CEO's are closely identified with the companies they lead. This means that a CEO with negative personal publicity can infect the reputation of his or her company. It can also work the other way; a corporation that has a deep, well-publicized problem can provide guilt by association to a new CEO.
Like any marriage, the company and the CEO have separate identities, but they also have another identity that includes both of them.
The key to managing the issue of reputation management for CEOs is to work on reputation repair maintenance for both—preferably from the same point of contact. The reputation of the CEO and the company are separate but they need to be presented in a way that is integrated and complementary.
CEO's Need a Comprehensive Plan for IRM
If a CEO is new, or has reputation baggage, the first order of business is to take aggressive action to dominate the first ten positions of Google with positive content about the CEO and the company.
Studies show that corporations in general and CEO's in particular have not been among the early adaptors for social networking media. This offers a great opportunity for CEOs who are willing to embrace the new technology and who want to establish their online reputation with greater speed and in greater detail.
Once a CEO and his company make a commitment to establishing and maintaining a good reputation there are several recommended strategies to be followed from benchmarking and monitoring reputations online, identifying emerging risks and issues, embracing search engine optimization (SEO) to creating an ongoing online dialogue with employees, customers and advocates before and when problems arise.
An IRM Plan for The New CEO
If a new CEO wants to take a faster track to a strong compelling reputation, a multi-stage approach can be used in which the story is segmented: For example, for the first 100 days and then advances to other definable timeline events. Each stage of the progression then becomes an independent reputation campaign tied together by original articles, profiles and social media.
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