A PR-skilled CEO is indeed an advantage and there are not that many of them. That's a shame, because the marketing knowledge and impact of the highest manager can lift the company. Unfortunately, two-thirds of CEOs don't want to know about this. They believe that their own activities are enough for them. Most CEOs are invisible to the general public. Only a few CEOs are identified with the company they lead. They often have the necessary charisma, personality, outspoken views and experience, especially with the media. But it is important to find the right relationships if there is also a CMO around. The big question is when does having a PR-savvy CEO in the company add value? The CMO can do that too, right? He has had specific training for this. That's all true, but there are specific situations that require more. Some of these are mentioned.
Explain new strategy
Of all the C's, the CEO has the most authority in terms of title and can therefore receive more media attention. When the CEO explains the new strategy, it has more appeal, it gives more weight to the content of the story and it increases credibility.
Launching a new product
When CEOs manifest themselves, when launching a new product, there is always more audience than if a CMO were to do so. The CMO may be better able to provide information, but titles are simply more appealing.
Business crisis
In this negative situation, the PR-savvy CEO is primarily responsible for taking the lead in communications. A separate crisis spokesperson may also have been chosen. In that case it is a specialist, but most companies do not have one. So it becomes the PR-savvy CEO. And this certainly applies in situations where corporate image is an issue.
Government control
If the government or other public bodies audit the company, anyone can provide answers and reasons, but the only one who is really listened to is the CEO. And if he/she is also the PR-savvy CEO, then he/she, as the person ultimately responsible, can provide the right information and make decisions.
Business transition
Major transitions in a company can raise many problems, sow division and cause unrest among employees. During a transition, there is a lot of consultation within all layers of the company. But assurances can only be given and accepted if the CEO makes this known in sessions. Even then, a PR-savvy CEO would be the most appropriate person for this.
Corporate culture change
A corporate culture is determined by the top of the company. All other cultures below may be subcultures. So if a change is going to take place in the corporate culture, the CEO is the best person to convey this to the employees. That requires trust in the CEO. If the CEO is supported by the staff, that is not a problem. In the other case, the alternative could be for a PR-savvy CEO to do the job.
These are some reasons why a PR-savvy CEO might be preferable to an ordinary CEO. However, the rinse is thin.
