"This is an excellent book of dos and don'ts for CEOs, potential CEOs and especially for the PR people who must help them get their message out to their various publics." (Public Relations Quarterly, Summer 2003)
From the Inside Flap
Research confirms what every executive knows to be true: CEO and corporate reputation are inextricably linked and have a proven impact on a company's bottom line. Dr. Leslie Gaines-Ross, the pioneer of landmark CEO research and a senior executive at the legendary public relations firm Burson-Marsteller, describes in practical, straightforward terms the successful strategies CEOs can follow to earn and sustain enduring corporate reputations.
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Everyone with a stake in executive reputation and leadership-communications professionals, consultants, search committees, corporate boards, shareholders, aspiring leaders and, of course, CEOs themselves-will find CEO Capital to be an invaluable guide to corporate success and a steady compass for navigating the shifting seas of commerce. It isolates best practices for CEOs as they journey through their first 100 days to their last 100 hours.
In her book, Dr. Gaines-Ross:
* Demonstrates the importance of CEO reputation to a company's reputation
* Identifies the elements of CEO reputation
* Establishes a working model for building both CEO and corporate reputation
* Describes how CEOs can master the stages of their tenure to bolster their company's standing and ultimate destiny
Topics addressed include preparing for CEO transition, putting employees first, setting an agenda, declaring what matters, communicating personally and symbolically, planning for the first anniversary, minding all stakeholders, leading with thought, reinventing and executing, and leaving a legacy.
CEO Capital's first section demonstrates why securing CEO reputation demands our undivided attention. Similar to any other wealth-creating asset, CEO reputation needs to be invested in, earned and leveraged over the long term to reap enduring benefits. The next section examines the CEO's mind-set and behavior through the five stages of executive tenure. It explains how each step provides distinct opportunities to build credibility, integrity, and internal communications that lead to long-term viability. The final section discusses corporate trends that will affect chief executives in the twenty-first century. It also addresses how executives can meet the challenges of a society characterized by ever-accelerating change, scrutiny, and demanding constituencies.