As proven again with the case of Yahoo’s former CEO Scott Thompson, a company’s top leadership is a magnet for media attention. But based on a content analysis of opinion-leading domestic news outlets, “media magnetism” can be good or bad, depending on the circumstances: During his short term as Yahoo’s leader, Thompson experienced both extremes before his resignation on May 13 amid allegations that he’d padded his résumé. According to Mark Weiner, CEO of PRIME Research, the global communications research firm which conducted the analysis, “The presence of a CEO who understands the dynamics of news and social media can be a reliable source for delivering corporate positioning in ways which are much more easily controlled.” As such, savvy PR pros provide media training and interview support to manage the best possible result. But just as the media focus can be used to positively represent a company, it can also work against those who get caught in crises.
Charting the Industry: Yahoo CEOs Fail Miserably With Media
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