"To Be Or Not To Be An Activist CEO: Towards A CEO Activism Playbook", a webinar presented by Eric Kwame Adae, Ph.D., APR to the Public Relations Society of America (PRSA) Educators Academy on May 30, 2023.
Detailed Description:
Although corporations have not always been concerned about wider social, political, and environmental issues that are not directly related to their financial bottom line, some scholars have observed that significant shifts are in the offing. Corporations, their brands, and corporate leaders are taking public stances on diverse social matters through various activist and advocacy campaigns.
Nowadays, big business and big-name CEOs carry protest signs, admonish politicians, and sometimes threaten economic reprisals against politicians and federal governments. Particularly, Chief Executive Officers (CEOs) now weigh in on issues that were once the preserve of politicians, non-governmental organizations, civil society organizations, and other advocacy groups, including controversial issues such as same-sex marriage, race relations, environmental protection, and executive pay.
CEO activism may well signal a significant shift in corporate public relations, brand communications, and PR for social responsibility, since until relatively recently, most large companies have sought to remain apolitical. With the growing incidence of CEO activism, however, some PR firms have been setting up whole new service lines to guide corporations and their leaders in such campaigns. However, CEO activism is regarded as a “fairly new” expression of corporate social advocacy that is not adequately understood. Others see this form of corporate sociopolitical involvement as a “double-edged sword” because of its association with some rewards, but also significant risks.
Based on findings in sections of the literature, but also the presenter’s own empirical research, this webinar will discuss various themes related to CEO activism, including its motivations, clusters, and specific examples of issues, range of tactics, and outcomes produced.
