Marina Byezhanova emphasizes the importance of personal branding for business leaders, especially in light of threats like deepfakes. She suggests that active engagement with stakeholders is essential for effective crisis communication. While acknowledging the risks associated with AI, Byezhanova advocates for using technology positively to enhance productivity without losing authenticity. She argues that a simple, consistent presence on social media can keep leaders on their audience's radar without requiring them to become influencers. This balance is critical for maintaining trust and connection.
As the owner of a personal branding agency for CEOs, my first thought was: "Thank goodness he is so active at building his personal brand that he has a large and engaged network."
You need to have a platform where you are connected with your stakeholders... However, you don't need to morph into a social media influencer either.
AI is not the villain; as with any technology, there will be people who take advantage of it for harmful purposes.
In times of cancellation culture, misattribution of messaging, or crisis, it's vital to develop a direct line of communication with your stakeholders.
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