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.