEO IN CORPORATE COMM
  49. 49. finn THE CEO IN CORPORATE COMM “...HEADED THE STATUE OF LIBERTY RENOVATION, JOINED A CONGRESSIONAL COMMISSION ON BUDGET REDUCTION AND WROTE A SECOND BOOK, A SYNDICATED NEWSPAPER COLUMN, BOUGHT AN ITALIAN VILLA WHERE HE STARTED BOTTLING HIS OWN WINE AND OLIVE OIL .... CRITICS CONTEND IT ALL DISTRACTED HIM, AND WAS A ROOT CAUSE OF CHRYSLER’S CURRENT PROBLEMS .... IT’S CLEAR THAT BEING A FOLK HERO IS A DEMANDING SIDELINE.” WALL STREET JOURNAL ON LEE IACOCCA (AS QUOTED IN “GOOD TO GREAT”)
  50. 50. finn THE CEO IN CORPORATE COMM “IN SOME CASES THE PURSUIT OF CELEBRITY LEVELS OF COVERAGE MAY COME AT THE EXPENSE OF SHAREHOLDER INTERESTS, AS A CEO USES COMPANY RESOURCES FOR PUBLICITY AND DEVOTES LESS TIME TO FIRM BUSINESS. IN CASES WHERE CEO REPUTATION BUILDING ADDS LITTLE TO A FIRM’S FORTUNES BUT BUILDS THE EXTERNAL REPUTATION OF AN EXECUTIVE, PUBLICITY CAN PROMOTE A CEO’S MOBILITY AND ULTIMATELY LEAVE THE COMPANY WITH MORE TRAINING COSTS TO BEAR WHEN THE EXECUTIVE MOVES ON.” “MEDIA COVERAGE OF CEOS: WHO? WHAT? WHERE? WHEN? WHY?”, JAMES T. HAMILTON (DUKE), RICHARD ZECKHAUSER (HARVARD UNIVERSITY), 2004,
  51. 51. finn THE CEO IN CORPORATE COMM “THE GREATER THE PERCENTAGE OF STORIES ABOUT THE CEO, THE MORE LIKELY THE FIRM WAS TO BE INVOLVED IN SCANDAL IN 2001-2002. (...)” “CEOS WHO GIVE INTERVIEWS AND SEARCH OUT SOFT NEWS COVERAGE ARE MORE LIKELY TO BE THE ONES THAT ABUSE THE PRINCIPAL-AGENT RELATIONSHIP IN WAYS THAT RESULT IN THEIR INDICTMENT OR RESIGNATION LATER”. “MEDIA COVERAGE OF CEOS: WHO? WHAT? WHERE? WHEN? WHY?”, JAMES T. HAMILTON (DUKE), RICHARD ZECKHAUSER (HARVARD UNIVERSITY), 2004,
  52. 52. finn THE CEO IN CORPORATE COMM CAREFUL WITH HIGHLY PAID EXECUTIVES (& BONUSES): ISSUE CAN BE TOXIC - ESPECIALLY TOUCHY SUBJECTS LIKE CRISIS: “THESE FINDINGS ARE CONSISTENT WITH FINDINGS FROM THE ADVERTISING FIELD THAT FRONTLINE EMPLOYEES ARE MORE EFFECTIVE THAN CEOS WHEN COMMUNICATING ABOUT TOPICS RELATED” TO CUSTOMER EXPERIENCE (STEPHENS & FARANDA, 1993).” “MEDIA COVERAGE OF CEOS: WHO? WHAT? WHERE? WHEN? WHY?”, JAMES T. HAMILTON (DUKE), RICHARD ZECKHAUSER (HARVARD UNIVERSITY), 2004,
  53. 53. finn THE CEO IN CORPORATE COMM
  54. 54. finn THE CEO IN CORPORATE COMM “THE RIDICULE FACTOR” ELI GOLD
  55. 55. finn THE CEO IN CORPORATE COMM COKE “SCARE” (1999), OPEN LETTER TO BELGIAN CONSUMERS FROM DOUGLAS IVESTER: “WHO IS THIS STRANGE GUY?” (HUMO: “DEAR DOUG”)
  56. 56. finn THE CEO IN CORPORATE COMM IT’S NEVER ABOUT THEM
  57. 57. finn THE CEO IN CORPORATE COMM TONY HAYWARD, CEO >>>BP 2010:“I WANT MY LIFE BACK”
  58. 58. finn THE CEO IN CORPORATE COMM TONY HAYWARD EX-CEO BP// 2011: “I SHOULD HAVE SURROUNDED MYSELF WITH A MORE SENIOR MEDIA TEAM”
  59. 59. finn THE CEO IN CORPORATE COMM
  60. 60. finn THE CEO IN CORPORATE COMM “THE ONLY BAD NEWS WAS NO NEWS. CONTROVERSY WAS WHAT YOU WANTED”. “WHY ABERCROMBIE IS LOSING ITS SHIRT”- THE NEW YORK TIMES, 2014
  61. 61. finn THE CEO IN CORPORATE COMM OH AND PUHLEAZE: BE NICE TO CHILDREN, ELDERLY PEOPLE AND PETS?
  62. 62. finn THE CEO IN CORPORATE COMM
  63. 63. ABOUT US finn
  64. 64. finn THE CEO IN CORPORATE COMM FINN IS... CORPORATE COMMUNICATION PUBLIC AFFAIRS BRAND PR CONTENT MARKETING CONVERSATION MANAGEMENT DIGITAL AND ALSO FINN IS...HIRING ACCOUNT EXECUTIVES SENIOR CONSULTANT. PLEASE TELL YOUR NETWORK! OH, AND ONE MORE THING.
  65. 65. IF YOU LIKED OUR PRESENTATION, SAY SOMETHING NICE ABOUT US TO SOMEONE :) IT’S GOOD KARMA finn

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