CEO Images in Magazines--3
CEO coverage in these magazines was assessed, along with topics of media coverage and five
dimensions of CEO images presented in magazine stories. Findings were then compared to those
in newspaper coverage during the time period.
Our findings are similar to those in the newspaper study. Coverage of CEOs--and
especially those at large companies--increased three-fold during the decade. Valence of the
coverage was favorable and significantly more so than newspaper coverage. Competency and
personal dimensions of CEO image appeared most frequently and contributed most to positive
valence formation, while the integrity dimension made a comparatively important contribution to
negative valence formation. Collectively, the magazine and newspaper studies provide a baseline
of data that may inform future public relations research, theorizing and responsible practice.
Literature Review
CEOs, Public Relations and Organizational Image
The public relations literature acknowledges the importance of CEOs to the function and
to formation of organizational image with internal and external publics. CEOs influence the role
and standing of public relations in the organization (Foster, 1990; L. Grunig, 1997). Decisions of
the dominant coalition in an organization—the key decision-making group usually led by the
CEO—influence public relations practices and strategies (Dozier et al., 1995; Lauzen & Dozier,
1992), espoused organizational ideology (Daugherty, 2001), and social responsibility practices
(Plowman, 1998). Internally, CEOs represent symbolic leadership to employees through their
deeds, words, and expressed values (L. Grunig, 1993; Zorn, 2001). Given their positions of
leadership and power in organizations, CEOs affect employee trust in management and employee
perceptions, performance, and job satisfaction (Daily & Johnson, 1997; Goodman & Ruch, 1981;
Convention