A recent blog, spotlighted the virtues of a favorite chief executive I've enjoyed working with. Now it's time for the dark side.
Let's take a look at chief executive officers whose personas and actions literally contaminated PR programs and the professionals who ran them.
The Unethicals – Publicly reporting revenue that simply did not exist? Lying about your educational background? Fabricating stories about your work history? Propping up the value of your stock? No problem for these unethical CEOs! They contaminated PR programs by destroying their personal credibility, and in the process, the companies they led and shareholders who put their trust in them.
The Bullies – If employees are so scared their hands visibly tremble in your presence, is this cause for concern? Not for the Bully CEO! This testosterone-laden group lives for the thrill of hunt and kill; dominate and crush is their mantra. Bodies lie in their wake, but the Bully CEO is only more energized by the devastation. Stay in their employ and lose your soul – or die a violent death. These chief executives contaminated PR programs by making fear their management style.
The Smartest Guys in the Room – These CEOs were so hopelessly insecure they could never entertain the idea – even for one moment – that someone else might have something worthwhile to offer. 'Why listen to subservient foot soldiers when I'm so damn brilliant?' was their working philosophy. These chief executives either laced every conversation with their endless banter or pretended to care about a person's viewpoint, only to inevitably dismiss it with poorly veiled condescension. They contaminated PR programs by rendering experienced, talented people obsolete.
The Fairest of Them All – These CEOs personified myopia, which is defined as "lack of discernment or long-range perspective in thinking or planning." They couldn't accept the reality that their companies competed against (and in some cases were getting their butts kicked by) other players in an active marketplace. These chief executives contaminated PR programs because their rose-colored glasses made it impossible to competitively differentiate and create market traction.
The Libidinous Leader – Unfortunately, I've seen this CEO category on more than one occasion over the past three decades. Inappropriate behavior and harassment in the office? Illicit international affairs that direct the CEO's attention elsewhere? It's all in a day's work for the multi-tasking Libidinous CEO. These guys contaminated PR programs by damaging their personal reputations inside their own companies and making themselves absentee landlords, often during critical PR moments.
Rock Star Wannabes – The largest single category of Nightmare CEOs I've encountered are the guys who looked in the mirror every morning and saw Bill Gates, Steve Jobs or Larry Ellison. Unfortunately their personalities, pedigrees and actions created a less inspiring form of leadership. 'I deserve to be on the cover of Business Week' illustrated the mindset of these individuals. Rock star wannabes contaminated PR programs by failing to understand that an artificially (not artfully) created persona doesn't substitute for sweat equity in building a great company.
Instant Gratification CEOs – The final group of CEOs I've experienced talked a great game, but never got involved. They lip-synched the importance of public relations. The PR team did all it could but at the end of every day, these CEOs never put any skin in the game, even when complaining about lack of PR traction. Public relations was a magic pill that was supposed to relieve pain. Pop your MotrinPR and get instant relief. Instant Gratification CEOs contaminated PR programs by neglecting to make forceful, indelible imprints on PR programs.
– Andy Beaupre
