CEO Positioning: An Integral Part of Corporate Communication in the Digital Age

Berthold Baurek-Karlic ()
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Berthold Baurek-Karlic: Venionaire Capital AG

A chapter in Mastering CommTech, 2025, pp 461-474 from Springer

Abstract: Abstract The digital age has fundamentally transformed corporate communication, reshaping the role of CEOs from strategic leaders to thought leaders and brand ambassadors. This chapter explores how CEOs can leverage contemporary communication technologies and strategies to build trust, establish authenticity, and drive engagement. The shift to real-time communication through platforms like LinkedIn and YouTube has amplified the CEO’s role as a public-facing influencer, capable of directly interacting with stakeholders and shaping perceptions. Key themes include the integration of storytelling techniques to enhance brand positioning, the application of predictive intelligence to optimize communication strategies, and the importance of authenticity in fostering connections. Drawing on case studies, such as Venionaire Capital’s innovative communication practices, the chapter demonstrates how digital tools and content strategies can amplify reach and establish a competitive edge. It also highlights the challenges, risks, and opportunities of CEO positioning in a saturated information landscape, emphasizing the need for consistency, clarity, and strategic focus. Ultimately, the chapter provides actionable insights for reengineering corporate communication, positioning CEOs as credible and influential voices in their industries.

Keywords: CEO positioning; Corporate communication; Digital transformation; Thought leadership; Predictive intelligence (PI); Storytelling techniques; Brand ambassadorship; Stakeholder engagement; Social media strategy; Authentic leadership (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90302-1_18

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DOI: 10.1007/978-3-031-90302-1_18

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