exchange4media.com and Eikona, the Neutral, Earned Media Planning, Audit & Advisory Service, jointly bring to you an infographic fortnightly series called EIKONA connect. This series will focus on quick interesting nuggets of PR/Earned Media Trends and dynamics faced by the Professionals of Corporate Communications & PR Firms. The objective is to create and inculcate informed opinion about PR and aid towards Scientific Decision Making Process.
It seems that the corporate kings, aka CEOs, are leading their armies from behind. It is increasingly being observed that in PR/Corporate Communications warfare, CEOs are letting their sergeants – other CXOs, HR Heads, Vertical Heads, Product Heads, etc. – take charge of creating and sustaining the brand’s thought leadership & reputation management.
Towards this, one key tool that corporates use is known as authoring articles/views on various topics that directly or indirectly influence the business. The authored articles could be on topics such as Government Policy/Regulation, Inflation, Consumer Trends, Corporate Social Responsibility, Usage of particular product or service, and many more.
Eikona studied the various designations of company spokespersons who have been authoring or contributing articles to various print publication houses. The following observations came up:
1. Quantum of authored or contributory articles by non-CEOs is growing.
In the chart above, the average of last two years indicate that authored articles by non-CEOs have seen an increase of close to 25%.
2. HR Heads, CIOs & Business Heads, are amongst other high contributors of authored articles.
HR Heads, CIOs and Business/Category Heads are consciously spending time crafting thought leadership messages through authored articles regularly.
It is not fair or practical to depend on or make the CEO solely responsible to create and sustain thought leadership. It is only fair that individual function and business heads take up this key task and craft their messages in conjunction with the business objectives.
One more positive side to this is that by doing so, the thought leadership or reputation creating machinery of the corporate brand does not get hampered in any way when the CEO is unavailable.