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CEO Images in Magazines and Newspapers, 1990-2001: The Growth of CEO Coverage and the Importance of Competence, Personal, and Integrity Dimensions to Image Formation
Unformatted Document Text:  CEO Images in Magazines--1 CEO Images in Magazines and Newspapers, 1990-2001: The Growth of CEO Coverage and the Importance of Competence, Personal, and Integrity Dimensions to Image Formation Abstract The importance of CEOs to public relations practice and to formation of organizational image is well documented. However, few studies have examined how and to what extent CEOs are portrayed in media coverage. This study builds on recent newspaper research on the topic. Content analysis of 577 articles in three leading magazines during the period 1990-2001 is used to analyze trends in salience and valence of CEO coverage and to assess five dimensions of CEO images in coverage. Findings are similar to those in the newspaper study. Magazine coverage of CEOs rose dramatically during the period, and overall valence of the articles was favorable. Competency, personal, and integrity dimensions of CEO images made important contributions to valence formation. The findings highlight an important strategic role for public relations professionals since CEO images presented in the coverage focus on what CEOs may do or accomplish and how they do it—their behaviors, ethics, integrity. CEO Images in Magazines and Newspapers, 1990-2001:

Authors: Berger, Bruce. and Park, Dong-Jin.
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CEO Images in Magazines--1
CEO Images in Magazines and Newspapers, 1990-2001:
The Growth of CEO Coverage and the Importance of Competence,
Personal, and Integrity Dimensions to Image Formation
Abstract
The importance of CEOs to public relations practice and to formation of organizational
image is well documented. However, few studies have examined how and to what extent CEOs
are portrayed in media coverage. This study builds on recent newspaper research on the topic.
Content analysis of 577 articles in three leading magazines during the period 1990-2001 is used
to analyze trends in salience and valence of CEO coverage and to assess five dimensions of CEO
images in coverage.
Findings are similar to those in the newspaper study. Magazine coverage of CEOs rose
dramatically during the period, and overall valence of the articles was favorable. Competency,
personal, and integrity dimensions of CEO images made important contributions to valence
formation. The findings highlight an important strategic role for public relations professionals
since CEO images presented in the coverage focus on what CEOs may do or accomplish and how
they do it—their behaviors, ethics, integrity.
CEO Images in Magazines and Newspapers, 1990-2001:


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