[인포그래픽] 프리미엄 CEO 명성 관리 - CEO 명성에 대한 한국 임원들의 생각 [Launched on March.05. 2015. New York]

1. CEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issues
SOCIAL MEDIA
COMMUNICATION
DECISIVENESS
For more information about The CEO Reputation Premium: Gaining Advantage in the Engagement Era,
please contact:
Tyler Kim
Managing Director, Korea
Head, Corporate and Crisis Communications, Asia Pacific
Weber Shandwick
tyler.kim@webershandwick.com
Micho Spring
Chair, Global Corporate Practice
Weber Shandwick
mspring@webershandwick.com
Leslie Gaines-Ross
Chief Reputation Strategist
Weber Shandwick
lgaines-ross@webershandwick.com
Ian Rumsby
Chief Strategy Officer, Asia Pacific
Weber Shandwick
irumsby@webershandwick.com
CEO reputation affects executives’ job decisions.
CEO Reputation Matters
In addition to enhancing market value, a strong CEO reputation…
CEOs Should Exercise Caution When Taking a
Stance on Public Policy6.
The CEO Reputation Premium:
Gaining Advantage in the Engagement Era
1.
The past several years have not been easy for big business and its leaders.
Despite the numerous threats CEOs have faced to their reputations and those
of the companies they run, Weber Shandwick’s research continues to find that
CEO reputation is a fundamental driver of corporate reputation and is
unwavering in its contribution to market value.
CEO reputation is a premium form of currency and wealth in an economy
where companies trade on their reputations every day. This CEO premium
exerts enormous influence over enterprises and within the industries they
operate and should never be underestimated or neglected.
In The CEO Reputation Premium: Gaining Advantage in the Engagement Era,
Weber Shandwick revisits the realm of CEO reputation to better understand what
is required of leaders today. With partner KRC Research, we surveyed more than
1,700 executives, managers up to the C-suite (excluding CEOs), from 19 countries. We
surveyed 100 South Korean executives who worked in companies with revenues of
$100 million (USD) or more. South Korean results are reported below.
CEO Reputation Has an Internal Impact
2.
CEOs Need an External Profile in More Ways
Than One4.
66%
66%
63%
61%
54%
49%
42%
Weber Shandwick recommends that business leaders and their companies consider the following strategies
to bolster CEO engagement on a visible scale and reap the reputational benefits that come with effectively
engaging stakeholders wherever they happen to be.
36%
Improves company reputation
39%
Equally improves and
hurts company reputation
45%
48%
CEO Online Engagement is Important, Too
5.
4%Not sure 3%Neither
REPUTATION
VISION
GLOBAL OUTLOOK
South Korea Edition
The interdependence between CEO reputation, company reputation, and market value demonstrates
that leadership is a resource worth investing in and cultivating.
85%
affords crisis
protection
83%
attracts investors
81%
attracts new
employees
73%
generates positive
media attention
73%
retains current
employees
External visibility activities that are important for CEOs to do
South Korean executives believe it is important for CEOs to partake in external relationship-building and shine
spotlights on their companies.
Speak at leadership events
not specific to industry
Impact of CEO being highly public or visible...
CEO Public Engagement is the New Mandate3.
Share new insights and
trends with the public
Speak at industry or
trade conferences
Hold positions of leadership
outside the company
Be active in local community
Publicly take positions on issues
that affect society at large
Be visible on the company website
Be accessible to the news media
Be visible on the corporate
video channel
of South Korean executives report that it
important for CEOs to have a visible
public profile for a company to be highly
regarded
66%
43%of South Korean executives expect
thatCEOreputationwill
matterevenmoretocompany
reputation in the next few years
51%of their company’s market
value to the reputation of
their CEO, on average
48%of their company’s reputation
to the reputation of their
CEO, on average
45% Inappropriate
for CEOs to do
37% Important for
CEOs to do
The CEO’s Guide to Reputation and Public Engagement
7.
South Korean executives are more likely to think that it is inappropriate for CEOs to take a public position
than it is important to take a public one. CEOs should carefully weigh the pros and cons and be sure that their
stand aligns closely with their company’s business goals.
Assess the CEO’s REPUTATIONAL
PREMIUM.
Develop the CEO’s "EQUITY"
STATEMENT.
Identify and develop the CEO’s
STORY on behalf of the company.
Be an industry ADVOCATE.
Leverage the BENCH.
Bulk up on MEDIA TRAINING.
Carefully evaluate CEO’s STANCE
ON PUBLIC POLICY.
Decide which VENUE is right for
the CEO.
Develop a SOLID SOCIAL STRATEGY.
Keep REPUTATION DRIVERS at the
top of your to-do list
Bolster CEO reputation among your
own EMPLOYEES.
Don’t view CEO HUMILITYas a
weakness.
/WeberShandwickAPAC
@engagingalways
/WeberShandwick
/company/Weber-Shandwick
/WeberShandwickAP
+WeberShandwick
South Korean executives attributeSouth Korean executives attribute
CEO visibility is more likely to improve corporate reputation than harm it, but many executives believe
it has equal potential to both help and harm. Therefore, CEO visibility needs to be handled with care.
18%
Hurts company reputation
59%of South Korean executives
say their CEO’s reputation
influences them to remain
at the company
53%of South Korean
executives say their CEO’s
reputation influenced their
decision to accept the job
52%
of South Korean executives
would elect to keep their
CEO if put to a vote
of South Korean executives say
their CEO is more willing to talk
with the news media today
compared to several years ago
41%
South Korean executives report that it is important for CEOs to...
Participate in
Social Media
Be visible on the internet
(e.g. company website, social media, online news source)
0
15%
30%
45%
60%
75%
43%
70%