While some corporate CEOs enjoy wide media coverage (think Steve Jobs), and conventional wisdom tells PR executives to get their top management out in front of the media to build reputation and trust (see PRN 06/21/10), data compiled by PRIME Research for PR News shows that compared to other PR disciplines “management” coverage (including CEO visibility) by top media outlets is severely lacking.
As shown in the accompanying chart, “management” garners just 6.5% of coverage—compared to 16% for “strategy/vision” and 23.5% for “positioning.” (Data compiled from April 2009 to May 2010.)
So what gives? Is PR overlooking this type of outreach, or are there other forces at work here? PR News found differing opinions among CEO positioning experts.
MORE PRESSING MATTERS?
“Today management simply has higher priorities than visibility,” says Jim Lukaszewski of The Lukaszewski Group, who cites evidence from IBM’s just released “Global Chief Executive Officer Study, Capitalizing on Complexity,” based on interviews with 1,500 top global executives and managers. “The study identifies ‘openness’ as No. 5 in the list of the top 10 leadership qualities for CEOs,” says Lukaszewski. “Ahead of openness were creativity, integrity, global thinking and influence.”
Lukaszewski, who coaches top corporate management, says that in his private surveys with clients, communication ranks at the top, “but with a strong internal focus. It’s pretty hard to make a compelling case for more executive visibility time, unless there can be some direct bottom-line, reputational or crucial corporate strategic rationale.” 
MISSED OPPORTUNITIES?
Mark Weiner, CEO of PRIME Research, believes that now is the time to put senior management—and particularly CEOs—out in front. “Given the newsworthiness of CEOs and the likelihood that their commentary will find its way to the public through both new and traditional media, a leader who is media-responsive, accessible and on-message is an enormous asset in good times and bad,” says Weiner. “In tracking the reputations of companies around the globe, PRIME’s analysis of opinion-leading media indicates that CEOs could be better leveraged to amplify positive news.”
...OR IS IT THE MEDIA?
But is this lack of coverage really PR’s fault? No, says James Horton, principal at Robert Marston Corporate Communications, a New York-based agency.
“I don’t blame PR’s efforts at all,” says Horton. “It’s much harder now for companies to gain any kind of consistent following in the media.”
Horton cites the “profound changes” that have caused media industry layoffs and consolidation. “The number of business reporters, with the exception Bloomberg Businessweek, has largely declined,” says Horton. “Both the quality and quantity of news coverage by major media has dropped.”
Lukaszewski, however, begs to differ: “The prevailing opinion is that high executive visibility carries a risk of adverse outcomes in exchange for very little concrete benefit,” he concludes. PRN
CONTACT:
Jim Lukaszewski, [email protected]; Mark Weiner, [email protected]; James Horton, [email protected].