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closeRanging from an unplanned departure or succession, through the setting of a companies vision or other corporate statements, sending key messages to customers, employees and society in general, to satisfactorily overcoming a crisis situation, CEOs play an essential role when it comes to boosting and protecting their company’s reputation.
A company’s CEO, by extension the topmost leader in any organisation, has a direct impact on its reputation. In other words, there is a direct correlation between a CEO’s reputation (both professional and personal) and that of his or her company. The credibility of its top executive is substantial when it comes to making the company’s message credible. There are studies such as Building CEO capital performed by Leslie Gaine-Ross in 2003, which state that a CEO’s reputation may come to account for up to 50% of a company’s total reputation. The leader, a guarantee of reputation. This document talks about the CEO’s role in reputation building and in recovery after a crisis situation.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership. It has cited, from among other sources, speeches by Henrik Stroier, international general manager of Reputation Institute, Patrizia Rutigliano, vice-president of Snam Communication and Public Affairs, and the researchers from the School of Communication at Sungkyunkwan University in Seoul (South Korea), Park Chanho, Kim Jwa-joong and the lecturer from the same centre Han Eun-kyoung, delivered at the 16th Global Conference “Going Global in the Reputation Economy”, organised by the Reputation Institute in Milan from 30 May to 1 June, 2012.
