There is good reason to put this strategy to work: The CEO's role nowadays transcends the organization to both public perception and critical customer touch points. That's why the CEO must communicate his or her passion for the brand to key audiences and lead new customer PR related initiatives.
Failure to modernize the brand via PR at the right time in the business cycle can cost the company its reputation and risk the business perception to go from trend-setter to follower. A lack of effort in brand rejuvenation can also diminish a company's thought leadership position, hurt the long-term credibility of the brand, and affect employee morale.
The PR function can help the CEO realize his or her vision in brand rejuvenation through a myriad of PR related initiatives including delivery mechanisms such as:
A dedicated Web site for the CEO, allowing him or her to communicate a passion for the brand via thought leadership content such as external blogs, speeches delivered over video streams, published articles, powerful quotes, tips to enhance the brand experience, and more.
Internet social PR mechanisms that go beyond the customer base to the broader community and to future generations of brand users.
Internet speaking circuit, which can include, for example, the CEO's content displayed on the sites of industry associations and trade shows.
Networking PR opportunities for the CEO with groups of journalists.
An internal CEO blog delivered over a corporate intranet to keep employees in the loop of the brand rejuvenation efforts and to obtain employee feedback and suggestions.
Moreover, the PR staff should enable the CEO to deliver his or her brand rejuvenation message through media, online interactions, and informational events that associate the brand with the key value points the company brings to specialized market niches.
CEOs who become brand rejuvenation chiefs can make a significant difference to the well-being of their brand and allow their PR staff and other aspects of the organization to perform at their level best in delivering great customer-related experiences.
Adam Joseph is an advisor to CEOs, and Flora Iacchia is a provider of content and services to CEOs and organizations.