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How should a CEO behave? Bold? Maybe. Decisive? Probably. But how about humble? Attentive? Accessible?
CEO behavior – or, more accurately, reputation – arguably has never been more important than it is today. With growing social networks and changing social expectations, a CEO’s reputation is trickier to maintain and more central to a company’s bottom line than ever. And we’re only just at the beginning of this trend.
These are just some of the findings of a new and insightful report titled: “The CEO Reputation Premium: Gaining Advantage in the Engagement Era.” But if the reality that CEO reputation matters is clear, the question remains: How do you do it? At a time when every word, every misstep, every wrong tweet becomes front page news, how does a leader walk the balance of being out there – but not too much and only in the right ways?
To find out, we asked the author.
Leslie Gaines-Ross is Chief Reputation Strategist at Weber Shandwick, the leading global public relations agency, and co-author of the CEO Reputation Premium report. Gaines-Ross is one of the world’s most widely recognized experts on reputation—how they’re built, enhanced and protected. She is the author of a couple of books on CEO reputation, she speaks frequently and globally on the topic; and she finds herself on several Most Influential People and Top Thought leaders lists.