Recently, a “brain trust” of PR experts (PR Boutiques International) was asked to recommend what leadership qualities CEOs look for in their C-suite executives. Here’s what they said:

A Role Model. C-suite executives are the role models for all employees in the company, as well as a window through which the business community and media view the whole company. These executives must be able to model the appropriate communication and behavior at all times.

Alignment of Values. The senior leadership team supports the CEO in his/her mission to build and communicate the mission and values of the company, both outwardly to the public and within the organization. Their values must align with those of the CEO, for clear, cohesive and inspirational communication. Today, a CEO is the Chief Ethics Officer for the company. The CEO’s image and ability to communicate credibly are, to key publics, the heart, soul and face of the company. The C-suite team shares the responsibility to reflect these communications and values to all constituencies. This includes developing and communicating a corporate vision for sustainability and communicating sustainability initiatives.

Exceptional Communication Skills. Being a talented communicator with all of the company’s constituencies, from employees to shareholders to customers and business partners, is crucial.

Tactful Frankness. CEOs should be looking for direct reports who are not afraid to criticize (constructively) the CEO or others on the team.

Realistic Goal Setters. Executives should also have the ability to recognize what is realistic so they set attainable goals, thus reinforcing their credibility.

Understanding of the Realities of the Digital World. To paraphrase John Donne, “No company is an island in the digital world.” Everyone in the C-suite and the members of their leadership teams must understand how digital communication and social media has shifted the power from businesses to consumers. Today, customers will compare prices and experiences with a company and its products or services, and set expectations for a company’s role in the community/society.

Today, customers will also research a company online and come up with all kinds of information – some true and some of it false – and will spread it widely and IMMEDIATELY. The consumer truly is now king, and is in the position to redefine the meaning of service, value, and convenience.

As a result, companies have to be ready instantaneously respond online to criticisms, whether just or unjust. It isn’t only someone from the specific department being criticized or the marketing department that has to be able to react quickly – everyone on the leadership team has to have good communications instincts and technical ability to respond rapidly. C-Suite execs must be comfortable and able to thrive in a fast-paced environment.

C-suite executives have a role to play in digital marketing. – from the development of initial guidelines and strategies to the implementation and measurement/analysis phases. Therefore, the argument can be made that the superior leaders will be those who are more comfortable stepping outside of the traditional responsibilities of their positions and having a direct impact on the ongoing marketing of the organization.

About Public Relations Boutiques International
Public Relations Boutiques International is a network of specialized, client-focused PR agencies in the U.S. and abroad. Members are senior practitioners who provide depth of knowledge, specialized expertise, and exceptional client service. Scott Public Relations is a PRBI member.

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