More attention and pressure is being placed on CEOs and other C-Suite executives than ever before. Discussion of C-Suite executives in major global news and business publications continues to increase. Executive success stories, departures, and corporate malfeasance make headlines worldwide. With the spotlight on CEOs and other senior executives shining more intensely each quarter, leaders need to better understand and leverage the inextricable link between their reputations and that of their companies.
A corporate and leadership team's reputation is a central factor and invaluable asset in achieving business goals. A favorable reputation has a positive impact on share price, sales, customer loyalty, recruitment, and retention, and sets an organization apart from its peers.
Executive Positioning
A strategic and compelling Executive Positioning program is critical to enhancing a company's reputation. Whether part of a larger strategy to enhance a company's message in the marketplace, or an effort leveraging executive bench strength to establish a company as a thought leader, Executive Positioning is no longer a "nice to do" — it's a competitive necessity.
Burson-Marsteller has developed an in-depth, four-step approach to Executive Positioning. We develop programs for our clients that are differentiated, linked to the company's strategy, and devised to support measurable business results.
We work with our clients to create positioning programs that leverage the unique knowledge and points of view of company executives and that help:
- Substantiate a company's message and brand
- Enrich a company's relationships with its critical stakeholders, including key customers and prospects, opinion leaders, recruits, and internal audiences
- Improve visibility and stature of a CEO and executive team
- Influence the industry agenda at all levels and own significant elements of it.
Most Valued Podiums
Burson-Marsteller's "Most Valued Podiums" research identifies the most sought-after conferences by CEOs and senior executives; who participates at these events and why; the importance of conferences to executive positioning; and how companies best leverage their conference participation. We use our Most Valued Podiums insights to help our clients make sense of a crowded conference landscape and make better decisions on optimal venues for their executive team.
Strategic Conferencing
Conference organizers, like media professionals, are gatekeepers to valuable audiences. A speech at a high-profile forum can be a foundation for media coverage, an occasion for significant business development, and access to new information.
We use our Strategic Conferencing offering to help our clients create a portfolio of diverse speaking opportunities. We consider the full spectrum of venues – world business forums national speaking platforms; events exclusive to CEOs and the C-Suite; business publication events; and academic, special interest, and industry forums. We determine the criteria most important in selecting opportunities – from message fit to how compelling a platform; from audience profile and leverage potential to environments appropriate for the executive's experience and comfort level. We work with our clients to reach consensus on a strategic conferencing portfolio, negotiate placements, and provide on-site support and speaker coaching as requested.
We have deep insights and experience positioning CEOs at the World Economic Forum, and we have developed a robust approach to make the most of our clients' participation in this critical global event.
CEO and Leadership Transitions
The departures and successions of CEOs and other senior executives capture worldwide attention today. Burson-Marsteller has identified critical learnings and practices for each stage of executive leadership. Supported by compelling research and real-life hits and misses, Burson-Marsteller's world-class experts on senior leadership transitions provide counsel on how to navigate these important stages. We work in partnership with our clients on detailed planning, programs, and implementation support.
