Perception is king This is a popular refrain in communications circles. In today’s hyper-connected, always-on world, perception is king. A CEO is not just the person who sits at the top of an organisation anymore, she is the face, voice, and often, the brand. In a country like Nigeria where reputation, personality, and trust usually join competence and value propositions as key drivers of business decisions, having a personal PR strategy for every CEO cannot be overstated.
The Age of the Visible Leader
From Tony Elumelu to Ibukun Awosika, Nigerian leaders who hold power do so not just because they are commercially able but also because of their reputation. They are seen, heard, and admired in traditional and new media. Their existence influences, their words inform policy and their actions influence public perception. It is no accident. This is through strategic personal branding and smart public relations.
Unfortunately, many CEOs shy away from the spotlight, thinking their corporate communications department or company brand will speak for them. Big mistake!
Why Every CEO Needs a Personal PR Strategy
1. Trust Begins With You
Humans trust humans. Not logos. A CEO’s own strong, relatable, and credible personal brand can extend the public image of the organisation. Whether you’re a fintech startup CEO, a manufacturing conglomerate head or a government agency head, your visibility and credibility directly affect how stakeholders perceive your enterprise.
2. Crisis Management Becomes Easier
In Nigeria, where news spreads very fast and misinformation spreads even faster, a long-standing personal narrative can be the best defence a CEO has if faced with a crisis. A respected public icon will be awarded the suspicion of advantage under stressful situations.
3. Talent Attraction and Retention
Millennials and Gen Zs are not looking for just a salary. They are looking to work for visionary leaders. A CEO who openly shares their values, vision, and leadership style can recruit top talent and build loyalty in their team.
4. Influence Policy and Public Sentiment
Whatever you are doing, negotiating with regulators, championing industry change, or leading innovation, a CEO with a robust public image has more influence. In Nigeria’s evolving regulatory and economic landscape, influence matters.
Aspects of a CEO Personal PR Plan
1. Message Clarity
What do you stand for? What values guide your leadership? A clear message is the basis of effective personal PR.
2. Platform Diversification
Tap into a mix of channels, LinkedIn for thought leadership, relatability on Instagram, storytelling on YouTube, and tweeting on X (formerly Twitter). Media talk shows and interviews on Arise TV, Channels TV, and TechCabal in Nigeria can be breakthrough material.
3. Thought Leadership
Write articles, speak at conferences, and present webinars. Show, not tell, your vision and expertise. Speak up and shape discussion in your area of expertise.
4. Reputation Monitoring
Use media monitoring tools to track mentions, sentiment, and engagement. Proactive, rather than reactive, is a good strategy.
5. Crisis Preparedness
Prepare a crisis communications plan that is personally tailored to you, rather than your organisation. Know what to say, and when to say nothing.
The Nigerian Cultural Context
In Nigeria, perception is stronger than reality. Titles, appearances, affiliations, everything matters. CEOs must be able to navigate these nuances. Showing humility, local commitment, and genuineness can work magic. Whether it’s giving to a hometown charity, or standing on national issues such as youth empowerment or gender equity, connecting emotionally and culturally with the public counts.
Final Thoughts
In a reputation-based, influence-based, and trust-based competitive marketplace like Nigeria, where firms rise and fall on reputation, trust, and influence, the CEO must step out from behind the desk and into the spotlight. A personal PR plan is not ego or self-promotion. It’s leadership. It’s setting the tone for your organisation and building confidence with stakeholders.
At 1234 Perceptions Limited, we help pioneering leaders develop customized personal PR strategies that amplify their voice, shape perception, and build lasting legacies. Your leadership must be heard, seen, and revered. Let us make it so.
