Madan Bahal, MD of Adfactors PR, moderated a session on “Executive Leadership: The CEO’s Role in Corporate Reputation” at the Global PR Summit held in Miami on 13th November, 2013.
A great communications strategy can easily be scuppered by poor PR skills on the part of a company’s CEO, delegates at the Global PR Summit 2013 were told by the panel featuring HSBC Holdings global co-head of communications Pierre Goad; VTB Capital member of the board and global head of communications and marketing Olga Podoinitsyna; and, Bayer head of communications and government relations Herbert Heitmann.
Some noteworthy messages put forward by the panelists are as follows
Pierre Goad –
“People look for instruction – where do they find that – all look at the CEO.”
“ A key part of our CEO’s strategy is to show the organization how it should be communicating with all of its audiences.”
“ A CEO who can communicate in a way that appears genuinely natural is the CEO to admire as a communicator. You need to build on your personality and your own strength and develop your own communications style.”
Herbert Heitmann –
“The public will look to the one with the highest paycheck, CEOs cannot function as effective leaders if they cannot communicate.
“Internally, they can’t fulfill their roles as leaders if they can’t get people to follow them and that’s only possible through effective communication.”
“The CEO is the main public figure that everyone will look to comment. This task cannot be delegated to anyone else. However, the communications style that a CEO adopts must not stretch credibility. Whatever you develop needs to be highly authentic to the person you are working with.”
“”Not all CEO’s make good spokespeople, they all have strength & weaknesses. They need guidance, coaching and advice”
Olga Podoinitsyna –
“CEO was a crucial element for a company looking at new and emerging markets. The CEO remains the center of attention. In a new market, it’s very important to work with stereotypes.”
“CEOs are both influential leaders and individuals, so it is very important to promote their role. To do that, CEOs must be having a well-rounded range of communication skills.”
“CEO is the task force for strategic communications and development of corporate reputation.”
Know more about the panelists here: http://events.holmesreport.com/gprs-2013/session-150-executive-leadership-the-ceos-.aspx
Source: Holmes Report