CEOs have become less effective for their companies’ reputations over the past two years.

Perception Scores–how a CEO is perceived in the media–have increased, while Impact Scores–how a CEO impacts their company’s media reputation–plateaued.

Understanding your CEO’s unique combination of Perception and Impact can help guide their communication strategy to maximize their impact as a brand asset.

This report analyzes the earned media of 50 major companies across 9 sectors. In it, we explore 9 CEO archetypes defined by distinctive combinations of Perception and Impact Scores and how each archetype impacts communications strategy.

Read the full report for more.