CEOs Need an External Profile in More Ways Than One

Executives believe it is important for CEOs to partake in external relationship-building and shine spotlights on their companies. The question is, which of the many available platforms are most important for CEOs when their time is so limited? Luckily, the options are plentiful. Here is what recommend for CEOs who want to step out onto a broader stage:

- Speak at industry or trade conferences.

This is important for many reasons. First, the industry sector that a company sits within is one of the leading drivers of corporate reputation. Conferences are an obvious stage for recognition as an industry leader. Second, speaking at industry-related conferences highlights a CEO’s expertise and prominence in the industry and levels the playing field among competitors. An industry event is an equalizer — attendees share similar goals and experiences. Third, the audiences at industry platforms are usually comprised of the best contacts to advance the company’s business and

attract new talent.

- Be accessible to the news media.

CEOs are more media-friendly today: This suggests that CEOs, like see the importance of engaging with the news media. Board members would

not be doing their jobs in selecting CEO successors if they did not require incoming CEOs to be media-savvy and media-prepared. In this polarized and “gotcha” media environment that waits for no one, it is imperative for CEOs to be able to interface skillfully with journalists.

- Be visible on the company website.

Weber Shandwick’s research on social CEOs, The Social CEO: Executives Tell All, found that many CEOs use corporate websites to engage publicly, either with video, pictures, or the written word. Using the company website for CEO communications has many benefits , including sharing company news and information, giving the company a human face, enhancing the company’s credibility in the marketplace, and attracting best talent.

- Between one-half and two-thirds of executives also think it’s important for CEOs to share new insights with the public, be active in the local community, be visible on the corporate video channel, speak at non-industry-specific leadership events, hold positions of leadership outside the company, and publicly take positions on issues that affect society at large (e.g., world hunger). Demand for public CEO engagement is high and is only expected to grow as more distribution channels develop and audiences fragment even more.