This report is written around the key issues and themes which emerged during the interviews. In our view this provides the best way of understanding the issues which preoccupy CEOs about public relations and their own role in reputation management.

In the report we illustrate these with key quotes from the CEOs and Chairmen we interviewed, before going on to make the recommendations listed here.

Key Recommendations

• Implement better organisational listening and embed more systematic ways to manage reputation.
• Create more effective corporate radars for issues which could impact on the business and its key stakeholder relationships.
  
• Ensure stakeholder mapping to protect key relationships (and utilise the momentum from non-financial reporting compliance (Turnbull, Higgs and OFR).
  
• Communicators not only need to be doers, but become facilitators for providing messages and skills coaching for all contacts with key stakeholders.
  
• Improve training and calibre of PR people (develop their performance in the art and science of public relations).
  
• CEOs need to use internal communications more effectively to ensure they get the best out of their employees and maximise the chances of increasing discretionary effort.
  
• CEOs need leadership “points of view” and a strong personal brand to help them to get things done and to consider the very real benefits of developing a personal brand.
  
• CEOs need external public relations advisors “who can look them in the eye” and sometimes tell them what they don’t want to hear, but have to know.

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