PR and CEOs--What's to Know?

When it comes to CEOs, PR is a funny business. On one hand, a lot of people in middle to upper-middle management are like "what the hell does PR do?" and on the other hand we often find ourselves in direct contact and influence with CEOs on a pretty regular basis.

So the question is, what do CEOs want/know of PR? Here is some of my experience and insight. Where we PR people win (or can win) and where we fail (or can fail).

My preface: I've been dealing a lot with CEOs of everything from multi-billion dollar international corporations to mid-size businesses and small businesses lately so this is on my mind. Whether heading multi-billion dollar companies or start-ups CEOs generally have a lot in common.

CEO PR Need to Know 101: 5 Quicks Tips for CEO Communications

1) Highly interested: I've found that, for a variety of reasons (for their company, their personal brand or both), CEOs are generally pretty interested in what PR can do. I don't think many (read any) take it as " #1 corporate success philosophy," but I do think that they (more than most) understand what it can do.

2) Very time-limited: CEOs are extremely time-limited (and PR day-in-and-out ranks 67th on their list, if not lower). They don't want long, drawn-out PR plans. It is all haze to them. When presenting plans or ideas, keep it short. CEOs "DO things" (a lot by instinct) and only read the most essential items. They don't have time to review PR plans that are a big bore or (more importantly) a time-guzzler. In PR we like plans, but just know your audience and who those plans are meant for (hint: not the CEO--especially of large corporations).

3) They want targeted information: When they are going into a big opportunity, high-profile interview/speech/PR situation, they WANT detailed information. While they are limited with a billion other things, when it actually is time for a big PR opportunity (or anything else) they don't want to look like idiots. The key is to know when they need information and when they don't (and this certainly can vary between CEOs based on personality).

4) Personal efficiency: CEOs have gotten to where they are because, in part, they are good, efficient relationship builders and communicators. Believe it or not, most (especially seasoned CEOs, not the Zuckerbergs) can get more done in five minute phone conversation than an e-mail string. Again, they DO things...a LOT of things...a LOT of things that take time.

5) A Few Big Wins: A few big wins, one or two big campaigns or interviews, go a LONG way. CEOs want big things (they are big thinkers after all) so it is better to concentrate on ONE big opportunity than 10 mediocre ones. CEOs feel entitled (and the bigger the company, the more that grows) so let's make sure they are satisfied. (and yes, there are "celebrity CEOs" but by and large most CEOs have more on their mind than their mug on the front page of every publication that will listen).

While this post could go much deeper and longer (book length), I hope these 5 quick tips help.

While working with CEOs in PR, you have to be calculated, efficient and patient. You need to know when to push, when to pull, when to go on your own and when to stay out of the way.

Good luck!