万博宣伟-传播和营销眼中的CEO行动力（英文）-2019.1-26页_1mb

CEO Activism: Inside Comms & Marketing Summary

Core Content

This report, CEO Activism: Inside Comms & Marketing, is the third in a series of annual CEO activism polls conducted by Weber Shandwick in partnership with KRC Research in 2018. It explores how communications and marketing executives in the US, UK, and China perceive CEO activism and the steps companies are taking to prepare for it.

Main Findings

• CEO Activism Trends: CEOs are increasingly speaking out on social, political, and environmental issues such as climate change, gender pay equity, and discrimination.
• Survey Methodology: A survey of 500 communications and marketing professionals (300 in the US, 100 in the UK, and 100 in China) was conducted in May 2018. These professionals held various roles, from managers to C-suite executives.
• Favorability of CEO Activism: 62% of communications and marketing executives are favorable of their CEO taking a public position on societal issues. This favorability increases with experience in CEO activism.
• CEO Preparedness: 41% of communications and marketing executives say their CEO is better prepared to respond to issues compared to one year ago. 26% rate their CEO as “very prepared,” and 40% as “somewhat prepared.”
• Reputational Impact: 67% of communications and marketing executives whose CEO has spoken out report a positive impact on company reputation. 70% of those who experienced reputational impact (positive or negative) say it was long-term.
• Sector Differences:
  • Telecom/IT/Tech Industry: 45% of communications and marketing executives report their CEO has spoken out on hot topics.
  • Financial Services & Insurance: 56% of professionals say their company spends time discussing whether the CEO should speak out.
  • Tech Industry: 33% of communications and marketing executives report their CEO is very prepared to respond to issues.
  • Tech Industry: 25% of professionals believe their company would gain a significant reputational advantage if the CEO spoke out.
• Strategic Recommendations:
  • Prepare in Advance: Companies should proactively research and prepare for potential issues, regardless of whether they plan to speak out.
  • Align with Company Values: Ensure CEO activism is consistent with the company's values and employee expectations.
  • Internal Dialogue: Encourage internal discussions about activism to understand employee and stakeholder perspectives.
  • Training and Research: Invest in media training and research to help CEOs respond effectively and factually.
  • Legal and Policy Awareness: Understand legal frameworks and government policies related to the issues.
  • Grassroots Input: Gather opinions from employees and ensure the CEO’s message reflects company culture and values.

Key Information

• CEO Activism is Becoming the Norm: As societal issues become more prominent, CEO activism is increasingly seen as a competitive advantage.
• Global Perspective: While US public attention is often centered on CEO activism, companies in the UK and China are also showing increased planning and preparation.
• Risks and Rewards: Although risks are acknowledged, the reputational benefits of CEO activism are seen as significant, especially when aligned with company values.
• Communication Strategy: The report emphasizes the importance of internal alignment, preparation, and coherence in CEO messaging to avoid misinterpretation and ensure authenticity.

Conclusion

This study highlights the growing importance of CEO activism in shaping corporate reputation and public perception. Communications and marketing executives are key stakeholders in this process, and their insights underscore the need for strategic preparation, alignment with company values, and a clear understanding of the potential impact of CEO public stances.