Tuesday 14 March 2017

Is the drop in CEO credibility due to too much spin?

The 2017 Edelman Trust Barometer revealed that employees are more trusted as spokespeople for a company than the CEO on a range of subjects eg financial performance (38% v 20%), treatment of employees/customers (53% v 17%) etc. "What can CEOs do about this?" was a question asked at a webinar held by the Institute of Business Ethics today. The answer included CEOs acknowledging that spin can be damaging to trust building.  This comment might suggest that CEOs need to re-think the use and role of PR agencies within the communication strategy to stakeholders, investing in long-term openness and truth instead of short-term cover-up and spin perhaps?.