PRWeek 2005 CEO Survey delves into corporate PR role

NEW YORK: The 2005 CEO Survey is now taking place. This annual study, sponsored by Burson-Marsteller, aims to discover how corporate leaders are communicating with key stakeholders and how they view the role of PR in their organizations.

NEW YORK: The 2005 CEO Survey is now taking place. This annual study, sponsored by Burson-Marsteller, aims to discover how corporate leaders are communicating with key stakeholders and how they view the role of PR in their organizations.

The 2004 study found that CEOs spent more time communicating with customers and media than they had the previous year. Some CEOs PRWeek spoke to for an article published with the survey said that it was important that they be spokespeople for their companies.

"I represent the brand; I am the brand," Daniel Lalonde, Tag Heuer CEO, told PRWeek. "I am the walking Tag Heuer brand in the US.

"There is not one best way to reach our consumer," he added. "We must have a strong integrated strategy. And PR is honestly one of the most important parts of the mix."

This year's survey includes questions about blogging, including whether CEOs are blogging for companies. Some questions also ask CEOs what they consider to be proof of ROI for their company's PR programs.

The results of the survey will be published November 7.

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