ABSTRACT
Leadership is a vital component of an organization’s overall reputation today. According to global public relations firm Weber Shandwick, both consumers and executives recognize the importance of leadership reputation: 66 percent of consumers in four markets worldwide (US, UK, China and Brazil) say their perceptions of CEOs affect their opinions of a company as a whole and global senior executives attribute nearly one-half (49 percent) of a company’s reputation to the CEO’s brand or reputation (Weber Shandwick, 2012). Senior executives also say 60 percent of a company’s market value is derived from the company’s reputation. With stakes this high today for CEOs to build strong and meaningful reputations on behalf of their companies, particularly in a cynical and distrustful business environment, leadership may need to leave its comfort zone and try new ways of reaching out to a diverse group of stakeholders.
