More than a quarter of a company's market value is directly based on its reputation, and how executives choose to communicate with both their teams and wider audiences is a key factor in determining that trust.
The past five years have seen the heyday of the activist executive. At the first sign of a major news story, CEOs have been advised - and in some cases obliged - to broadcast their opinions about hot-topic issues and to position their companies behind them, even when it has had little to do with their business goals. Those days are over.
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