▶ Telling a Positive Story (and Quickly): The rankings regarding positive perception of management include a pretty diverse group of companies, according to data tracked during a five-year period by brand consulting company CoreBrand. The data is drawn from CoreBrand’s proprietary Corporate Branding Index, an aggregate measure of the top 1000 companies representing both the size (familiarity) and quality (favorability) of a company’s brand. “With ‘perception of management,’ it’s really about the individual CEO being able to project a vision,” said Jim Gregory, CEO of CoreBrand. That speaks to the increasingly important role PR executives play in helping to articulate the message from the tippy top. “There needs to be clear communication from top management about the direction of the company,” Gregory said. PR execs are “the voice of management.”
This article originally appeared in the July 14, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.