Why your CEO might not be your best messenger
Though it’s important for some messages to come from top leaders, sometimes authenticity requires turning to someone other than your chief executive.
Thought leadership is about finding the right representative for the right opportunity and connecting the two.
An objective or goal should be identified, whether it is to raise the overall profile of the company or promote a specific event; the who, what, and why are crucial to finding a fit. CEOs and heads of companies are often the face of their organization, and naturally are top of mind when it comes to thought leadership opportunities. As the top representative of the company, and where the buck stops, it is important for CEOs to assume responsibility in tough times. But what happens when they are not the best messenger for your brand?
There are a variety of factors to consider when putting a spokesperson forward: the goal of your outreach, the audience you are trying to reach, the skills or expertise of your spokesperson, and most importantly, their authenticity.
What is your goal?
Why are you putting a spokesperson forward in the first place? Is this a profile-raising opportunity? Are you looking to fundraise or further a mission, or are you making a statement on current events?
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
