finnwebinarthe ceo as a prweapon25/04/2013FINN Public Relationskristien vermoesenmanaging partnerwww.finn.bekristien.vermo...
finnthe ceo as a pr weapon#FINNwebinar??????????slideshare
contextgevolgenpraktijkfinnwhat do ceos expectfrom pr?finn
finnthe ceo as a pr weapon“We canafford tolose a lotof money.We cannotafford tolose evena shred ofreputation.” berkshire h...
finnthe ceo as a pr weapon“Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationsh...
finnthe ceo as a pr weapon“there is a strong (and potentiallydangerous) link between the reputationof the organisation and...
finnthe ceo as a pr weaponhttp://www.engadget.com/2013/02/14/adobe-ceo-dodges-pricing-questions/
finnthe ceo as a pr weapon“Maybe you feel like you actually own the software this way, and Iunderstand that. Maybe you don...
finnthe ceo as a pr weaponconclusion: the ceo personal brand is not a vanity project:“stakeholders project a personal bran...
how does the press lookat ceos?finn
finnthe ceo as a pr weaponhow does press write about ceos?“reporters choose to focus on a relatively small set of winners ...
finnthe ceo as a pr weaponfinn researchshows the:same picturein belgium.Ceo “stars”
finnthe ceo as a pr weaponwe callthis the“mattheweffect”http://www.finn.be/blogs/how-journalists-choose-experts-matthew-ef...
finnthe ceo as a pr weaponyes, but we’re too small to be a “star”WRONG. “there are not a consistent set of characteristics...
great! let’s make our ceofamous!!finn
finnthe ceo as a pr weapon“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckha...
finnthe ceo as a pr weapon“In some cases the pursuit of celebrity levels of coverage maycome at the expense of shareholder...
finnthe ceo as a pr weapon“...headed the Statue ofLiberty renovation, joined acongressional commission onbudget reduction ...
finnthe ceo as a pr weaponcelebrity can be distractive, and even worse:
finnthe ceo as a pr weapon“The greater the percentage of storiesabout the CEO, the more likely the firmwas to be involved ...
finnthe ceo as a pr weaponbeing a “star” communicator is not thesame as becoming a celebrity. It’s aboutusing the ceo in a...
finnthe ceo as a pr weaponceo branding and communication isnot easy. It requires skill, attention andmoderation, but it is...
finnthe ceo as a pr weaponadditionally, communication is a two-way process. by engagingstakeholders in a dialogue, the ceo...
finnthe ceo as a pr weapon“The modern daybusiness leader mustbe like the samurai- able to masterthe martial arts ofbusines...
some case studies:finn
finnthe ceo as a pr weaponsix lessons of stevejobs:1. pr is mission critical2. exclusive interviews3. product launches4. a...
finnthe ceo as a pr weapon“delivering happiness”													tony hsieh												(zappos)
finnthe ceo as a pr weaponTony hsieh (zappos, sold to amazon.com for $ 1.2 bn)“delivering happiness” book“delivering happi...
finnthe ceo as a pr weapon7 pr laws of wouter torfs:1.	 don’t be afraid of the me-dia2.	be available, honest andrelevant3....
finnthe ceo as a pr weaponwouter torfs (2011)http://www.finn.be/sites/default/files/text_images/finn_auxipress_ceo_media_r...
finnthe ceo as a pr weaponduco sickinghe (2011)http://www.finn.be/sites/default/files/text_images/finn_auxipress_ceo_media...
finnthe ceo as a pr weapondidier bellens (2011)
finnthe ceo as a pr weapon“Public relations practitioners working with organizations thathave CEOs with positive tonality ...
finnthe ceo as a pr weaponyou should also look further than traditional media:
finnthe ceo as a pr weapon
finnthe ceo as a pr weaponleveson inquiry: Murdoch = “backroomdeals”, “lack of transparency”, “master ofpuppets”, “no acco...
when & how is ceocommunication usefuland effective?finn
finnthe ceo as a pr weaponcareful with highly paid executives (& bonuses): issue can be toxic -especially touchy subjects ...
finnthe ceo as a pr weaponcoke “scare” (1999), open letter to belgian consumers from douglasivester: “who is this strange ...
finnthe ceo as a pr weapon“...a celebrity CEO can be enormouslyhelpful. Where would Ben & Jerry’s bewithout Ben Cohen and ...
finnthe ceo as a pr weaponfor ceos of small and medium sized companies, there is almost nodownside to being the face of th...
finnthe ceo as a pr weapon“I can’t measure it exactly, butwe’ve had a very good year -more than 5% in a crisis year.I thin...
finnthe ceo as a pr weaponproduct communication is, however, not the best way to use the ceoin communication:
finnthe ceo as a pr weapon“The tone of product-related coverage had the lowest correla-tion with CEO tone, which suggests ...
finnthe ceo as a pr weapon"increasingly public relations is seen to benefit CEOs in helping themto align and inspire emplo...
finnthe ceo as a pr weaponthe importanceof corporate cul-ture in 2013:“generation y isreally lookingfor a leader whoshares...
finnthe ceo as a pr weapon“most of the readers view the CEO as a corporate spokesperson rep-resenting company’s values and...
finnthe ceo as a pr weaponstrategy/business/public affairs:“thought leadership”
finnthe ceo as a pr weapon
finnthe ceo as a pr weapon
finnthe ceo as a pr weapon“Should CEO’s blog?Blogging is a must forcorporate CEOs today”“Managing corporate communications...
the ceo is king in crisisfinn
finnthe ceo as a pr weaponwhen and how shouldthe ceo communicate?
finnthe ceo as a pr weapontony hayward, ceo>>>BP2010:“i want my life back”
finnthe ceo as a pr weapontony haywardex-ceo Bp//2011: “i should have surrounded myselfwith a more senior media team”
finnthe ceo as a pr weaponcurrent thinking: the ceo should commu-nicate:•	at the start of the crisis (show empathy)•	when ...
finnthe ceo as a pr weaponnewsrooms: “whohaven’t we heard aboutthis?”“hamlet ends by a lackof players”
finnthe ceo as a pr weaponcommunication by the ceo will often endthe issue - this tendency can be used toproactively end i...
finnthe ceo as a pr weaponphilippe muyters inreyers laat:<<<<<<<<emotion“i gave up too much toresign now”
finnthe ceo as a pr weapon
about usfinn
finnthe ceo as a pr weaponpr | social | communication | branding
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PR for CEO's: strategy and tips

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CEO's see themselves as the stewards of reputation of the oganization - they want to turn it over to their successor in a better shape than they received it.

In this slideshow, we highlight research on CEOs and reputation management, pr, crisis communication, employer branding and much more.

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Transcript of "PR for CEO's: strategy and tips"

  1. 1. finnwebinarthe ceo as a prweapon25/04/2013FINN Public Relationskristien vermoesenmanaging partnerwww.finn.bekristien.vermoesen@finn.beTwitter: @kris10vermoesenFB: facebook.com/FINNPR
  2. 2. finnthe ceo as a pr weapon#FINNwebinar??????????slideshare
  3. 3. contextgevolgenpraktijkfinnwhat do ceos expectfrom pr?finn
  4. 4. finnthe ceo as a pr weapon“We canafford tolose a lotof money.We cannotafford tolose evena shred ofreputation.” berkshire hathaway letter to shareholders, 2010
  5. 5. finnthe ceo as a pr weapon“Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships”, Journal of Targeting,Measurement and Analysis for Marketing (2011) 19is credited with playing a major role in generating marketcapitalization for a company, and many argue that it should betreated as its most important long-term asset.”reputation
  6. 6. finnthe ceo as a pr weapon“there is a strong (and potentiallydangerous) link between the reputationof the organisation and the person whoheads it.One CEO went so far as to say that thereputation of the company and thereputation of the CEO are one and thesame thing.”“CEOs’ views on reputation management,” Journal of Communication Management Vol. 9
  7. 7. finnthe ceo as a pr weaponhttp://www.engadget.com/2013/02/14/adobe-ceo-dodges-pricing-questions/
  8. 8. finnthe ceo as a pr weapon“Maybe you feel like you actually own the software this way, and Iunderstand that. Maybe you don’t trust Adobe for various reasonsincluding the shady, dodgy way that the CEO avoids talking aboutreal issues. I get that too. “http://fstoppers.com/objectively-analyzing-the-adobe-creative-cloud-should-you-want-it
  9. 9. finnthe ceo as a pr weaponconclusion: the ceo personal brand is not a vanity project:“stakeholders project a personal brand onto the CEO in any eventand unless this is actively managed, a false and detrimental imagecan emerge. In some cases, the impact on personal and corporatereputation can be profound.”“CEOs’ views on reputation management,” Journal of Communication Management Vol. 9
  10. 10. how does the press lookat ceos?finn
  11. 11. finnthe ceo as a pr weaponhow does press write about ceos?“reporters choose to focus on a relatively small set of winners andlosers when casting business coverage in terms of CEOs.”“The top 5 CEOs, however, accounted for 48% of the stories men-tioning the chief executives of these firms.“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  12. 12. finnthe ceo as a pr weaponfinn researchshows the:same picturein belgium.Ceo “stars”
  13. 13. finnthe ceo as a pr weaponwe callthis the“mattheweffect”http://www.finn.be/blogs/how-journalists-choose-experts-matthew-effect
  14. 14. finnthe ceo as a pr weaponyes, but we’re too small to be a “star”WRONG. “there are not a consistent set of characteristics thatpredict which companies will have chief executives treated ascelebrity CEOs by major papers.”“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  15. 15. great! let’s make our ceofamous!!finn
  16. 16. finnthe ceo as a pr weapon“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,notsofast
  17. 17. finnthe ceo as a pr weapon“In some cases the pursuit of celebrity levels of coverage maycome at the expense of shareholder interests, as a CEO usescompany resources for publicity and devotes less time to firmbusiness. In cases where CEO reputation building adds little to afirm’s fortunes but builds the external reputation of an executive,publicity can promote a CEO’s mobility and ultimately leave thecompany with more training costs to bear when the executivemoves on.”“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  18. 18. finnthe ceo as a pr weapon“...headed the Statue ofLiberty renovation, joined acongressional commission onbudget reduction and wrotea second book, a syndicatednewspaper column, bought anItalian villa where he startedbottling his own wine and oliveoil .... Critics contend it alldistracted him, and was a rootcause of Chrysler’s currentproblems .... it’s clear that being afolk hero is a demanding sideline.”wall street journal on lee iacocca (as quoted in “good to great”)
  19. 19. finnthe ceo as a pr weaponcelebrity can be distractive, and even worse:
  20. 20. finnthe ceo as a pr weapon“The greater the percentage of storiesabout the CEO, the more likely the firmwas to be involved in scandal in 2001-2002.(...)”“CEOs who give interviews and search outsoft news coverage are more likely to bethe ones that abuse the principal-agentrelationship in ways that result in theirindictment or resignation later”.“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  21. 21. finnthe ceo as a pr weaponbeing a “star” communicator is not thesame as becoming a celebrity. It’s aboutusing the ceo in a way that helps thereputation of the company
  22. 22. finnthe ceo as a pr weaponceo branding and communication isnot easy. It requires skill, attention andmoderation, but it is necessary.
  23. 23. finnthe ceo as a pr weaponadditionally, communication is a two-way process. by engagingstakeholders in a dialogue, the ceo/organization can show empathyand closeness to the community. communication is also importantto gain insights from the community of stakeholders:“The ceo has an important role in the creation of a listening organi-zation”“CEOs’ views on reputation management,” Journal of Communication Management Vol. 9
  24. 24. finnthe ceo as a pr weapon“The modern daybusiness leader mustbe like the samurai- able to masterthe martial arts ofbusiness combat, butalso able to learn theskills of the poet orphilosopher”“Managing corporate communications”, Rosella Gambetti (Ed.)
  25. 25. some case studies:finn
  26. 26. finnthe ceo as a pr weaponsix lessons of stevejobs:1. pr is mission critical2. exclusive interviews3. product launches4. a powerful brand5. the ceo is a brand,too6. push back in crisishttp://www.finn.be/en/blogs/6-pr-lessons-steve-jobs
  27. 27. finnthe ceo as a pr weapon“delivering happiness” tony hsieh (zappos)
  28. 28. finnthe ceo as a pr weaponTony hsieh (zappos, sold to amazon.com for $ 1.2 bn)“delivering happiness” book“delivering happiness” bus tour (!)thought leadershipcommunicate about values
  29. 29. finnthe ceo as a pr weapon7 pr laws of wouter torfs:1. don’t be afraid of the me-dia2. be available, honest andrelevant3. write a book!4. don’t communicate whenyou have nothing to say5. it’s okay to have opinions6. keep your ego under con-trol7. Experiment!
  30. 30. finnthe ceo as a pr weaponwouter torfs (2011)http://www.finn.be/sites/default/files/text_images/finn_auxipress_ceo_media_ranking_2011.pdf
  31. 31. finnthe ceo as a pr weaponduco sickinghe (2011)http://www.finn.be/sites/default/files/text_images/finn_auxipress_ceo_media_ranking_2011.pdf
  32. 32. finnthe ceo as a pr weapondidier bellens (2011)
  33. 33. finnthe ceo as a pr weapon“Public relations practitioners working with organizations thathave CEOs with positive tonality may find opportunities to gener-ate positive media coverage, especially if they involve the CEOs in thestories.”“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  34. 34. finnthe ceo as a pr weaponyou should also look further than traditional media:
  35. 35. finnthe ceo as a pr weapon
  36. 36. finnthe ceo as a pr weaponleveson inquiry: Murdoch = “backroomdeals”, “lack of transparency”, “master ofpuppets”, “no accountability”Murdoch on twitter = “Hey, here I am, ask meanything.” voice, personality, “humility”
  37. 37. when & how is ceocommunication usefuland effective?finn
  38. 38. finnthe ceo as a pr weaponcareful with highly paid executives (& bonuses): issue can be toxic -especially touchy subjects like crisis:“These findings are consistent with findings from the advertisingfield that frontline employees are more effective than CEOs whencommunicating about topics related” to customer experience (Ste-phens & Faranda, 1993).”research“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  39. 39. finnthe ceo as a pr weaponcoke “scare” (1999), open letter to belgian consumers from douglasivester: “who is this strange guy?” (HUMO: “Dear doug”)
  40. 40. finnthe ceo as a pr weapon“...a celebrity CEO can be enormouslyhelpful. Where would Ben & Jerry’s bewithout Ben Cohen and Jerry Greenfield?They made Ben & Jerry’s the brand it istoday”.al & laura ries, “the fall of advertising and the rise of pr”, p. 137
  41. 41. finnthe ceo as a pr weaponfor ceos of small and medium sized companies, there is almost nodownside to being the face of the company. for larger companieswith multiple and/or international stakeholders (unions, share-holders, countries and governments...) the situation is more com-plex.
  42. 42. finnthe ceo as a pr weapon“I can’t measure it exactly, butwe’ve had a very good year -more than 5% in a crisis year.I think our pr has helped us, es-pecially if you get consistentlypositive media coverage.I’m quite confident that it helpsif people know and trust yourbrand when the moment comesto choose where to spend theirmoney.”Torfs shoes
  43. 43. finnthe ceo as a pr weaponproduct communication is, however, not the best way to use the ceoin communication:
  44. 44. finnthe ceo as a pr weapon“The tone of product-related coverage had the lowest correla-tion with CEO tone, which suggests that a CEO’s media image is notclosely tied to how the media cover a company’s products. Becauseof this, public relations practitioners working with a CEO who has anegative image may wish to highlight their company’s products rath-er than other organization news.”research“Media Coverage of CEOs: Who? What? Where? When? Why?”, James T. Hamilton (Duke), Richard Zeckhauser(Harvard University), 2004,
  45. 45. finnthe ceo as a pr weapon"increasingly public relations is seen to benefit CEOs in helping themto align and inspire employees. Again, these are extremely importantissues for communications directors to focus on."“CEOs’ views on reputation management,” Journal of Communication Management Vol. 9HUMAN RESOURCES &CORPORATE CULTURE
  46. 46. finnthe ceo as a pr weaponthe importanceof corporate cul-ture in 2013:“generation y isreally lookingfor a leader whoshares their val-ues, a standardbeared that theycan follow.”Prof. pedro debruyckere
  47. 47. finnthe ceo as a pr weapon“most of the readers view the CEO as a corporate spokesperson rep-resenting company’s values and are eager to listen to the ‘master’svoice ‘The specific area of CSR is consistent with research done on usingCEOs as spokespeople in CSR reports (Ferns et al., 2008).”corporate socialresponsibility
  48. 48. finnthe ceo as a pr weaponstrategy/business/public affairs:“thought leadership”
  49. 49. finnthe ceo as a pr weapon
  50. 50. finnthe ceo as a pr weapon
  51. 51. finnthe ceo as a pr weapon“Should CEO’s blog?Blogging is a must forcorporate CEOs today”“Managing corporate communications”, Rosella Gambetti (Ed.)
  52. 52. the ceo is king in crisisfinn
  53. 53. finnthe ceo as a pr weaponwhen and how shouldthe ceo communicate?
  54. 54. finnthe ceo as a pr weapontony hayward, ceo>>>BP2010:“i want my life back”
  55. 55. finnthe ceo as a pr weapontony haywardex-ceo Bp//2011: “i should have surrounded myselfwith a more senior media team”
  56. 56. finnthe ceo as a pr weaponcurrent thinking: the ceo should commu-nicate:• at the start of the crisis (show empathy)• when a change in communication isnecessary• at the end of the crisis (return normal-cy)the ceo is the “king” in the chess play. Canbe crucial, but must be protected andnever “sacrificed”(this is the short version)
  57. 57. finnthe ceo as a pr weaponnewsrooms: “whohaven’t we heard aboutthis?”“hamlet ends by a lackof players”
  58. 58. finnthe ceo as a pr weaponcommunication by the ceo will often endthe issue - this tendency can be used toproactively end it. (finn research)this is a high risk strategy. Be sure that nomore skeletons are hiding in the closet
  59. 59. finnthe ceo as a pr weaponphilippe muyters inreyers laat:<<<<<<<<emotion“i gave up too much toresign now”
  60. 60. finnthe ceo as a pr weapon
  61. 61. about usfinn
  62. 62. finnthe ceo as a pr weaponpr | social | communication | branding
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