Handling New (and Old) Media – a CEO’s Perspective on Personal Brand

With all the scrutiny, underlying corruption and increasing scandal in today’s corporate climate, being a CEO has become a tougher job than ever before.  Even for executives who run a tight ship and have clean books, the smallest mistakes, the slightest misleading information, the most honest mistake in judgment – can turn the company’s world – and the CEO’s personal brand - into a disaster.  The same can be true when company employees misrepresent themselves, in large part thanks to the internet.

Never before has it been so easy to find new information, dig up old data, capture quotes or comments and disperse them far and wide.  Simply put, this isn’t a battle most C-Level executives were taught to fight; they often aren’t exactly sure of what steps they can take (or shouldn’t take) to help aid both the brand of the company and their own personal brand in the realm of new media – or even the old media, as the reporters use the internet to do research and send information.

A CEO in today’s world of corporate fraud is confronted by an angry, wary public, with incorporating complex and expansive new laws, and facing political pressures before unknown.  But on top of that, they have the new behemoth of the internet to consider as well.  All these factors combine to make the job more difficult than ever before – and it wasn’t easy to begin with.

Many CEO’s figure they have little to worry about, as their company has done no major wrong – or they know they themselves are good people.  Unfortunately, the idea “all is well because I said so” couldn’t be much further from the truth.  Reporters are being encouraged to beat the cyber-bushes in search of their “Woodward & Bernstein” nugget, and to be the first in the newsroom to bring down a corporation.  Dealing with a reporter who is trying to climb the professional ladder can be stressful – and confronting information that they found which may or may not be true is daunting.  Even if the CEO is clear and clean, it isn’t about the CEO many times – they are simply the conduit or lightning rod the bad information courses through.

Being a former journalist, I know the potential reckless fervor and hot blood that come with constantly being told to get the “bang bang” – for years, it has always been the most important part.  Sadly, good news doesn’t sell. 

Whether you believe the media leans left or right, know this – if they come calling on your doorstep and it is your company in the news, it won’t matter which way the wind is blowing, because it will feel directly in your face.  And the wind will keep blowing – thanks to the internet – which is the elephant that never forgets.  Stories gain more life online – and longevity is bordering on non-perishable.  It won’t just be there today, tomorrow or the next day – it will be found on down the line forever.  With companies now being held accountable for employee’s actions, too – and employee’s online forays and missteps being tracked the same way, it is important to control as much as you can.

It is not only your company’s brand you need to protect, but your own as well, as well as that of your people.  Be sure to remember that if you are somehow snared in the trap, the company can usually recover faster than you can on your own.  So, “let’s be careful out there,” as my old favorite show, Hill Street Blues used to say.  Take control of what the web says about you and your employees.

CEO’s today have to be transparent – they must be careful, smart and position themselves above the fray, remembering the internet is the great equalizer and cyber-sleuths love to uncover “who is really behind those posts,” as Whole Foods CEO, John Mackey, found out.  Other CEO’s have realized transparency in all facets of business.

In reaction to this higher scrutiny, some CEO’s, Boards and companies choose to try and pretend the internet isn’t there, banning blogs, personal web pages for employees and more.  However, this is only going to provide a adverse reaction from the employees, much like that of a rebellious teen.  Told not to do something, they are that much more likely to do it – and do it carelessly.

Companies need to help control their own brand, and at the same time, how it interplays with the personal brand their employees will inevitably build online.

Andy “Google Me” Greider is a marketing consultant and new business director with Carroll/White and radio show host of business growth solutions show, Uniqueness is Power. Andy is also Brand Manager with qAlias, plus he is a serial entrepreneur, author, blogger, inventor of the Gorelephant and networther.