Wednesday, October 07, 2009
Excerpt: Years ago, when I was on the business side at
Fortune, I used to think that someone should start a business based on finding people to whisper in CEO's ears that they really liked the company's new corporate advertising or PR campaigns. Just that one mention had the potential to set in motion a positive word of mouth campaign that would ultimately trickle down to the marcom department and indefinitely extend the life of the campaign. Nothing ever came of my idea and I forgot about it until we reviewed the findings from our recent study among global Fortune 500 chief communications officers (CCOs). It confirmed what I intuited many years ago—that a CEO's ad hoc impressions regarding his communications or advertising output can be a major determinant of communications strategy...
Source:
Bulldog Reporter