Low CEO Visibility: Is PR at Fault?

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.

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