At an event in New York City to launch The CEO Reputation Premium: Gaining Advantage in the Engagement Era, Weber Shandwick Chief Reputation Strategist Dr. Leslie Gaines-Ross presented results from the research. A panel, moderated by Fortune's Jennifer Reingold, then continued the discussion, with experts from Campbell Soup Company and PIMCO, Micho Spring, Chair, Global Corporate Practice and President, New England at Weber Shandwick and Carol Ballock, Executive Vice President, Executive Equity & Engagement Lead at Weber Shandwick, sharing insights and stories about CEO reputation. View Dr. Gaines-Ross’ presentation for her key findings from the research.

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The CEO
Reputation Premium:
Gaining Advantage in the
Engagement Era

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CEO reputation evolution
1900s 1950s 1980s Late 1990s Early 2000s TODAYLate 2000s
Organization
Man
Celebrity
CEO
Dot.com
CEO
Smart
Creatives
Industrialist
CEO
Recession
CEO
Engaged and
Humble CEO

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what we learned
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#1 CEO reputation matters
% of company’s
reputation
attributed to
CEO’s
reputation
45%
% of company’s
market value
attributed to
CEO’s
reputation
44%
% expect CEO
reputation to
matter more in
next few years50%
% say CEO
reputation
retains
employees
70%
% say that CEO
reputation
attracts new
employees77%

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#2 public engagement
is the new CEO mandate
Nothing works as well as that personal presence,
despite the personal toll that can take.
“ ”— MICHAEL USEEM
DIRECTOR OF THE CENTER FOR LEADERSHIP AND CHANGE MANAGEMENT
AT THE UNIVERSITY OF PENNSYLVANIA’S WHARTON SCHOOL
81%
81% report it is
important for CEOs to
have a visible public
profile for a company
to be highly regarded

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Global English Language Top Tier Outlets Aggregated by Factiva
0
10
20
30
40
50
60
70
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
#articles
Media coverage of CEO humility
#3 humble CEOs are being noticed

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#4 CEOs need multiple external platforms
External
engagement
activities that are
important for
CEOs to do

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#5 CEO sociability comes
with reputational rewards
Category 1
Highly
Regarded CEOs
Poorly Regarded
CEOs
24%
7%
CEO Participates in Social Media

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#6 reputation is gender-blind
Executives with male CEOs Executives with female CEOs
Company reputation
very strong
38%
36%
CEO reputation
very strong
35%
33%
% of company
market value
attributed to CEO
reputation
43%
47%

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the CEO’s 12-step guide to reputation
and engagement

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THANK YOU!
CAROL BALLOCK
Executive Vice President,
Executive Equity & Engagement Lead
Weber Shandwick
cballock@webershandwick.com
LESLIE GAINES-ROSS
Chief Reputation Strategist
Weber Shandwick
lgaines-ross@webershandwick.com
For more information about The CEO
Reputation Premium: Gaining
Advantage in the Engagement Era,
please contact:
For more information about Weber
Shandwick’s Executive Equity&
Engagement offering, please contact:
#ceoreputation