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[Infographic Korea Edition] The CEO Reputation Premium - Weber Shandwick

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[인포그래픽] 프리미엄 CEO 명성 관리 - CEO 명성에 대한 한국 임원들의 생각

[Launched on March.05. 2015. New York]

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[Infographic Korea Edition] The CEO Reputation Premium - Weber Shandwick

  1. 1. CEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issuesCEOs taking public positions on policy or political issues SOCIAL MEDIA COMMUNICATION DECISIVENESS For more information about The CEO Reputation Premium: Gaining Advantage in the Engagement Era, please contact: Tyler Kim Managing Director, Korea Head, Corporate and Crisis Communications, Asia Pacific Weber Shandwick tyler.kim@webershandwick.com Micho Spring Chair, Global Corporate Practice Weber Shandwick mspring@webershandwick.com Leslie Gaines-Ross Chief Reputation Strategist Weber Shandwick lgaines-ross@webershandwick.com Ian Rumsby Chief Strategy Officer, Asia Pacific Weber Shandwick irumsby@webershandwick.com CEO reputation affects executives’ job decisions. CEO Reputation Matters In addition to enhancing market value, a strong CEO reputation… CEOs Should Exercise Caution When Taking a Stance on Public Policy6. The CEO Reputation Premium: Gaining Advantage in the Engagement Era 1. The past several years have not been easy for big business and its leaders. Despite the numerous threats CEOs have faced to their reputations and those of the companies they run, Weber Shandwick’s research continues to find that CEO reputation is a fundamental driver of corporate reputation and is unwavering in its contribution to market value. CEO reputation is a premium form of currency and wealth in an economy where companies trade on their reputations every day. This CEO premium exerts enormous influence over enterprises and within the industries they operate and should never be underestimated or neglected. In The CEO Reputation Premium: Gaining Advantage in the Engagement Era, Weber Shandwick revisits the realm of CEO reputation to better understand what is required of leaders today. With partner KRC Research, we surveyed more than 1,700 executives, managers up to the C-suite (excluding CEOs), from 19 countries. We surveyed 100 South Korean executives who worked in companies with revenues of $100 million (USD) or more. South Korean results are reported below. CEO Reputation Has an Internal Impact 2. CEOs Need an External Profile in More Ways Than One4. 66% 66% 63% 61% 54% 49% 42% Weber Shandwick recommends that business leaders and their companies consider the following strategies to bolster CEO engagement on a visible scale and reap the reputational benefits that come with effectively engaging stakeholders wherever they happen to be. 36% Improves company reputation 39% Equally improves and hurts company reputation 45% 48% CEO Online Engagement is Important, Too 5. 4%Not sure 3%Neither REPUTATION VISION GLOBAL OUTLOOK South Korea Edition The interdependence between CEO reputation, company reputation, and market value demonstrates that leadership is a resource worth investing in and cultivating. 85% affords crisis protection 83% attracts investors 81% attracts new employees 73% generates positive media attention 73% retains current employees External visibility activities that are important for CEOs to do South Korean executives believe it is important for CEOs to partake in external relationship-building and shine spotlights on their companies. Speak at leadership events not specific to industry Impact of CEO being highly public or visible... CEO Public Engagement is the New Mandate3. Share new insights and trends with the public Speak at industry or trade conferences Hold positions of leadership outside the company Be active in local community Publicly take positions on issues that affect society at large Be visible on the company website Be accessible to the news media Be visible on the corporate video channel of South Korean executives report that it important for CEOs to have a visible public profile for a company to be highly regarded 66% 43%of South Korean executives expect thatCEOreputationwill matterevenmoretocompany reputation in the next few years 51%of their company’s market value to the reputation of their CEO, on average 48%of their company’s reputation to the reputation of their CEO, on average 45% Inappropriate for CEOs to do 37% Important for CEOs to do The CEO’s Guide to Reputation and Public Engagement 7. South Korean executives are more likely to think that it is inappropriate for CEOs to take a public position than it is important to take a public one. CEOs should carefully weigh the pros and cons and be sure that their stand aligns closely with their company’s business goals. Assess the CEO’s REPUTATIONAL PREMIUM. Develop the CEO’s "EQUITY" STATEMENT. Identify and develop the CEO’s STORY on behalf of the company. Be an industry ADVOCATE. Leverage the BENCH. Bulk up on MEDIA TRAINING. Carefully evaluate CEO’s STANCE ON PUBLIC POLICY. Decide which VENUE is right for the CEO. Develop a SOLID SOCIAL STRATEGY. Keep REPUTATION DRIVERS at the top of your to-do list Bolster CEO reputation among your own EMPLOYEES. Don’t view CEO HUMILITYas a weakness. /WeberShandwickAPAC @engagingalways /WeberShandwick /company/Weber-Shandwick /WeberShandwickAP +WeberShandwick South Korean executives attributeSouth Korean executives attribute CEO visibility is more likely to improve corporate reputation than harm it, but many executives believe it has equal potential to both help and harm. Therefore, CEO visibility needs to be handled with care. 18% Hurts company reputation 59%of South Korean executives say their CEO’s reputation influences them to remain at the company 53%of South Korean executives say their CEO’s reputation influenced their decision to accept the job 52% of South Korean executives would elect to keep their CEO if put to a vote of South Korean executives say their CEO is more willing to talk with the news media today compared to several years ago 41% South Korean executives report that it is important for CEOs to... Participate in Social Media Be visible on the internet (e.g. company website, social media, online news source) 0 15% 30% 45% 60% 75% 43% 70%

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