CEO Reputation as “Fundamental Driver” of Corporate Reputation

A recent survey of over 1,700 executive managers, including the C-suite but excluding CEOs, found an extensive relationship between the CEO’s reputation and that of the company itself. Of the executives surveyed, 87% said that a positive reputation for the CEO was important in attracting investors, 83% said it was important in garnering positive media attention, and 77% said it was key to attracting employees.

The survey was conducted by KRC Research in partnership with the PR firm Weber Shandwick. KRC performs quantitative and qualitative research, and this survey included an analysis of responses gathered across companies with annual revenues of at least $500 million.

Survey respondents indicated that they attributed 45% of the company’s reputation to be based on the CEO. Fifty percent of the respondents said this link between the CEO’s reputation and that of the company will increase in the coming years. Other data collected include the following:

>> 58% of senior management said the CEOs reputation was responsible for keeping them at the company.

>> 50% of executives indicated the reputation of the CEO impacted their decision to accept a position with the company.

>> 44% said that senior management personnel (other than the CEO) had a great deal of influence on the company’s reputation.

Respondents noted that “it is important for CEOs to partake in external relationship-building and shine spotlights on their companies.” When asked which activities are most important in this regard, 76% indicated speaking at industry or trade conferences, 71% said it was important to be accessible to the news media, and 68% indicated the importance of being visible on the company’s website.

You can learn more by downloading the full 20-page report at: http://www.webershandwick.com/uploads/news/files/ceo-reputation-premium-executive-summary.pdf
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