Is there a Leadership Crisis? CEO Positioning and Communication in Relations to Reputation Management
Abstrakt
The aim of this article is to explore the role of CEO and its reputation management in relations to the overall effectiveness and communication strategy of a company, institution or organization. According to the latest research on the development of public relations and communication management in Europe, more companies are stressing the positioning and profiling of CEO as a visible representative, who is embodying the corporate or institutional values and norms.
CEO reputation has a direct impact on the reputation of the represented institutions; however, this varies not only from country-to-country, but also in different areas of strategic communication, such as marketing, internal or political communication. Also, differences between joint stock or private companies, governmental organizations or NGO’s are significant.
This article provides a new in-depth look on how the CEO reputation is being currently managed within European companies and organizations and shows the dominant approaches in CEO positioning and communication.