7 ways to wrangle an unpredictable leader
Prepare a crisis plan, seize control of media relations, and, if necessary, develop a new public face. Above all, be brave.
A rogue CEO can be a PR pro’s worst nightmare.
You might have an exec who spouts embarrassing public comments or commits unethical actions. Perhaps you’re dealing with someone who’s just plain oblivious to decorum.
Rather than wondering whether their critics might have a point, these sorts of leaders often haughtily discount criticism and spurn advice.
Already one of the most stressful occupations, PR becomes far worse with a rogue CEO regularly committing image-damaging blunders. Unfortunately, the CEO is often the company’s de facto spokesperson and its public symbol. What can communicators do when the CEO is a walking PR disaster? PR experts offer these recommendations:
Be brave. You may be hesitant to confront someone with a seven-figure compensation package. Don’t be. It’s your job to help correct execs, says Denise Kaufmann, director of North America client development for Ketchum. Find confidence in your communication expertise. If you work for a public company, you may have to enlist the chairman or lead independent director in your efforts.
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