Susanne Müller-Zantop : Why do Chief Executive Officers or CEOs get so much criticism these days? It's all in the public domain: their salaries, their bonuses, their performance... And why do most CEOs remain silent?
I'm Susanne Müller-Zantop, Founder and CEO of CEO POSITIONS, a company I founded with 3 other partners in early 2006. We are currently operating in Switzerland, Austria and Germany, targeting more European countries from 2007.
For the past 20 years, I've been working either on the analyst media side or in large corporations directly with CEOs. And if there's a single lesson learnt I can draw as a conclusion from all this time, it is that successful CEOs speak out.
Now, let me introduce Nadia Belatrache, Managing Partner at CEO POSITIONS. Nadia has a marketing and communications background. She's been working in financial institutions for the past 10 years promoting these institutions and the company image in the public. Now, Nadia, what made you adhere to the idea of CEO POSITIONS?
Nadia Belatrache: When I first heard you speak about video interviews with CEOs, my first thought was... 'Everyone wants to interview CEOs, it's a nice idea. But how do we reach them? And more importantly what's in it for them? I mean, let's face it, we all know how little time CEOs have for their daily activities let alone having time to respond to external demand of interviews'. But then, the more I thought about it, the more it became obvious that there is definitely a demand out there... or should I say up there!
Susanne, why don't we start by defining the values of our business and talk about our beliefs? One of your beliefs and the one which to me was most convincing is that the CEO's position is a communication line to his audience.
SMZ: Yes, and this is exactly the reason why the tagline of our company name is: "YOUR POSITION MATTERS". And this is my first belief, so to speak. The CEO's position matters to most people regardless if it is a professional or personal interest. And my second belief is that probably by 2010 we will have twice as much transparency in terms of public reporting. If you think of websites electing the CEO of the year, this is just the beginning!
NB: Almost all newspapers create online versions including pictures and video. It's like the time of the paper press release are gone. Now, how are corporations reacting to that? Is video a solution or a problem?
SMZ: Well, let's take the Turin Olympics as an example. The amazing increase of hits on the Olympic website can be largely attributed to the extensive use of video. You see that video increases the message one has to deliver. When I entered the industry way back in 1984, the paper press release was normal. Today, corporations should react. They should deliver animation, sound, and of course video.
NB: And the opinion changes once you see the person you're dealing with. It's almost like borders disappear.
SMZ: Yes, as a CEO myself, this is what I'm just doing. I'm trying to present myself as directly and authentically as I can.
NB: But Susanne, many CEOs are being encouraged by their lawyer or consultants not to speak out anymore because they know they will be criticised anyway.
SMZ: Yes. The problem with keeping quiet is that people become sceptical. At CEO POSITIONS we have developed a methodology that supports the CEO in addressing the public in a consistent way. We call this a POSITIONING INTERVIEW or PI. And it is a trademark.
NB: And what are the deliverables?
SMZ: Well, we cover 6 areas. First, it's the concept. Second, the content: we bring the questions. Third, the crew: you get interviews in German, French or English. Fourth, the production: we take into account that a CEO rarely has more than 30 minutes of time. Fifth, distribution: we deliver in all formats and to all audiences. Sixth, the feedback: a controlled feedback list is being provided to the PR team.
NB: So, you keep mentioning the audience. Are these the shareholders?
SMZ: Yes, but not only. The filmed interview responds to anyone who has a personal or professional interest in the firm. This might be an individual shareholder to confirm his investment decision, it might be an analyst working on an M&A thing, it might be a head hunter trying to learn about a certain candidate.
NB: So how can our clients benefit from our experience?
SMZ: Having worked in high level confidential environment makes us sensitive to CEO's requirements. We seek sustainable relationships with PR teams because we understand the situation.
NB: So, the mission is for us to support every CEO in giving his audience a new and accurate understanding of his personality, the future of his company and the markets he's operating in, within one professional, authentic filmed interview.
SMZ: Yes. Any other interviews can put him at risk. Didn't I ask at the beginning why CEOs get so much bad press? What do you think?
NB: Well, here is what one CEO once told me. She said : "we're symbolic".
SMZ: "We're symbolic". Hum... think about it. It's like one CEO carries the public image of the peer group. We feel that a POSITIONING INTERVIEW, in contrast, helps them to present themselves individually and set the record straight.
NB: This was a POSITIONING INTERVIEW with Susanne Müller-Zantop and Nadia Belatrache. |
Theme Interviews
Positioning Interviews
