By virtually all measures, the past few years have seen a marked decline in business confidence. Trust in American corporations, consumer brands, and business leaders has been steadily eroded. A joint survey by U.S. News and World Report and the Harris Poll found that Americans ranked trustworthiness as the most important leadership trait. Respondents said they have the highest regard for leaders who are honest, ethical and authentic.
Moreover, CEOs and other leaders are facing increasing demands for their businesses to speak up on social issues. Eight in ten of those surveyed believe business leaders are justified in addressing societal issues if their business can make an impact.
As the country becomes more deeply polarized, however, many leaders face increased risks in speaking up and standing out. Target Corp. is a prominent example: the company publicly embraced diversity, equity and inclusion in the wake of the George Floyd murder in 2020, and its executives spoke out widely in support of DEI—until Target announced in January that it was suspending some of its programs. Now, Target is facing a highly organized 40-day consumer boycott.
Given the current landscape, companies and CEOs are increasingly finding themselves in what can feel like no-win scenarios. Speaking out on issues can be risky, but keeping silent can also elicit a negative response from consumers. Smart, careful and consistent communication is important.
Increasing Executive Visibility
To effectively navigate tough times, it is essential to position the CEO as the face and voice of the brand. This approach requires careful planning to ensure its success. Here’s a few tips to strengthen the visibility of the CEO.
- Strengthen the CEO’s social media presence. The CEO’s image directly impacts the brand and strong message delivery is crucial. CEOs need to harness the power of social media, particularly sites like LinkedIn, to establish their identity, portray their authenticity and connect with the public when they need to share important messages.
- Prepare for interviews with media training. Positive reputations come from strong media coverage that can establish your CEO as a thought leader. CEOs should refresh their media training regularly and make sure that they have key messages prepared in advance for any potential crisis situation.
- Emphasize brand consistency and accessibility. Business leaders must also make sure that the social media profile of their company establishes it as a trusted gateway to important information, presented in consumer-friendly ways. To build credibility, brands must listen to the needs and wants of their consumers and hold true to their mission statements.
More than ever, it is vital that CEOs take the time to concentrate on how they are presenting themselves as a leader and as the face of their brand to the public in a way that is, above all, open, honest and authentic.
