Data Points: CEO reputation.[CHART OMITTED] For better or worse, chief executives play a huge role in shaping a company's reputation--often, a larger role than product quality, service, or the actions of thousands of lower-ranking employees. That's the conclusion of a survey conducted by Burson-Marsteller, a public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most firm that polled 2,500 "influential stakeholders Stakeholders All parties that have an interest, financial or otherwise, in a firm-stockholders, creditors, bondholders, employees, customers, management, the community, and the government. " of major U.S. corporations. The survey found that about 40% of a company's reputation "can be attributed to the CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. ," especially in such areas as customer focus, believability be·liev·a·ble adj. Capable of eliciting belief or trust. See Synonyms at plausible. be·liev  a·bil ,
and company direction. The survey also found that the importance of the
CEO's reputation depends in part on the perspective of individual
audiences: Executive recruiters and the media place more emphasis on
the CEO's image-setting role, while government observers, other
CEOs, and financial analysts tend to downplay the CEO in relation to
other factors that affect a company's image.
Burson-Marsteller, "Maximizing CEO Reputation," 230 Park Ave. South, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , N.Y. 10003; 212/614-5181. Web: www.burson-marsteller.com. |
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