If you could hook a gadget to your CEO's head that would let you read his mind and understand precisely what he or she wants, chances are you would.
Forgoing that, Ketchum's CEO David Drobis has released a free guidebook, "Tackling the Problems that Keep Your CEO Awake at Night," that might help you better understand how these business types think.
Unlike a lot of hype and dribble that come across our desks, we think Drobis's words are golden.
CEOs are a rare breed because they shoulder the responsibility of making final decisions on bottom line plans to meet customer, employee, shareholder and policy makers' needs.
Some of Drobis's advice, which was gleaned from his speech at the International Association of Business Communicators June conference in New Orleans, includes:
- "Acquisitions and consolidation are back in vogue, only this time with the aim of creating synergies and expanding markets. For some CEOs, this means taking the buyouts, playing golf and counting their Krugerrands. But for those who remain, it means absorbing more businesses and incorporating them into a unified vision."
Your role requires that you understand how formidable task it can be for CEOs to keep their businesses afloat when deals are in the offing. But if you understand how to be a key player in creating "a global PR firm with a common culture" that's levied through communications, you'll be better able to weather the M&A climate.
- "The CEO - like it or not - is the emodiment of the company. We might call this the 'Fortunization' of American business. Over the past 15 years or so, the business media has shifted its focus from issues reporting to human-interest reporting."
Your role calls for upholding the business philosophy when something goes wrong that the public wants an apology (from your CEO) and assurance it won't happen again.
Gently prod your CEO at times like this with examples of how miserable it has been for corporations that failed to be empathetic. To order a copy of the guidebook, call 212/448-4200)