Blog
01.29
Restoring Credibility Through CEO Visibility
NetZero and Sprint, among others, have recently issued television ads with endorsements spoken by none other than their own internal celebrities – their CEOs. Why are these middle-aged men touting the company's attributes instead of good-looking celebrities?
In these uncertain economic times, companies must give their brand credibility and, more importantly, stability through the face of the people who know the company and its future the best – the CEOs.
When Apple announced that Steve Jobs would not make his annual keynote address at the 2009 Macworld conference, the stock price dropped. When Mr. Jobs issued a letter stating a few details of his health, the stock dropped once again.
What does this tell us? The state of a company is in direct relation to the state of its CEO. Customers, shareholders and employees are looking for Clarity, Explanations and Openness directly from its CEOs. We rely on CEOs to give us confidence and even reassurance.
This year a CEO's voice must be heard whether it is by means of the media, memos to employees or advertisements. CEOs will have to communicate the condition and direction of their companies not only to shareholders and employees but to customers. Communicating Clearly, Explaining often, and sticking to a model of Openness will help companies not only guard but gain credibility.
Have you seen a CEO communicate effectively to their target audiences? What are some conventional and unconventional ways CEOs communicate their message? Are there advertisements you've seen with CEOs acting as company endorsers or placaters rather than a pretty face and an empty promise?
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