1. Introduction
Why we did the research, how we managed the interviews, and why
this report matters to Chief Executives, Chairmen, Communications
Directors and Public Relations advisors and commentators
2. Executive summary
A summary of what we found: the 6 key themes, main findings
and outline recommendations
3. What the CEOs and chairmen said
1 The value of public relations – must
we be able to measure ROI?
2 What contribution does PR make to corporate reputation?
3 Who is responsible for reputation and what are the CEOs links
to reputation?
4 CEOs’ views on the benefits of PR
5 What should the role of PR and its practitioners be?
6 The calibre and changing role of public relations practitioners
4. Composite interview
A mock interview with a “composite” CEO designed to
convey the essence of the survey findings
5. Conclusions and recommendations
What does this all mean for public relations professionals and
CEOs and what should we be doing next?
6. Appendices
i The companies and organisations represented
by the interviewees
ii Biographies of the authors
iii Interview questionnaire
