Suggesting a profile-raising campaign or communications programme to a shy CEO can be like poking them in the eye.
Think painful. Although the majority of CEOs appreciate and support the value that communications efforts have on a company’s reputation, the shy amongst them will cringe at the thought of being the face of the company. It is hard at times to distinguish the shy from the unsupportive and, for communications professionals who live and breathe communications, it can seem like a lost cause. We are here to tell you that it is not. This is when #helpful communications advisors go back to the drawing board and come up with a different approach to support the company’s reputation aims while respecting the CEO’s concerns.
“87% of the executives surveyed rate reputation risk as more important or much more important than other strategic risks their companies are facing”
Deloitte, 2014 global survey on reputation risk
A communications plan for the shy CEO company could include:
- Company story. Sounds simple enough, and it can be, but don’t rush it. Take your time to do it well, as this will be the basis from which your whole plan comes together. CEO involvement is quite high here as it needs to reflect their vision for the organisation.
- Content. Think of this as telling the company’s story as you want it told. Devise a plan to tell your story consistently to all audiences at the same time. You don’t have to give away the company secrets for this to work. Start gently with company values or topics that the company supports. CEO involvement is low, unless they really want to start (and commit to) a CEO blog!
- Media training. This really should be renamed to ‘stakeholder training’. With the ever-growing list of social media platforms appearing, and the rise of indirect stakeholders impacting reputations, the media is not the only audience to be concerned with. Arm leaders and company spokespeople with the tools to tackle challenging conversations on or off the record with anyone. And refresh this training every year. CEO involvement is a couple of hours.
- Channels. What communications channels does the company use and what could they add to the list? Having tools as simple as a website and an intranet can be the start of a beautiful communications plan. If the Royal Family can embrace Instagram, even a reluctant CEO should empower their company’s use of digital channels to tell their story. CEO involvement is low or not at all.
- Video. This really should sit under channels. However, it is a communications tool that is a gift for a shy CEO. You have full editorial control. My only plea is that you do this both internally and externally; your internal audience deserves to be proud of their organisation owning their reputation externally. Two or three of these a year, shared on your website and your intranet. Share a script in advance and the CEO’s involvement is only a couple of hours, two or three times a year.