Poll: CEOs boost role in external comms

NEW YORK: CEOs are spending more time communicating with the media and with customers than they did two years ago, according to the results of the 2004 PRWeek/Burson-Marsteller CEO Survey.

NEW YORK: CEOs are spending more time communicating with the media and with customers than they did two years ago, according to the results of the 2004 PRWeek/Burson-Marsteller CEO Survey.

Overwhelmingly, CEOs reported that doing media interviews is the most effective way to get the company's message out, followed by speaking at industry conferences and trade shows.

The data, and interviews with CEOs of such companies as Tag Heuer and the Turner Corporation, reveal that CEOs believe being a public voice for their firms is a vital part of the job.

"It can't be outsourced," says Chris Komisarjevsky, Burson-Marsteller CEO (who recently announced his retirement). "Corporations succeed or fail based on the way the public perceives them.

"I think you're seeing a growing recognition - perhaps, in part, coming out of the corporate scandals of the past few years - that this is a fundamental part of the job," he added.

The survey also reveals that CEOs believe responsibility for telling a firm's story should be shared with other senior executives. Ninety-four percent of the 106 CEOs who responded said that it was either very important or important for other senior executives to spend time on external communications.

For the full report on the survey, turn to page 15.

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