webershandwick

Executive Equity & Engagement

We build and leverage executive visibility in support of key business goals.

Visibility is the new mandate for CEOs and senior leaders. For a company to be highly regarded, its CEO needs to be visibly engaged with its many audiences. Senior leaders other than the CEO also influence reputation and need to stand out.  Most clients intuitively understand their executives need to be visible but the majority lack a process to strategically engage their executives to further their company’s business and reputation goals. Executive Equity & Engagement is our proprietary process to deliver on that promise. It’s built on a four-phase approach:

Building on a thorough Landscape Assessment to establish the business and competitive context in which the company’s senior leaders will be seen and heard, we define the Executive Equity to establish what the executive stands for and how that connects to the larger corporate business goals. This equity definition can be done for one executive, usually the CEO; however, it is most powerful when done for the senior leadership team. As part of this work, we prioritize key audiences and develop a Message Track to guide the executive’s narrative both internally and externally.

We then build a Strategic Engagement Plan to place the executive in the right place, at the right time, with the right story. These are proactive, intentional choices about where the executive should appear and engage and include a holistic mix of speaking at conferences, traditional and social media, and also can include top leadership lists and awards. We also develop a Digital Content and Channel Plan to enhance online influence and drive content to the right mix of online audiences. We perform routine and rigorous measurement of progress against stated goals using a mix of quantitative and qualitative measures. And we conduct a bi-annual Equity Check to apply learnings, reassess the business and competitive landscape, and identify future opportunities.

We have worked with more than 100 C-level executives since the launch of our Executive Equity & Engagement specialty, including 30 CEOs. Our executive clients tell us our process has helped them to communicate in a more compelling way; create new channels to communicate; and evaluate opportunities from a clear understanding of what they are trying to accomplish. They also say it has helped them to elevate their corporate reputations and empower employees to advocate on their company’s behalf.

This integrated approach substantially increases the company’s overall visibility and aligns all leaders with common messaging against common business goals.

Specialty areas of expertise include:

  • Competitive Benchmarks
  • Equity Definition and Statement
  • Executive Narrative/Message Track 
  • Digital Content Strategy
  • Engagement Plan Development
    • Top Conferences for CEOs and C-suite Executives
    • Leadership Lists and Awards
    • Digital Content and Channels
  • Women’s Leaders Engagement   
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Women Leaders Engagement

Our Women Leaders Engagement offering helps companies realize the benefits of making their women leaders visible, influential and accessible. These range from building value for their company reputations to having a positive impact inspiring the next generation of women to lead. Our experts work with accomplished female CEO and C-level executives and aspiring leaders to develop their executive narratives and strategically raise their visibility to advance their business goals. 

Women Leaders Engagement builds on the findings of our proprietary research on the gender implications of leadership as well as our unique insights from working with several C-level executive women clients, including female CEOs of Fortune 500 companies. It also underscores our commitment to helping women leaders amplify their voices and have greater parity and influence on today’s business dialogue.    

Of the 100+ C-level executives that the Executive Equity & Engagement practice has counseled, nearly one-third of them have been women. Our Women Leaders Engagement offering draws from experts across the Weber Shandwick global network, incorporating elements from our Employee Engagement & Change Management and Reputation Management specialty capabilities.