Lois Paul, founder and president of Lois Paul & Partners Inc., a Fleishman-Hillard company, shares her impressions of categories of CEOs - those who understand PR and those
who don't. The executives who do it right include:
- PR-Aware: Understands the value of good PR, knows how it works and makes it a priority to actively participate in the company's PR efforts.
- Honesty is the Best Policy: Knows the best way to get fair, balanced treatment of even the worst news is to face the facts and take the calls.
- Road Warrior: Always willing to do the PR tour - the road shows to brief analysts and the press on a regular basis.
- Accessible: Doesn't erect barriers between himself and the press or analysts, but personally keeps in touch via phone or email.
- PR-Averse but Technologically Visionary: Recognizes the value and importance of PR and accepts her role in communications, but would really rather be back in the
lab. - Even CEOs Can Be Coached: Recognizes that his or her expertise may be deep but it doesn't extend to PR responsibilities, and is willing to learn how to do
it.
Then there are the executives whose management or communications styles get in the way of positive PR:
- Don't Bother Me Unless It's the Wall Street Journal: Two problems with this approach. First, tech decision-makers are more likely to be influenced by trade pubs.
Second, the lowly trade reporters snubbed may just wind up at the WSJ some day. - Too Involved in PR: The micromanager, creating bottlenecks and holding up time-critical PR activities.
- Unrealistic Expectations: Delusions of grandeur.
- Into the Bunker: The evil twin of Honesty (above), he stonewalls or is unavailable for comment, only fueling the media fire.
- Black Lister: The exec who maintains an enemies list, a la Nixon, carrying grudges and shunning reporters and publications.
- It's Not About Me: Modesty may be a virtue, but not if your company is seeking visibility in the marketplace.
(Lois Paul & Partners, 781/238-5700)