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Can a CEO today get away with a low profile? We say it’s risky! The reputation of a company is increasingly inextricably linked to the reputation of the CEO. If there are two equally competing companies, and one has a high profile CEO with a good reputation, that will be the winning company. In that situation, the board of the losing company would rightly consider changing CEO. More, a CEO with a good reputation might be able to suffer an adverse event and survive; less so the neighbouring quiet achiever. That same high profile CEO will be doubly equipped to manage the crisis, being already familiar with how to optimise the main mass communication channels to customers, usually media and social media.

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Author Peter Wilkinson

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