Reputation is a more important asset than ever before, but when it comes to a threat to that reputation, CEOs are more likely to turn to a corporate lawyer than a PR firm, according to the first PR Week/ Countrywide Porter Novelli CEO survey.
One hundred per cent of CEOs questioned rated reputation as an important asset as opposed to 81 per cent quoting brand. However, when that reputation comes under threat only 21 per cent of CEOs said they would turn to their PR firm, while double that said they would turn to their lawyers.
Eleven per cent of the survey group said the reputation of the CEO himself was an important factor in corporate reputation.
Among their peer group, CEOs voted Richard Branson as the CEO best able to manage his own reputation in recent times. They voted Bob Ayling, former British Airways CEO as worst.
Sixty-four per cent of CEOs said public relations had gained in importance over the last five years, while 67 per cent said it would further increase in importance over the coming five year period.
Leader, p8/ Supplement, p11.