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1
2
The CEO
Reputation Premium:
Gaining Advantage in the
Engagement Era
3
CEO reputation evolution
1900s 1950s 1980s Late 1990s Early 2000s TODAYLate 2000s
Organization
Man
Celebrity
CEO
Dot.com...
4
what we learned
4
5
#1 CEO reputation matters
% of company’s
reputation
attributed to
CEO’s
reputation
45%
% of company’s
market value
attri...
6
#2 public engagement
is the new CEO mandate
Nothing works as well as that personal presence,
despite the personal toll t...
7
Global English Language Top Tier Outlets Aggregated by Factiva
0
10
20
30
40
50
60
70
1994 1995 1996 1997 1998 1999 2000...
8
#4 CEOs need multiple external platforms
External
engagement
activities that are
important for
CEOs to do
9
#5 CEO sociability comes
with reputational rewards
Category 1
Highly
Regarded CEOs
Poorly Regarded
CEOs
24%
7%
CEO Parti...
10
#6 reputation is gender-blind
Executives with male CEOs Executives with female CEOs
Company reputation
very strong
38%
...
11
the CEO’s 12-step guide to reputation
and engagement
12
THANK YOU!
CAROL BALLOCK
Executive Vice President,
Executive Equity & Engagement Lead
Weber Shandwick
cballock@webersha...
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The CEO Reputation Premium: Gaining Advantage in the Engagement Era

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At an event in New York City to launch The CEO Reputation Premium: Gaining Advantage in the Engagement Era, Weber Shandwick Chief Reputation Strategist Dr. Leslie Gaines-Ross presented results from the research. A panel, moderated by Fortune's Jennifer Reingold, then continued the discussion, with experts from Campbell Soup Company and PIMCO, Micho Spring, Chair, Global Corporate Practice and President, New England at Weber Shandwick and Carol Ballock, Executive Vice President, Executive Equity & Engagement Lead at Weber Shandwick, sharing insights and stories about CEO reputation. View Dr. Gaines-Ross’ presentation for her key findings from the research.

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The CEO Reputation Premium: Gaining Advantage in the Engagement Era

  1. 1
  2. 2 The CEO Reputation Premium: Gaining Advantage in the Engagement Era
  3. 3 CEO reputation evolution 1900s 1950s 1980s Late 1990s Early 2000s TODAYLate 2000s Organization Man Celebrity CEO Dot.com CEO Smart Creatives Industrialist CEO Recession CEO Engaged and Humble CEO
  4. 4 what we learned 4
  5. 5 #1 CEO reputation matters % of company’s reputation attributed to CEO’s reputation 45% % of company’s market value attributed to CEO’s reputation 44% % expect CEO reputation to matter more in next few years50% % say CEO reputation retains employees 70% % say that CEO reputation attracts new employees77%
  6. 6 #2 public engagement is the new CEO mandate Nothing works as well as that personal presence, despite the personal toll that can take. “ ”— MICHAEL USEEM DIRECTOR OF THE CENTER FOR LEADERSHIP AND CHANGE MANAGEMENT AT THE UNIVERSITY OF PENNSYLVANIA’S WHARTON SCHOOL 81% 81% report it is important for CEOs to have a visible public profile for a company to be highly regarded
  7. 7 Global English Language Top Tier Outlets Aggregated by Factiva 0 10 20 30 40 50 60 70 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 #articles Media coverage of CEO humility #3 humble CEOs are being noticed
  8. 8 #4 CEOs need multiple external platforms External engagement activities that are important for CEOs to do
  9. 9 #5 CEO sociability comes with reputational rewards Category 1 Highly Regarded CEOs Poorly Regarded CEOs 24% 7% CEO Participates in Social Media
  10. 10 #6 reputation is gender-blind Executives with male CEOs Executives with female CEOs Company reputation very strong 38% 36% CEO reputation very strong 35% 33% % of company market value attributed to CEO reputation 43% 47%
  11. 11 the CEO’s 12-step guide to reputation and engagement
  12. 12 THANK YOU! CAROL BALLOCK Executive Vice President, Executive Equity & Engagement Lead Weber Shandwick cballock@webershandwick.com LESLIE GAINES-ROSS Chief Reputation Strategist Weber Shandwick lgaines-ross@webershandwick.com For more information about The CEO Reputation Premium: Gaining Advantage in the Engagement Era, please contact: For more information about Weber Shandwick’s Executive Equity& Engagement offering, please contact: #ceoreputation

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