When a CEO talks, people automatically listen (or read), right?
Wrong.
Readers are certainly more keen to read some topics over others, and that is something Memo, a leading media monitoring company, recently dug into. Memo uncovered what people were most interested in reading about over the past year and what we can learn from it.
Why does executive visibility matter?
Many communicators prioritize executive visibility to build trust and connect with their audiences. However, understanding what content resonates with readers and how to strategically position CEOs is crucial. The Memo report draws insights from a comprehensive analysis of over half a million articles. It sheds light on key trends and offers advice for executive communications professionals.
What do people want to hear from CEOs?
Rise of Social Commentary: One prominent finding is the surge in readership for CEO commentary on social issues. Whether addressing Pride month merchandise, increased store theft, DEI policies, or embracing ESG initiatives, CEOs are finding resonance when they engage with societal concerns.
Focus on Remote Work and Return to Office (RTO): Return to office is a hotly contested topic, and readers are eager to know where CEOs stand. Discussions around remote work and RTO continue to dominate CEO content. Executives must address these topics authentically, considering the significant readership they garner. This underscores the importance of transparent communication regarding organizational policies and employee well-being.
Leadership Style and Empathy: CEOs who demonstrate empathy and understanding towards employees and customers are capturing the audience's attention. Narratives showcasing leaders walking a mile in their stakeholders' shoes resonate strongly. This highlights the significance of empathetic leadership and the power of storytelling in shaping public perception.
Embracing Technology and Innovation: As technological advancements reshape industries, readers want to hear CEOs' perspectives on AI and other emerging technologies. Articles on AI received three times as many engagements as other topics. Thought leadership on innovation continues to attract readership. It emphasizes the importance of staying in touch with technological trends and positioning CEOs as forward-thinking leaders.
Shifting Narrative Strategies: CEOs face scrutiny on various fronts, from compensation to workforce decisions, so it's essential to navigate the narrative effectively. Rather than traditional CEO profiles, focus on thought leadership addressing pressing societal and technological issues. This approach aligns with reader interests and helps shape a positive narrative around leadership.
Executive visibility today demands strategic communication that resonates with readers' interests and concerns. By understanding reader preferences and embracing authentic storytelling, executive communications professionals can effectively position CEOs as empathetic leaders who are in tune with the needs of their stakeholders and broader society. Adapting your communication strategies will foster trust and engagement as the public continues prioritizing socially conscious leadership and technological innovation.
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