That many high-level executives actually fear the internal and external courts of public opinion opens a window of opportunity for PR practitioners to help their CEO improve his image and, in turn, make communications an integral part of every business plan.
Effective ways to build CEO rapport and trust include everything from the academic to good old brown nosing.
The best strategy, say seasoned PR executives, is to build credibility and a relationship with your CEO before you really need it. This can help you avoid a crisis because you'll always be in the loop.
To build credibility, make sure you know and understand the forces of your industry so you can communicate at an executive level with your CEO, says Les Potter, director of strategic planning at Blue Cross & Blue Shield, National Capital Area in Washington, D.C., who spoke at a recent corporate communications conference. This includes speaking in industry jargon and/or financial terms that express effects on the company's bottom line, something the CEO deals with every day.
Speak from the standpoint of shareholder value and talk about objectives, not tactics, suggests Roberta Bowman, vice president of public affairs and chief communications officer at Duke Energy in Charlotte, N.C.
A key, and very traditional, way to attract CEO attention is to volunteer for a cause that interests top-level executives. This could include a United Way Campaign or Bowling for Junior Achievement. While in the company of executives, they will learn your name and your mission. However, be careful that you are not perceived as trying to leapfrog proper management channels, Bowman says. This way your boss can get compliments for hiring you without feeling pushed aside.
Moving Forward
Once you have your executive's attention, show them news articles about how communication failure in other companies hurt the bottom line, stock price or the reputation of a company and its management, says Anne Curley, director of worldwide communications at SC Johnson Wax in Racine, Wisc. For example a retailer might use the Eddie Bauer Washington, D.C., shoplifting incident and subsequent lawsuit to show how detrimental it can be to refuse to clarify the company's position with the press.
This opens the door for you to suggest more communication and planning between executives and the PR department in an effort to avoid similar stories about your company. Curley practices her own form of benchmarking in this fashion, but reports to executives are short and to the point.
Respecting executives' time is essential, adds Bowman.
Additionally, she advises, deliver in a spectacular way on your first opportunity. It may be a small task but it helps you get your foot in the door and helps you to champion your plan.
Once a plan has been developed, give the CEO and top-level executives ownership. Make it their idea that they communicate to employees and other managers, says Bowman and Curley. In this way, you accomplish your goals and the CEO has a chance to look good in the courts of public opinion. (Roberta Bowman, Duke Energy, 704/594-6200; Anne Curley, 414/260-2000; Les Potter, Blue Cross, [email protected],.)