Your company's greatest PR asset OR liability is the CEO.

That is the truth.

Plenty of data to show for it.

In today's landscape, the CEO is the brand.

CEOs who understand PR are able to build strong companies.

They gain massive leverage from building that brand.

Each action multiplies a thousandfold.

Look at what Ryan Reynolds just did with Mint mobile.

There are so many examples.

But, if your CEO does not understand PR, then you are in trouble.

It is never just a product or features game.

That is just not sustainable.

It will always be a brand game, a persona game.

Product-oriented CEOs (who only focus on product) should consider being CTOs, and bringing someone in to push the brand building.

Don't get pissed at me. I am just telling you what I see via data.

Also, I will note it is obviously, extremely possible to be a product AND brand-oriented CEO.

That’s the ideal.