16 CEO SURVEY
Atrue test o ➤CEOs are facing more challenges than ever as they try to establish influence within their industries, communicate effectively with internal and external audiences, and maintain corporate reputation. Erica Iacono reports
PRWeek • November 12, 2007 • www.prweek.com
or John Sztykiel, CEO of Spartan Motors, one of the keys to a successful business – and in turn, one of the biggest challenges – is directly related to accessibility. For the Charlotte, MI-based company – which engineers, designs, and manufactures heavy-duty custom platforms and emergency vehicles – part of that philosophy of accessibility is directly related to the fact that it has been a public company for more than 20 years. But the company’s dedication to accessibility transcends the mere requirements; it’s something that not only affects its communications strategy, but also impacts Sztykiel’s and senior management’s interaction with key stakeholders, customers, and staffers. “What we see as a challenge is that people expect accessibility to the key people within Spartan,” says Sztykiel. “It’s not a desire – it’s an expectation. Moving away from that accessibility would be contrary to our culture.” To ensure that level of accessibility, Sztykiel and his senior staff spend a great amount of time directly interacting with external stakeholders – whether it’s attending industry association meetings, inviting different people to the facilities for on-site visits, or attending trade shows. “In our business model, influence is critical.” he adds. “How do we do that? [I] spend a lot of time in an airplane [and] in a hotel ensuring that I... am accessible in the right places at the right time.” Indeed, despite the growth of new/social media and advances in technology, it seems that old-fashioned, offline communications can still be just as, if not more, valuable for CEOs looking to establish themselves as influential within their respective industries – as well as with internal audiences. This year’s PRWeek/BursonMarsteller CEO Survey polled 144
F
CEOs about a variety of issues, including which tactics are most effective in establishing their influence within their industry, how they are communicating with both internal and external audiences, what effect corporate reputation has on recruitment and retention, and what steps they are taking to stimulate word of mouth about their companies. Nearly 70% of the CEOs surveyed came from high-revenue companies (more than $10 million in revenue a year). ESTABLISHING A PROFILE The survey reveals that 85.4% of CEOs believe it is “extremely important” or “important” to be perceived as an influencer in their industry. In terms of those activities that CEOs believe to be “extremely effective” at building their profile, the most popular tactics (both 78.5%) were “speaking at community events” and “communicating with my top customers.” Other top answers included “speaking at conferences/ trade shows,” “my involvement in corporate sponsorship,” and “attend[ing] networking events with other CEOs” (all 72.6%). Recognizing the value of internal communications, 71.1% chose “interacting with employees.” “Writing a blog” was at the bottom of the list, with only 37.8% viewing it as “extremely effective.” “I think that online is seen as an additional way to have an ongoing relationship, but it’s not a substitute for some baseline level of personal contact,” says Mark Penn, CEO of Burson. David Becker, CEO of San Francisco-based Philippe Becker Design (PBD), combines online and offline activities to help establish his influence within the industry. “Like any company, we want to reach out to people that are our peers,” he explains. “We want to be recognized by our peers for doing good work. We also want to
PR INFLUENCE For which of the following objectives is PR extremely important? 2007 Rank Raising brand awareness 1= Monitoring corporate reputation
1=
Increasing sales
3
Enhancing corporate reputation
4=
Developing the strategy of the company
4=
Safeguarding image
6
Executing the company’s strategy
7
Keeping management informed of external developments
8
Communicating a company’s position on an issue
9
Crisis management
10
Motivating employees/raising employee morale/retaining talent
11
Boosting stock price
12
Attracting talent
13
Managing the media
14
Influencing government policy
15 Base: 144
INFLUENTIAL ACTIVITIES Which activities would you describe as “extremely effective” in terms of building your profile as a CEO? Speaking at community events
78.5%
Communicating with my top customers
78.5%
Speaking at conferences/ trade shows
72.6%
My involvement in corporate sponsorships/philanthropy
72.6%
Attend networking events with other CEOs/executives
72.6%
Interacting with employees
71.1%
Attending conferences/ trade shows
68.1%
Meeting/talking with key industry and financial analysts
62.2%
Conducting media interviews
61.5%
Authoring Op-Eds,bylined articles,or letters-to-the-editor
60.7%
Speaking on webcasts/podcasts 47.4% Writing a blog
37.8% Base: 135